Look, we all know the four P’s of marketing. Ok, actually I don’t. Didn’t learn it in school. Or wasn’t in class that day. Whatever.
And before you traditionalists jump down my throat, yes I know the four P’s are important. Per George (my content guy), his college had those at the top of every syllabus for every marketing class he took in four years. But the point of this site is to teach you the things you didn’t learn in marketing school.
So I’m going to ask you to forget the four P’s and instead focus on what really matters: the three E’s of modern marketing – Expertise, Education, Entertainment.
The three E’s are my own empirical understanding of what resonates with your prospects and customers in modern day marketing campaigns. You don’t need me to tell you that product and price are important factors in a buying decision (ok, maybe I do know some of the four P’s). What I’m here to do is tell you how to apply the three E’s to your marketing strategy to enhance your product and brand in the eyes of your consumers. Let’s dive in to some examples:
Be the expert. Don’t just say you’re the expert. Be the expert.
Customers want to buy from the people who truly know what they’re doing. If I see a product that looks interesting, but there’s nothing lending credibility to the brand, then I’m probably not going to buy. That’s why I push social engagement so heavily. You have to constantly churn out thought leadership content, ebooks, guides, etc that demonstrate you are the category experts and you know what you’re talking about.
I want to look at your brand name and say, “yep, those are the ABM people” or “oh do you know company X? They’re the best at marketing analytics.” Your company should become synonymous with your category.
A great example of that is my old stomping grounds of Drift. Check out this website page of theirs:
The #1 rated conversational marketing platform by customers on G2 Crowd. Right away you know they’re the real deal. They didn’t pay for that accolade or just say it baselessly like a diner in New York says they have the best cup of coffee in the city (shoutout the movie Elf).
Now Drift can tout that as legitimate proof that they are, in fact, the best conversational marketing platform out there. They also literally invented the category so that helps too.
This ties in to expertise as well, but education is a great way to engage your buyers at the top of the funnel and lend further credence to your brand.
A huge mistake a lot of companies make is that they’re too forward in their marketing. They come in way too hot, offering a demo right away and scare potential customers off. Don’t do that. The right way to initially engage a customer is to bring them in with the promise of education. THEN you can unload the offer. This is demonstrated really clearly in a great ad for author Donald Miller’s book Business Made Simple:
He could just say “buy my book” and let the chips fall where they may. Instead, he uses a great hook, “everything you need to learn to grow a business in just 60 days,” to lure the customer in with the promise of valuable education. Now that offer button doesn’t look so daunting anymore. Then look at the cover of the book. The opportunity to master all of those major fields is well worth the cost of the book.
The same is true for more conventional B2B marketing. Let’s say you have an ABM solution. Instead of finding a customer looking for a solution like yours and asking them to please consider you, offer them access to an ebook you wrote on the topic. No commitment. No demo required. Just a helpful guide to remedy an issue they’re having.
Now instead of scaring them off, you’ve started to build trust and a good rapport that will make them more likely to consider you when they do ultimately buy. Also that ebook can be sprinkled with little examples of how your product in fact is the best possible solution for any ABM needs. By offering and actually providing real value, you’ve got a customer into your funnel that can be nurtured along.
Hey, George here, Dave’s content guy. He handed the blog off to me at this crucial juncture because entertainment is kind of in my wheelhouse. Hell it is my wheelhouse.
Entertainment can play a really important role in brand growth and customer engagement IF you do it right. Throwing in jokes for the sake of jokes doesn’t do anyone any good. Your buyers can tell if you’re all sizzle, no steak.
Where entertainment is useful however, is in conjunction with education. Comedy or engaging gifs, videos, etc can be a great conduit to get buyers interested and into your funnel. In email for instance, I’ve often found that starting off with a funny subject line or humorous couple sentences disarms a reader who is wary of traditional sales emails. Take this email I wrote back in the day at Drift:
It’s an intriguing subject line that makes you want to click more than a generic marketing email would. Then, I spend the first few lines both describing the reason I’m emailing (webinar) and disarming them with the joke about the other company participating being named FunnelCake. Ultimately, you kind of forget that I’m trying to get you to sign up for something and are just amused/intrigued by the email itself.
The entertainment captures the attention of the reader before ultimately giving way to the educational component that I’m trying to push.
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Get after it today.