In this second podcast with TMC's CEO, Rich Tehrani, we discuss Branding, Thought Leadership and Lead Gen.
When companies market, they expect the phone to ring and sales to be made. If only it were that simple. There are different kinds of Marketing - Advertising, PR, press releases, cause marketing, guerrilla, and more - most of which are designed to be Attention grabbers or Disruptive to the prospect.
Rich and I discuss how Branding is required today because People buy from People they Like and Trust. Branding can help develop Trust with your marketplace.
One way to do Branding is to be a Thought Leader. Thought Leadership as a branding strategy is a long term mission whereby you educate the marketplace and differentiate your company, your services and yourself.
All of marketing is about telling a story. The key is to tell a story that resonates with your audience; that is memorable; that is repeatable; and that is consistent. Marketing needs to be consistent and repetitive.
One thing to remember is that for marketing to work, the right message has to hit the right audience at the right time. That is one reason why case studies and webinars can be effective marketing tools. It adds people to a funnel; tells a specific story; and does some qualification.
Also, search marketing works for sales because it is timely (right time) and specific (right audience). If you have the right message (key word or phrase), then search marketing will work.
TMC's Rich Tehrani will be Building Communities Online: Reduce Marketing Spend While Boosting Sales, Search and Social Initiatives on Wednesday March 30, 2011 @ 2PM EST/ 11AM PST. Register here.