With recent challenges brought on by the Coronavirus, the internet has become THE place to win attention and build brand. Not that it wasn’t headed that way before, but everyone is online now.
So, how can you compete?
You need to produce valuable content at scale. What does “at scale” mean? I’d say it simply means churning out way more content than you ever have before, in a variety of formats (text, video, audio), on a variety of platforms (podcasts, youtube, LinkedIn, Facebook, Instagram, Tik Tok, email, website, etc.).
But how can a sole proprietor or small business operator find the time to do all that?
This part is about how a small marketing agency like ours is able to churn out vast quantities of content with and for our clients to help them win attention online.
“If we look at the world’s most successful B2B businesses – i.e., Microsoft, IBM, Wells Fargo, and UPS – there’s one extremely interesting commonality:
They target end consumers, not to the businesses they are ultimately prospecting.”
This is fascinating to me. Although these corporations are doing the majority of their business with other businesses, their messaging is almost always targeting relationships with individual end consumers. Think about the last Well Fargo or UPS commercial you saw.
They know that winning awareness and loyalty of large portions of the general population aligns perfectly with the interests of their target “business customers”. At the end of the day, Wells Fargo is chasing the same attention that small businesses are chasing…they’re just doing it at much larger scale.
Smaller businesses either go it alone, or tap into the benefits of the “Attention Ecosystem” by hiring these corporations or using their products. This makes the sales process easy, brings pricing leverage, and makes their customers super sticky.
“I believe that winning the next 5 years will be predicated on brand, reputation, and the resulting loyal attention of end consumers – not on some new process or plug-and-play technology.”