And there are plenty of fish in the sea. The good news? There are more prospects than ever (about 7 billion, give or take). The bad news? There are more competitors than ever, too.
The old days of marketing were based on scarcity. When there were only a handful of products or services in a category, all you had to do was get more attention than your competitors.
Today the tables have turned. It takes more than being flashy to generate business – and that’s a good thing. Instead of just trying to be the hottest product on the block, marketing means getting to know your customers and catering to their wants and needs. What was once superficial advertising has transformed into genuine business-to-buyer relationships, based on mutual benefit.
Think of it like dating – you are trying to woo prospects and then turn a one-time customer into a life-long relationship. The key to creating that kind of loyalty? Content. The messages you choose, the channels you use and the timeliness of delivery play a pivotal role in attracting and retaining customers. In short, content is courtship.