The quickest and most basic way to drive foot traffic to your store or web traffic to your site: ALWAYS BE PUTTING OUT CONTENT THAT YOUR CUSTOMERS LOVE.
Too many companies make it about themselves; they write blog posts about why they're so great and why you should do business with them, and how their product can enhance your well-being or make life easier for you. Worse yet are those posts that tell us how much Mark or John or Tiffany are enjoying buying from them, paired with a cheesy advocacy video.
Cut it out???we know it's staged, and all it does is bore us to death.
Instead, take the example of Red Bull, a company who launched a man out of a space capsule down to the earth below???and televised the whole thing. And nowhere in their video did anyone tell you how good their drink tastes or how much energy it gives you. People watched it because they were interested???make your content interesting to your customers, not to yourself or your shareholders (if any).
Starbucks produces documentaries about coffee production and the lives that coffee farmers in South America and India live, and the way they do their work. Tropical jungles and beautiful scenery paired with an educative element lures in coffee addicts from all over the world to watch it. And guess what? They don't tell you to go and buy their coffee either???they simply say: This documentary has been brought to you by Starbucks. Sales still skyrocket.
I hope I've converted a few of you into thinking very selflessly about the content your business produces.
Customers don't want to be sold, they want to be cared for and attended to with things that bring value to their lives. They don't want advertisements, they want emotional experiences. They don't want to be a customer???they want to be a friend.
Take this advice to heart and you will win and win and win in this digitally connected economy of ours.
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