Some Things Don’t Change
The other day, I was looking through my older blog posts to update, remove, or bring some back to life.
I found this one and realized that although things are constantly changing, some things never do.
Specifically, the basic tenets of marketing and sales will always remain the same, no matter how much technology advances.
Companies DO need to keep up with the latest trends to remain competitive such as:
-
- Mobile marketing
- Using video in their marketing efforts
- Influencer marketing
- Artificial intelligence
- Chatbots
- Email and marketing automation
However, if they can’t answer the two most important questions any potential customer cares about, they will not be successful.
Keeping up with the latest technological trends, especially automation, will make it more difficult for companies to adapt to changes in their niche.
Adapting to Changes
See how the pharmaceutical industry has adapted to increased demand and changes in the environment in the infographic below.
By using pharmacy automation technologies, central pharmacies are able to keep up with the growing demand due to COVID-19.
Image source
Who Are You and Why Should I Care?
Do you know how many businesses, both small and large are marketing their products and services on the web?
Do you know how many articles and blog posts are written around the same content in various places on the Internet?
Have you ever wondered how and why there are a finite number of topics one can speak or write about yet an infinite number of discussions about them?
I read somewhere that it would take 57,000 years to read the entire Internet and then, of course, once you were done, you would have to go back and start all over again because the web is dynamic and constantly changing.
Now I donβt know about you, but that is way more time than I have so the challenge becomes how do YOU get your website, articles, blog posts, etc. read?
There is no easy answer but there are a few simple things to keep in mind.
First of all, if you are a small business owner and canβt answer the questions βwho are you?β and βwhy should I care?β β you better either figure out a way to answer those questions or find another career.
Your brand, your product or service, and your online personal and business reputation make up who you are. You need to be able to clearly define exactly what your offering is.
If you are selling a specific product or line of products, the answer is fairly straightforward.
But if your business is service-oriented, it might be a little more difficult to be able to clearly capture your service(s) in one phrase (your tagline).
Keep in mind that if you as the business owner canβt summarize your service(s), your potential customers certainly wonβt be able to either.
Next you need to be able to answer the question βwhy should I careβ. What need does your business fill? What makes you better or different than your competitors?
Armed with these answers, you are in a better position to be βheardβ.
Originally published 05/09/2019; republished 01/01/2022 to add infographic
As a Visual Digital Marketing Specialist for New Horizons 123, Julie works to grow small businesses, increasing their online visibility by leveraging the latest in internet and video technologies. She specializes in creative camera-less animated video production, custom images, content writing, and SlideShare presentations. Julie also manages content, blog management, email marketing, marketing automation, and social media for her clients.
A great reminder to evaluate with every blogpost, marketing piece, tweet and connection. Am I communicating clearly enough is something we should always be thinking about and not just online or in business. Thanks!
Great informative post Julie! Thank you. Reminder to really think before blindly posting something.
3 Seconds??? Yikes! Where have I been hiding? Takes me more than 3 seconds to blink! (-_-) Great post…
Norma Doiron
http://twitter.com/NormaDoiron
Great post with valuable tips and applicable information!
@Allison: Glad to be of help. The bottom line is you have about 3 seconds (or less) to let someone know what is in it for them or they are gone!
@Anita – you aren’t kidding. It is not easy to not follow the latest new toy especially those from HUGE brands like “Google” π
@Solvita: What a lovely accolade. You made my day. To provide value is the name of the game and if I did that with you – then I am really glad!
@Marie: Yup – that 3-second rule – grab their attention or they are gone. Not an easy task π
@Alexandra: Yes, you do need to know what message you want to give and say it as close to the top as possible.
@Norma – ok maybe it is 4 seconds π
@Carl: Thanks for stopping by and leaving your footprint. Glad it was helpful to you π
Great info! As a new online business owner I need to be more crisp with who I am and what I’m offering. Such a fun process and learning so much! Thanks!
Great tips and great site:) So we only have 3 seconds??? Hmmm… sometimes I wonder if folks even give you that long:) Great post!
Know who you are, focus focus focus…and serve the needs of your clients…easier said than done with all the shiny objects and the competition but it can be done! Great post!!
Good information Julie and I think service business should be able to capture in one sentence just like a product. Perhaps some have problem doing this because they go to work out a tag line with even developing their positioning first.
This is great information, I like this site -always learning something new…just can’t get enough. Coming back soon – thank You! π
@Dr. Daisy: I think in some cases you don’t even get that long! It’s a very competitive world out there!
@Susan: Right on as always Susan – plan first right?
a 3 second window is really difficult to achieve but nonetheless important for a website owner to show who they are and what they can do.. And by mastering this difficulty problem you can ensure that you can prove your worth.
Julie, dealing from strength with knowledge of your product is supreme for anyone in business.
I’ve been in marketing for over 25 years and yes, these questions remain the same still: who are you and why should I care…or as I used to say to my clients, who are your clients and what can you do to help them? Everyone is looking for help…and the good new is, we each have something unique to offer that others will appreciate, once you can find your market.
Ah yes! This is so true..you must be able to tell folks what you do and what makes you special from all the others that may do the same thing you do:) Thanks for the reminder!
3 seconds isn’t a lot of time!!!! Wow, Julie, thanks for the great video! I love those little guys, they are so cute! It looks like it is time for me to ask some questions…..Thank you!!!!
Great post Julie!
Thanks for sharing,
AJ
WOW! Great post Julie…3 seconds! Not much time! LOL! I learn a lot when I come here! Thanks for sharing!
Hi Sherie – No – 3 seconds is not a lot of time but don’t you agree that this about all you have? Glad you like little guys LOL they are cute!
Out-sourcing is something I will be taking a look at hopefully soon! I need to free up some time!
No doubt Manny! Rhonda, no matter how much things change, the basics do stay the same don’t they? Dr. Daisy, not only do we have to tell them, we have to make sure they “hear” us, right?
Hi Nancy. Freeing up time is a biggie π Thanks for stopping by!
We have created a world of attention deficit people!! (-_-) Everyone wants drive throughs, fast foods… UrK!!!! What are we coming to???
Norma Doiron @ the LEARNED Preneur
Hi Norma, ya think? Pretty soon no one will ever have to leave the comfort of their own cell phone π
Julie,
These points you make are so important. Offering your YOU-ness is the most important quality of whatever YOU do.
Hi Michele – agreed! π Thanks for stopping by!