In my previous post I wrote how educating customers can provide more sales, increased trust and loyalty.
Richard asked in the comments if people took this advice would advertising diminish.
I started answering as a comment but then I realized the issue deserved a full post.
Advertising Versus Blogging?
So first things first, do I advocate blogging instead of advertising? No.
Blogging is not a marketing strategy, it is one tactic of many. Using one tactic to the exclusion of others is rarely a smart move. The best approach is to use complimentary tactics, of which advertising could well be one of them.
Using Multiple Tactics
You need to approach your audience with
- what they need,
- when they need it,
- where they need it.
Look at what I do. My marketing reaches out in a number of ways. I have a blog, two email lists, an email sequence, a forum, I guest post and do interviews, speak, and just co-authored a book (did you think I wrote a book for the money?). I have even used advertising as a test where I drove awareness of my flagship content ebook, which of course requires an opt-in to get.
While I don’t advertise now, Google Adwords could be a fantastic way to do this for your business. By matching your response (offer, search result) to your prospect’s questions (search phrases and keywords) you fulfill the requirements I just set out in one go.
Advertising to Educate
In the last post I said advertisers should be aware of the buying cycle. Advertising is not the only tactic. Going from advert to sale is only appropriate for people who are ready to buy *right now*
If your customer is ready, and they will show this through the search phrases, by all means send them to the sales page. What you do not want to do though is send a researching customer to a buying page. That is where education comes into play.
They could instead use the same Google ad budget to drive people to
- your blog
- an informative email sequence,
- video series,
- customer adviser call back,
- webinar event
- or PDF report.
Instead of going from advert to sale, you will find it far easier to go from advert to opt-in, from opt-in to eduction, and from education to sale. Providing you offer value all along the way this patient no-pressure technique will definitely pay off.