I get my news from Apple News. No ads. I watch movies and series on Netflix. No ads. Back when there were sports to watch, I always recorded the game so that I could skip the interruptions. No ads.
Ah, but what about online!? On websites, any graphic in a box across the page is now invisible to me. My brain has been trained to ignore it. When I search on Google, I automatically skip the first three results with the little “Ad” icon next to them, because I know the best results come right after that. 67% of all clicks go to the first five organic results because we’ve all been trained to not trust the top three “ad” results. The bottom line outcome: No ads.
If you’re reading this, you’re an educated, high earner. Which means you don’t see any ads, either. As Scott Galloway puts it, “Advertising is a tax the poor and the technologically illiterate pay.”
The audience you want to reach is very difficult to get to via ads.
Your company doesn’t need advertising. It needs marketing. The real definition of marketing. Not the interruption-driven sales pitch to get you to buy something you don’t need. Good marketing is exactly the right advice when you need it, helping you solve real problems in your life, your career, and your business.
70% of marketers say unique insight-driven content is more effective at driving sales than pay-per-click advertising. Great content also generates higher quality leads versus ads, with a higher overall conversion rate from organic traffic.
This happens to me a lot. I get a message from someone who has been reading my LinkedIn and boomtime posts for a while and decided to reach out to me because they appreciate the content and insight I share and think we’d be a good fit to help them. You’re just not going to get that level of educated quality prospect from paid ads.
The unique insights and perspective that you’ve gained from years of experience in your niche – that’s great marketing.
Go do that.
Learn more by listening to our B2B Word of Mouth Marketing Podcast.
All the best,