Educate and Inform. Don't Interrupt

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People today buy differently than they did 10 years ago. The modern buyer’s journey often starts with Google now, rather than with traditional advertising. Buyers have transformed how they consume information, research products and services, make purchasing decisions and share their views and experiences. The customer is more in control than ever — and tunes out traditional sales and marketing messages more than ever.

People do not want to be interrupted by marketers or harassed by sales people. They want to be helped. 

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Instead of buying ads, cold calling, sending emails to unsegmented email lists and praying for leads, this new way of doing marketing (often referred to as "inbound" marketing) focuses on creating quality content that specifically appeals to the pain points of your target personas.

It's a complete shift of perception, as your marketing, instead of being all about what the marketer or the company wants to say, becomes customer-focused, centred on what the customers actually want to know or learn.

By publishing the right content, in the right place, at the right time, your marketing becomes relevant and helpful to your customers, not interruptive.

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If you want to learn more about inbound marketing, we have got a very helpful FREE ebook that will tell you everything you need to know.

Conclusion

Remember this new mantra, stop interrupting your prospects and customers and start educating them in order to nurture your relationship with them and build trust. You will see many more results and it ultimately cost you less per lead.

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About the author
Stephanie Reed

Business growth specialist with a background in publishing and media, turned into an inbound marketing aficionado.

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