If you are at all familiar with traditional marketing, they you know about the 4 P’s of marketing: Product, Price, Place and Promotion. No doubt you’ve also heard of the 5th P of marketing, People. People really are the key to a successful business, perhaps more so today than ever before. Consumers are far more savvy than they once where and expect far more in return for their business and loyalty. The great news is this is where small businesses have always excelled and the online world is no different. People Marketing is for small businesses.
No matter what you sell, people are key to a successful product or service. Contrary to popular marketing belief, most people are not looking for form a relationship with a brand in the same way they form a relationship with another person. They know that a brand is just a brand. They are, however, looking for solutions to their problems and help in making informed buying decisions. Brands that facilitate that through People Marketing will be successful.
The way a brand does this is first and foremost realizing that their products and services might not be right for everyone. Realizing that is key to People Marketing. Here at Amprewave we often suggest some of our prospects go to other agencies that can meet their needs better than we can. We don’t try to force everyone into one of our service. We provide information to help people make informed decisions and if we aren’t right for them we help them find a business that is. When they do need a service that we can provide and that’s right for their needs, they think of us first.
Brands also have the ability through social media platforms to demonstrate their what their products and services are capable of doing for customers. Via People Marketing brans can easily demonstrate value through blog posts, white papers, and other informational sources. Prospects use this information to make informed decisions and value the help in making the right choice. No one wants to make the wrong choice because it won’t solve their problem, and as a small business you don’t want the wrong customer because you won’t be able to meet their needs. This process of targeting you audience while provide them with demonstrable examples and information about your products and services benefits everyone.
Perhaps one of the best ways small businesses can be successful online with people is facilitating the conversation around their¬¨‚Ä† product, service or brand. Finding and promoting your brand champions lets them talk up your services, which is far more natural to people than getting a marketing message from the marketing department. Incorporating ratings on your products, facilitating social media discussions, and being honest and upfront about your products, services and brand mean that people can trust you. When they trust you they are more willing to buy from you.
Small businesses have always done a great job of providing that personal connection with people. What we call People Marketing was just normal business back in the day. Think of the mom and pop shop down the street. You trusted their advice and knew you could rely on them for a fair deal, a good product, and great service. Online is no different. People crave real and meaningful interaction with brands that they can trust more today than ever. The tools exist to make it easier for small businesses to provide that to their prospects and customers through smart People Marketing. The important thing for the small business to remember when they are promoting their products and services is people are key. Everything you do online should always be for them. Keep them front and center and you will see success online.