Where do you consume your business-related content? Maybe more importantly, where do your potential clients consume theirs?
We live on the edge of the digital information singularity, where our ability to consume all forms of media is only outstripped by our ability to produce so much content that we could never hope to get close to consuming it all. As a business, this places a substantial task in front of you. Produce something that someone—preferably a well-defined audience, settled upon before you publish your content—in your space, in your professional world will care about, use and ideally share with others.
Produce something well researched, linked to other substantial information and sources, something built to attract when searched organically through well designed SEO, and most importantly… something with a genuine, honest and unique voice that gets beyond the talking points, LinkedIn diatribes and self-aggrandizing. Produce something that helps, makes you look good and adds to the conversation—or get someone with niche industry marketing experience to do it for you.
So, what is the most efficient use of your time or your marketing dollar?
According to a study conducted by Sapio Research in November of 2022, the top four sources decision-makers turn to for business-related content are:
- Webinars, zoom calls and virtual panels
- Social media
In the grand scheme of things, these four are newer, more modern options for the dissemination of information to the masses—but all tools have their inherent advantages and disadvantages, opportunities for you, as a business, to emphasize, incorporate and deepen your brand.
Among the top contenders on our list, what was once called electronic mail—OK, boomer—is still one of the most highly accessible and trusted forms of direct digital communication. It’s potentially a highly personal medium, where even a mass email campaign can be the start of a lot of one-on-one conversations.
Best practices should always be taught and established, because spam and bad actors exist in any medium, but email is still a highly efficient path towards establishing a professional accord with new clients and a great way to keep old clients in the loop. And, if you’re looking for the marketing tactic with the highest ROI, email is where it’s at.
Webinars, Zoom Calls, Virtual Panels
These options became the preferred methodologies for keeping the lines of professional communication open during the pandemic. The utilization and the improvement of these technologies has also made the prospect of remote work a real and present option for businesses around the world.
They’re not quite face-to-face, but when we’re trying to pass on information, a conversation is always the preferred method, and these options get us about as close as possible to being in the same room. The worry here is with increased accessibility to employees and, in this case, clients, we do run the risk of digital burnout. Produce great content but give your audience time to digest the business-related content.
Podcasts have become popular in the United States and around the world. This long form media provides a welcome change from the breakneck speeds of 30-second snippets. The format allows for the detailed dissection of complex ideas and for listeners to feel like they are in the room during these focused conversations. We laugh. We cry. We get a sense of why a presenter feels the way they do. Want to see this in action? Listen to our podcast here.
The main problems with podcasts are the same reasons they’re popular—anyone can listen, and everyone has one. This creates some real problematic market saturation and, unless you’re producing really beneficial or supremely entertaining content, you could very well get lost in the shuffle.
Becoming truly influential as a business on social media is all about consistency. When consumers, clients and followers take notice of you—when they like your content—they want to be able to do that consistently.
Social media is an excellent method for building organic and potentially fast-growing professional notoriety and networks, but audiences form expectations revolving around regularity, quality and engagement. It can be a lot of work maintaining that presence while running a business—unless you might know an experienced firm that specializes in doing just that—wouldn’t that be convenient?
Traditional Courses of Action
While they might not be seen as innovative or exciting, we must not discount traditional means of marketing your business-related content to your clients and colleagues.
Industry newspapers and conferences are excellent analog opportunities to approach and connect with long-term members of your professional communities that may not be tech-savvy or those who appreciate real human interaction after the weirdness of a global pandemic. When wanting to expand your business and your influence, no opportunity should be wasted.
At Recruiters Websites, we want you to take a look at who you’re talking to and who you’re reaching. Do they match up? If not, we can help you make the adjustments you need to make, and if they do match up, we can help you reach more.
In case you thought all we do is world-class websites for recruiters, there’s more to our menu of services, including, conveniently enough: email marketing and automations; marketing strategies, branding and collateral; podcast production; and social media management and advertising.
If you feel like your firm could benefit from our specialized experience, help us help you save time and increase revenue by getting your business-related content to the right people.
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