Dave Thackeray, expert digital marketer, broadcaster and journalist has written an important ebook worthy of attention. It is Marketing As You(r Customers) Like It, Simple strategies for sustainable success.
Responding to today's "customergency," Thackeray states, requires business owners and marketers to use new technologies and strategies to compete successfully for customer mindshare--and marketshare.
The author points out that successful selling in this digital era no longer involves just presenting the Unique Selling Proposition of the product. Instead, you--the seller--are the product. Today's highly informed buyers have the power to select both what they purchase and from whom. So, you must sell yourself as much as you sell your product or services.
The businesses most likely to succeed in this customer-dominated market are those who focus on understanding their customers' needs and cultivate the strongest relationships with them.
How to do that? This passionate proponent of podcasting recommends a marketing program that includes: Podcasting, blogging, newsletters and social media. Podcasting offers numerous benefits:
--According to the author, podcasts are the one truly "live" marketing channel. Audio broadcasts (and, of course, videocasts, which Thackeray treats in a second ebook, Sharing Superheroes) enable you to put a human face on your company and communicate your authentic business personality. This is important for engaging prospective customers and persuading them to do business with you.
--Podcasts provide a means to deliver special content for customers that adds value to the relationship, earns customer loyalty and sets the company apart from its competitors.
--Podcasts can make marketing more customer-centric and can help build "customer communities." Thackeray encourages podcasters to "soak up the genius of others." He cites a successful broadcast to which he invited clients to participate in a panel where they shared ideas and insights on topics of common interest. The broadcast resulted in significant audience response.
Once podcast content has been created, repurposing it is limited only by one's imagination. For example:
--Ideas resulting from podcast discussions can serve as the basis for a blog post that poses questions soliciting audience engagement.
--Newsletters can report highlights of panel discussions and inform customer communities about company activities.
--LinkedIn, Facebook and Twitter can publicize blog posts, promotions and special company events.
--Discussions may continue on Twitter; company event reminders can also be posted.
What I found unique and especially interesting in this ebook is Thackeray's list of eighteen(!) apps that enhance the capabilities of Twitter. These valuable tricks of the trade demonstrate how the "pros" identify prospective customers and form valuable professional networks of news sources and go-to industry experts for fact-checking and opinions on industry trends.
Finally, Thackeray lays out a clear format for organizing and tracking the repurposing of content over time.
Marketing As You(r Customers) Like It is an enjoyable read by an erudite fellow. (Note reference to Shakespearen play.) It is practical without being overly technical. (For specific suggestions on equipment and so on, Thackeray refers readers to his eponymous website.)
Thackeray's mission is to convert more businesses to the idea of podcasting so as to "sell more stuff." This book provides both the "why's" and the "how's" of accomplishing this.
For those preferring to outsource their podcast marketing program, the ebook offers an excellent introduction to the services of Dave Thackeray, a consummate professional who is passionate about his work.
At about the time this ebook became available on Amazon, I was privileged to be interviewed by Dave once again. He was in the UK; I was in the US. Our session went off without a glitch. Even in my second experience, I still find podcasting amazing.
P.S. Be sure to read to the very end of the ebook. To thank readers for their time, Thackeray makes a highly attractive free offer. Jump on it now before it goes away!