Marketing podcast guru Tim Reid claims giving your knowledge away for free can bring in customers
Marketing podcast guru Tim Reid claims giving your knowledge away for free can bring in customers
Speaking at last week’s National Mortgage Brokers’ annual conference on the Gold Coast, Tim Reid talked about the concept of helpful marketing. The host of Australia’s no.1 marketing podcast, The Small Business Big Marketing Show started by positing some questions to the audience:
Q. What do brokers have a lot of?
A. Product knowledge
Q. What do brokers struggle with?
A. Marketing budgets
That’s were helpful marketing steps in, Reid explained; “helpful marketing is about solving the problems of your customers and prospects. It’s about teaching, not about outspending competitors.”
It’s quite different to many people’s ideas of what marketing is, added Reid; “so many businesses think they want push marketing; run ads, letterbox drops, and then there’s absolutely a role for that. But that’s push marketing; you’ve got limited time or space so you ‘push’ a product out there. Helpful marketing is about using that mountain of knowledge you’re standing on and pulling people towards you.”
So what are examples of helpful marketing? Reid suggests brokers add a ‘101’ section to their websites; i.e. answers to all the typical questions about mortgages posed by potential customers. He suggests you use Google’s auto searches function to find common questions, by typing a common word (i.e. mortgage) and seeing what other words Google suggests. Reid also suggests you take to social media to ask customers what questions they’d like to ask.
You might even want to video your answers, Reid added. Smartphones make video recording easier than ever, and to prove his point he asked the audience to pair up and product their own videos in a couple of minutes during the presentation. Alternately, for those with a ‘face for radio’, he notes that making a podcast is equally easy.
The objective, Reid explained, is to capture contact details and spread the word; perhaps get customers to fill in an email address in return for a webinar or to download a white paper, and ideally to get your content shared on social media. Having a large number of constantly updated web pages will also help you appear higher in Google search results.
Don’t be shy, Reid concluded; make those videos and 101 pages now, and improve on them later. With helpful marketing, it doesn’t need to look perfect; “you don’t need to aim to have the most amazing marketing; just have the most helpful”.
Speaking at last week’s National Mortgage Brokers’ annual conference on the Gold Coast, Tim Reid talked about the concept of helpful marketing. The host of Australia’s no.1 marketing podcast, The Small Business Big Marketing Show started by positing some questions to the audience:
Q. What do brokers have a lot of?
A. Product knowledge
Q. What do brokers struggle with?
A. Marketing budgets
That’s were helpful marketing steps in, Reid explained; “helpful marketing is about solving the problems of your customers and prospects. It’s about teaching, not about outspending competitors.”
It’s quite different to many people’s ideas of what marketing is, added Reid; “so many businesses think they want push marketing; run ads, letterbox drops, and then there’s absolutely a role for that. But that’s push marketing; you’ve got limited time or space so you ‘push’ a product out there. Helpful marketing is about using that mountain of knowledge you’re standing on and pulling people towards you.”
So what are examples of helpful marketing? Reid suggests brokers add a ‘101’ section to their websites; i.e. answers to all the typical questions about mortgages posed by potential customers. He suggests you use Google’s auto searches function to find common questions, by typing a common word (i.e. mortgage) and seeing what other words Google suggests. Reid also suggests you take to social media to ask customers what questions they’d like to ask.
You might even want to video your answers, Reid added. Smartphones make video recording easier than ever, and to prove his point he asked the audience to pair up and product their own videos in a couple of minutes during the presentation. Alternately, for those with a ‘face for radio’, he notes that making a podcast is equally easy.
The objective, Reid explained, is to capture contact details and spread the word; perhaps get customers to fill in an email address in return for a webinar or to download a white paper, and ideally to get your content shared on social media. Having a large number of constantly updated web pages will also help you appear higher in Google search results.
Don’t be shy, Reid concluded; make those videos and 101 pages now, and improve on them later. With helpful marketing, it doesn’t need to look perfect; “you don’t need to aim to have the most amazing marketing; just have the most helpful”.
