When the pandemic started we at AlphaGraphics Lehi felt it important to let our customers know we were still open for business and sent out several emails to that effect. It took about 2 days to realize every other company in the world was sending out the same messages so we put a stop to emailing our customers. Instead, we started direct mailing our customers tangible items we thought they might need, items like free posters of the new Employee Rights rules, how to wash hands posters, social distancing posters. We felt if we wanted to stay connected to our customers then we should at least give them something useful and not be salesy.
Today I read an article that backs up this idea of “sharing marketing.” This is the paragraph that really caught my eye:
Ninety percent of top-performing B2B content marketers put the audience’s informational needs first, according to the most recent B2B content marketing benchmark study from MarketingProfs and Content Marketing Institute. Sharing customer success stories, how-to guides, industry research and virtual tours – as well as being available, helpful and real – is the approach companies must now take.
Here’s a link to the article: https://lnkd.in/gxaS2jh