Give Everything Away Now
Yes, you read it right. I said give everything away right now. Uh-oh, Scott’s gone mad. That’s probably what you’re thinking, isn’t it? Well good news, I haven’t gone mad. I’m just telling you something that my marketing agency does as a general rule of thumb but I bring it up because not everyone seems to agree with this methodology.
How Digital Marketing is done seems to be a big giant secret for many business people. I constantly see businesses create social media accounts only to never use them, or to post sales pitch after sales pitch. I often stumble upon websites with outdated copyright notices (thanks for all the free content..just kidding). Those same websites often are not mobile ready or lack simple things such as a favicon, and not so simple for some..a blog.
Digital Marketing Methods are not really a secret, and if you’ve been reading my blog or following me on social media you’d know I share everything I do. There are no secrets here. I will tell you exactly how I do it and have done so numerous times. Just look at my last blog post, 5 Simple Steps to Blabbing Your Way to Success, and you will see what I mean. I give everything away just about every day, and guess what. I’ve experienced business growth despite telling everyone my so called secrets. In fact, I always give potential clients a review of what I would do before they become a client. They don’t all come running and maybe they give that review to a competitor but that’s OK..they can use it.
I am not the only one who believes in doing this. I manage a marketing campaign for a local wildlife control company and routinely share tips on how to get squirrels out of the attic, or prevent raccoons and skunks from coming around. I have been working with them for over a year now and they have experienced month over month growth both in traffic and sales. Their site receives about 9 times the amount of traffic today versus a year ago.
I know several attorneys (Yay, watch out for me!) that routinely share ideas, tips and thoughts on their respective areas of practice. They post blogs, videos and participate in podcasts giving the same information that they had to spend tens of thousands of dollars to receive. They give everything away for FREE! Why? Because it works. They are seeing growth in their business and increased traffic to their sites. On the day an email blast goes out their traffic spikes. On the days they share their own information on social media their traffic spikes.
On a recently podcast with one of those attorneys shared some of his methods to business growth and legal advice..for free. Why? Because he understood that you have to give before you receive.
On the contrary, I know another business owner who thinks that he should keep all his ideas and projects a secret. He has been in business for over 40 years and did quite well for some time. Today he is struggling as the competitive field has changed and his competitors are more than willing to share their “Secrets” and ideas. He doesn’t want to budge on his thought process and I believe this is one of the reasons for his decline in traffic and business. He doesn’t want to blog because he doesn’t want to share…he’s losing.
The moral of the story is essentially you have to give to receive. But don’t give expecting to receive because it doesn’t work that way. Some will take, take and take some more for a long time. I was told of a business that had a client who participated in free webinars and received all types of free information for over a year but did eventually become a client. It might take time, some people take longer to commit but being a source of information and knowledge will help you build an audience and eventually clients.
Giving away knowledge, information and expertise is not only a good marketing plan, it’s recommended by some of the industry’s top marketers..including me. I hope you enjoyed this bit of free advice.
So get out there and give the farm away.