When the Answer is No, Skip the Marketing Fad

You can so easily be swept up in the latest marketing trends, such as dynamic ad insertion and automation.

To truly improve your marketing efforts, you must focus on what your customers and prospects actually want.

Enterprise-level marketing will conduct market research, such as surveys, focus groups, and customer feedback sessions.

But you are different.

As a family-owned company, you have strong relationships with your customers. You know their challenges and their motivations.

You know the answers to their questions.

The answers are trapped in the collective consciousness of your company.

It is time to dig them out:

• Start by checking out what your customers say in your Google reviews and social media. You can learn what they value most from your solution.
• Identify themes in your sales team’s notes in your CRM to uncover themes around their buying process, and the pain points.
• Survey your customer-facing employees. What questions do they answer all the time?

Collect your institutional knowledge.

It is the best way your family-owned business can mimic the marketing research of enterprise-level companies.

Let’s call that collection your Answer Vault.

Load your Answer Vault with content addressing your prospects’ pain points, motivations, and decision-making processes.

Make sure the answers are articulately written and ready to go.

This will change your mindset for marketing, and your team’s focus will change from selling to helping.

Use your Answer Vault to:

• Build your website.
• Increase traffic to your website.
• Increase the reach of your social media.
• Change your email marketing from spam to inbox regular.
• Shorten your sales cycle.

So, the next time you’re tempted to chase the latest marketing trend or fad, pause.

Take a step back and ask yourself: does this trend align with what my customers actually want and need?

If it doesn’t align, skip the fad.

Unsure if you can skip the fad? Evaluate your knowledge and build your Answer Vault using the Answer Vault Content Audit.