The Awareness Phase Is Only Step One
Marketing is more than just reaching people. The “reaching” part is easier than it’s ever been – and largely free now. Awareness about you or your brand is important, but you are throwing money away if you stop at the awareness phase.
Marketing should not be a one-time spend to get a one-time result. If you think of it as an investment instead, today’s “spend” can continue to pay off years from now.
Marketing is an investment in two things:
- It’s an investment in your content.
- It’s an investment in the customer relationship.
Content: Every piece of content you create should be a reusable business asset. In order to make it efficient for you, you’ve got to go in with a plan built around clear goals. If you can see the outcomes, it makes it worth it to invest the time.
Customers: The investment in customers is the best thing you can do for your business. But it’s not just about reaching customers so that they pay you. It’s about reaching them – and connecting with them – so that they create more customers for you.
Listen to the episode here or subscribe in iTunes.
In the episode, I mentioned my recent series:
Core Concepts of Content Strategy: Repurposing Content.
Repurposing content is one of the single biggest things you can do to impact your business. If you can do some planning up front, you can think a few steps ahead and save yourself valuable time – while building a set of content as a business asset. The episode in the series called, “Repurposing Content to Create an Online Course” has been my most downloaded episode this year so far!
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