Altruistic Marketing Makes Money
Regardless of whether it’s for business or personal matters, if you concentrate on giving something for nothing you’ll eventually get everything. Businesses have an outstanding opportunity to bring in new business by providing their prospects with free resources. This will help you establish your business as a comprehensive, caring and credible resource which is guaranteed to eventually improve your sales.
Providing free information will also create a tremendous foundation for trust. Let your prospects know you’re there to answer questions and address concerns and they’ll think of you as a credible online friend—one they’re willing to write checks to!
This free information approach also provides an ideal opportunity to create a wedge between you and your competitors. If your business is coming in even with a competitor, provide certain elements for free that most other competitors would charge for and you are sure to gain the competitive edge. It’s simple—as a consumer, would you rather spend money with a business that just gives you the bare minimum or a company that goes above and beyond to provide you with additional value?
Some of the best methods for providing free information include e-books, newsletters, Web conferences and training sessions, Web videos and e-mail marketing.
Free Info Creates Need
Not only will your prospects appreciate free information, the information you provide could provide the missing link which will motivate them to buy. First, free information has the ability to maintain a friendly, soft sales approach, which prevents prospects from automatically putting their guard up against your offer. With their guards down and their listening caps on, prospects will be much likelier to pay full attention to the information you provide.
Take advantage of this, ethically of course, by using your information as a catalyst. Whether your prospect is in a state of procrastination or simply isn’t aware of how they could benefit from your product or service, the information you present to them will catalyze them into action. Your information-based marketing grants you an ideal opportunity to both persuade and educate your target audience.
You should also use this opportunity to illustrate specific examples of how people are using your product or service to better their lives. Concrete examples of how others are experiencing an improved quality of life will always sell more than a list of your business’ features.
Web Training Sessions
You can easily create a series of Web training sessions, webinars, regarding highly relevant material within your industry. There are several very simple options available online that allow you to present material online. Those who attend your virtual presentation will be able to view your desktop and listen to audio, allowing you to show them specific material, discuss the material, and actively field questions from your audience. (Hint: Try typing “free webinar software” or “free webinar hosting” in the search engine.)
The focus of these sessions must concentrate on providing useful information. You must stay away from sales speak or your attendees will quickly perceive your session as a thinly veiled sales call. Maintain a friendly, relaxed and informative tone for the best effectiveness here. For example, let’s say you’re a moped dealer. Pitching how your mopeds are the best in the industry will quickly disgust your audience and leave them feeling as though they’ve been duped. Instead, educate them on what exactly makes a moped environmentally friendly, how they can repair their own moped to mitigate maintenance costs, etc. By providing all this information and free value it will be readily apparent why your company is the clear choice, making it completely unnecessary to blatantly point out why they should buy from you.
These free Web training sessions and presentations create the perfect opportunity to position yourself as an expert in your field. And they also provide an excellent opportunity for direct interaction with your prospects. They’ll get the chance to see exactly how you do business and how much you truly care about helping others.
Web Videos Make You Money
You can just as easily mirror this approach by generating a series of online videos. Producing these Web videos also creates another excellent opportunity to show up in search engines and boost your rankings. For example, YouTube is now considered the second largest search engine on the Internet; behind Google but ahead of Yahoo and Bing. Get your business message into videos and you’ll unlock a huge market for new clients!
Build a Herd
While you’ll obviously be hoping for some direct sales from your free-information marketing, the most lucrative element you’ll gain from this is the leads you’ll generate. Providing free information is one of the best ways to get people to provide you with their contact information. Every time you get someone to opt in for one of your free e-books, newsletters, Web videos or Web training sessions that’s a qualified, exclusive lead. Build yourself a herd by logging those leads into your database and then continuously marketing to them.
To your success,
Andrew Rossillo
Andrew Rossillo is Content Crooner’s Marketing Blogger and Staff Writer. He’s ready to put his years of copywriting and online marketing experience to work for your business—he’ll help you get noticed!
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