In a time of all marketing camapigns being focussed around the credit crunch, surviving the downturn and how to get through the economic doom and gloom it is refreshing to hear that some companies are still looking at value adds for the customer rather than trying to undercut / discount / offer BOGOF deals.
So how can a B2B company start up a programme of educational marketing?
And how will this benefit the bottom line?
- Become the expert you say you are
Do you really know as much as you think you do? Proclaiming yourself or your company as an expert in a particular field is all well and good but make sure you know your stuff. For example, as a professional services marketing expert you will be red faced if you can't answer questions on the recent Legal Services Bill.
- Offer you knowledge and expertise FOC
Obviously not unconditionally, but offering small tasters of help, advice and expertise to your potential marketplace is an incredibly strong way to build reputation. This can be done through events, speaker opportunities at industry events, industry or company newsletters or via your website or blog. This builds reputation, goodwill (when the advice is useful) and keeps your name in the mind of your key decision makers.
In summary this is a realtively low cost way to build reputation and increase your share of voice in the market place. And in the current market being remembered for your expertise rather than for short term give aways and promotional campaigns can only be a good thing.
Any way to differentiate from the crowd = competitive advantage
