As a professional service provider such as B2B consultant or real estate agent ‘selling the invisible’ (eg: your professional services), cutting through the noise to reach a target market is more difficult than ever before.
According to B2B Marketing’s ‘2015 Social Media Benchmarking Report’, the top challenge for B2B marketers using social media to grow new business was ‘cutting through the noise’.
With the advent of content marketing, the plethora of social media experts advising to publish via Facebook, your own blog, YouTube channel, Twitter, LinkedIn, etc, etc, it’s no wonder that the online space is noisy and crowded.
Zigging and Zagging
The old saying of ‘zigging while others are zagging’ could never be truer. Each time a social media marketing expert launches a new product based around a core tactic, thousands of disciples start drinking at the well of this latest marketing strategy or tactic and begin to roll it out.
The Herd Stampede’s
At warp speed, the herd stampede and the latest tactic floods – a now crowded and very noisy – marketplace, making it very difficult to cut through noise.
This is a good time to ‘zig’ and let the others zag.
One way to cut through the noise is through the strategic use of podcasting to:
– Build a person’s personal brand, positioning and authority in their market
– Bring a voice, vision and value to the market
– Generate sales by using it as a lead generation and list warming device
– Create partnerships with interviewees to grow business.
Using Podcast Strategy to Reach New Buyers
Recently, Hayden Real Estate in Ocean Grove, published a four minute local real estate podcast episode. It was published to iTunes and distributed via the Hayden Ocean Grove Facebook business page and their email community.
In it, a ‘sneak peek’ property was revealed exclusive to the channel for the first time. The sneak peek strategy was developed especially for the podcast. Within two days, an offer was made on the $500,000+ sneak property. A great result for a town of only 14,000.
You can listen to it here: http://wadimedia.audello.com/haydennewsupdate64-sep-7-2015/
But here’s where things get really interesting.
Mixing with Key Influencers
Since then, Hayden Ocean Grove published a separate podcast with the local Primary School Headmaster about all the issues affecting parents thinking of moving into his town.
Influencing the Influencers
As a result, the local newspaper asked them to write a feature article on school zones and the impact on real estate for an upcoming annual ‘Kid’s Edition‘… not just for the local town, but for the entire region.
Now they are positioned as authority in their own market.
Listen to the schools edition here: http://wadimedia.audello.com/ep8-ocean-grove-schools-edition/
This strategy has proven to work as a member of the general public approached the star of the show, Hugh McKewan, in the supermarket recently and called him ’the expert in everything Ocean Grove’.
The Power Combination to Cut through the Noise
- Podcasting Strategy, with
- Media strategy
- Personal brand clarity
any business can strategically ‘zig’ while the herd stampedes to the next ‘zag’ tactic.
This approach allows clients to connect and engage with their target market. This combination enables the user to reach and influence more people in less time.
It enhances anyone’s ability to attract new leads that convert easier because it creates expert positioning, and people trust experts. It provides the point of difference allowing practitioners to cuts through the noise.
Name: Wes Ward
City: Melbourne, Australia