Info Marketing, IBM and You

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"IBM JOINS PODCAST CRAZE WITH AUDIO THINK PIECES" trumpets the headline.

This is significant, I think. Not just because it's a podcast, but because it's yet another manifestation of what I believe is essential in 21st century marketing: "information marketing".

What is info marketing?

Simply put, it's freely sharing your knowledge with the world.

Smart companies like IBM have been doing it for decades. Now small companies, service professionals, consultants, writers, designers, and all kinds of knowledge workers are discovering the same thing:

You can attract more clients, enhance your credibility and boost your visibility by sharing your knowledge, experience and insights with interested members of the public, either in person or via various media.

In other words, telling -- not selling.

As a freelance copywriter specializing in marketing communications, I regularly assist my clients in selecting, writing and distributing choice chunks of their knowledge base. So I'm well acquainted with its benefits.

Information marketing can take many forms, depending on your specific goals and target markets: articles, columns, white papers, op-ed pieces, even letters to the editor. Info-marketing can spread using news releases, flyers, handouts, case histories, customer "success stories", presentations, speeches and many others. They can appear in newspapers, magazines and online media, or be distributed in your store or office lobby. And don't forget your company web site, newsletter and blog.

The secret of success in information marketing

To make your information marketing succeed, here's the key: Don't make it about YOU, your company or that nifty new widget you're introducing. This isn't a sales pitch. The main focus must be on the information you're sharing.

What information should you share? Obviously, it depends on the work you do and the audience you serve. But in general, it must have value to your target market. It shouldn't be old news or common knowledge. It should reflect the depth of your experience and expertise.

My suggestion: Give away a few of your best secrets. Old or useless information leaves people feeling, "So what?" Juicy insider info fascinates people, drives up your credibility, and convinces potential clients there must be a lot more where that came from.

Even if you're well known in your field, the information you're sharing should be center stage. Keep yourself out of the spotlight (mostly) and on the sidelines. Whether you're an expert on condo investing, chiropractic or carpet cleaning, the information is the star.

But what about you, the info provider?

Sure, you can work in a few subtle references to your experience, just as I did a few paragraphs ago ("As a freelance copywriter specializing in marketing communications, I regularly help my clients...") That kind of reference is forgivable, because it fills a necessary goal. It explains who you are and establishes your credentials. Just be sure it doesn't become a blatant sales message. If it does, it'll never "see ink." Any good editor will trash it the minute s/he spots puffery, hype or anything remotely resembling a sales pitch.

Sharing your knowledge is not only good karma, it's good business. You are far more likely to be noticed by prospects, the public -- and Google. You'll enhance your credibility and position yourself as an expert in your field. After all, experts write articles and get their names in the paper. So if you've written articles and gotten your name in the papers, you must be an expert!

If you give away your secrets, what will you sell?

Some of you may be thinking, "Wait a minute. If I give away my hard-won knowledge, what will I have left to sell?

Well, you're not giving away the whole store, of course. (You probably couldn't, even if you wrote a book.) You're just giving them a chunk of it. A taste. A free sample, just like the man selling fudge at the carnival. It's a fair trade. After all, look who you're attracting.

Info marketing attracts qualified prospects

What info-marketing does (frequently better than advertising and at a much lower cost) is attract people who are interested in what you offer -- i.e., leads. Potential customers. Prospects.

For example, if you're a web designer and you offer a free one-hour workshop on how to build a website that actually builds your business, who's going to attend? Business owners and/or their marketing people, probably. Virtually every attendee is a likely prospect, since they probably either have a website -- or need one. Plus they want it to grow their company, increase their revenues and fatten the bottom line. And (in our example, at least) that's what you do.

Sounds like a pretty fair exchange. Give a little of your knowledge. Get valuable face time with warm prospects in return. But wait, it gets better.

If you were a member of the audience that day, and you wanted a new or improved web site that would really zing your bottom line, who would you be more likely to hire? Some anonymous company that ran an ad you happened to notice? A stranger you have no relationship with?

Or would you call that knowledgeable guy who presented that web marketing workshop? You remember that he really seemed to know what he was talking about, he was generous with his knowledge and time, confident when he answered your questions. By the time the workshop was over, you felt that you really knew him. Trusted him. After all, he's the one who warned you about the pitfalls, and the stuff to be sure to include. He's the one you already know, the one you feel a bond with.

You might even think, Gee, he gave me so much good info, I feel almost obligated to choose him for our web site makeover.

That's just one reason why I'm convinced info-marketing is the way of the future (and by the way, the future is already here.) Whether it's a podcast, like IBM's new venture, or an old-fashioned eyeball-to-eyeball presentation, information marketing will help you attract prospects, forge relationships with them, and boost your bottom line.

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I'd love to know what you think of this article. Please post comments on my blog, Attract More Customers. It also has lots of timely information about marketing and communications in the 21st century.

To learn more about info-marketing, visit my articles page.

If you're a business owner or marketing manager who could use some expert help writing or editing your own info-marketing material -- oops, sorry. I did say no blatant sales messages...

Well, how about just a little link?