This morning, I was talking to my team, Kevin and Jill, about a new web page we created for a service we offer. I said, “We need to come up with some ideas to drive more traffic to the page!” After discussing options like social media and paid advertising, I said, “Maybe I'll send an email about it.” Email always drives a chunk of traffic to the website, and I really want to get more eyes on this page quickly!
Kevin replied, “Yeah, but that's being company-centric, isn't it?” I sighed heavily - he was right.
I normally try to avoid being company-centric, which means to try to sell your stuff blatantly. Company-centric content includes straight-up product and service promotions and company news about things this such as new hires, charities you donate to, testimonials, and the like. Sometimes, we're so proud of what we do or just want to sell so bad we “spray and pray.” Here's an example of being company-centric:
If you’re like other business leaders I’m talking to, it can be challenging to find time for the in-depth analysis required to develop sales and marketing plans that drive the highest ROI.
If you’re feeling the same way, we have a free marketing action plan you might be interested in checking out. We do the heavy lifting so you can spend more time making strategic decisions about how to grow your business and less time wrestling with data and reports. The plan delivers objective data, insights, and recommendations, so you can quickly create a viable plan of action.
Is that something you’d be interested in learning more about?
(Yes, I included a link to my service in my example. Hey - a girl can hope a marketing plan will pique someone's interest. Pardon my company-centricity! LOL)
I much prefer being customer-centric, which is being more like a teacher. Customer-centric content is educational information about topics related to what issues your customers and prospects face. Here's an example:
As we're winding down 2018, it's time to review your progress and start thinking about what you want to accomplish in 2019 - and how you're going to get there.
Every company has a sales and marketing plan, but more often than not there are gaps, missing pieces, and weak spots. Here are some articles and resources that can help you deepen your understanding of sales & marketing strategy development and determine if your current plan is working to its full potential to meet your business growth objectives. Resources for Creating a Marketing Strategy for Your Organization
If you have any questions or want someone to brainstorm with, let's set up a time to meet.
The bottom line is, people really don't like being sold to. They want to find information online when questions or problems arise, and if you provide good enough answers, hopefully, they will call you for help. I'm not saying that you should never share company-centric information. I mean, you have to promote your stuff sometimes, right? Just be careful, because if all you ever do is promote your company, prospects and customers will get bored and annoyed. The standard rule is to be 80% customer-centric and 20% company-centric.