Of course, you want to start out knowing that there is a demand for your product, that you’re targeting the right niche audience, and that your messaging is clear, honest, and inoffensive. But, then what? That’s where the experts come in. So, whether you’re selling the world’s fastest running shoes, a revolutionary technology, or a service that just can’t be beat, pull up your chair, and learn from the best.
Now, there are plenty of examples that you can find to use a larger business’ success to make some noise (posting a useful guide on a successful blog, offering a free trial from an established Facebook page, etc.), but if you really want to be creative (and get noticed), why not take advantage of a company’s faux pas? 99designs did just this perfectly. A few years back, Gap tried rebranding by launching a new logo. Long story short, the logo was terrible, and fans were appalled. Gap took a lot of heat, got loads of bad press, and took a dive in their stocks as well.
But 99designs, a small logo design company, saw this as a golden opportunity and ran with it. They launched a competition urging designers to help Gap out by coming up with a better logo design they could use instead of the flop. Now, people were already talking about the Gap blunder, so when the competition launched, tens of thousands of people already tapped into this buzzfeed eagerly jumped into the competition, giving 99designs huge coverage. That’s smart marketing.
In this video, Randy Komisar, a wildly successful venture capital partner and entrepreneur, talks about how he used failure to propel himself and many other companies forward to even bigger successes than before. Take a look.
Jobs goes through the big brands and products and shows us their secrets, show us how they promote betterment not statistics, numbers, or specs. Nike doesn’t tell us their sneakers are made of premium grade rubber. They SHOW us how great athletes are, their prowess, their power. And those athletes wear Nike. Show people that your brand can make their lives better, and you’re golden.
Your brand is new, and nobody knows who you are or what you’re about. You post an article on your blog, and you offer good information. Hey, this guy knows what they’re talking about. You add in a link to a useful tool that your competitor has. Wow, they’ve even got a tool I can use. Suddenly consumers are getting to know you, and what they’re getting to know is that you’re someone who they can turn to for useful information, helpful tools, and genuine value.
So yeah, that’s worth all the linking out you do big time. What’s more, many people will appreciate the attention and link back to you in one of their articles, giving your site more attention and credibility. Bottom line, linking out to credible resources (even competitors) builds trust, reliability, and value.
These days, consumers don’t want to be sold to, they want to be informed. They want to be given information, so they can make their own choices based on education. So, the smart marketer will give consumers the information they’re looking for to make a good decision on their own. Enter education marketing.
By giving over the information consumers are looking for, this does several things:
Here’s a short video clip that helps explain the concept perfectly. With educational marketing, you answer questions and give genuinely useful and good content. Use all the tools in your toolbox (blog posts, ebooks, videos, etc.) and give over as much valuable information as you can. And then they’ll come running with wallets open!
And that’s what brands need to take advantage of. The power of emotions is so compelling that major companies use them to propel their brands forward. Coke is the perfect example of this. The brand sells a fizzy drink that’s terrible for our health and rots our teeth, but that’s not what people think of when they hear Coke. Check out their commercials and this video that explains them. You’ll see a lot of these messages:
Coke isn’t selling a drink, they’re selling positive values. And that’s something everyone wants to buy.
In this video, Gary tells you all about his secret power: it’s called optimism. He doesn’t just take a head in the clouds type of mentality. Really, he talks about how to use all the marketing techniques, all the business opportunities, all the technologies, and everything that comes into your hands properly. Oh yeah, and then he talks about social media marketing and what a valuable tool it is when used properly. Check it out.
There you have it. Eight of the best marketing tools and tricks you can use (along with helpful videos in case you can’t stand reading this again and again) to make your business boom.