Give More.

One of the best approaches for marketing is giving. This works for businesses that sell services as well as those that sell things.

Start with your knowledge. How many times have you spent hours researching something on the web? You know the value of a well-written article or infographic that addresses questions you really have. If you’re worried that you’ll give all your knowledge away and no one will need to come see you, those people wouldn’t have hired you to begin with. This is actually one of the best ways you can begin to let people get to know you, and it goes a long way toward getting them to contact you.

Share other people’s expertise, too. If you think of your social media channel as a way to share industry information, or to maybe give a little humor to someone’s day, it becomes a resource your target audience will naturally want to follow. Without sending out pleas of “Like My Page!”

Give gifts with real value. For example, there’s a big difference between nagging sale notices and a coupon you know comes once in a while - or Amazon Prime Day. Along those lines, no one ever got excited over a branded ballpoint pen. But branded food? Yes. Or even un-branded donuts with a handwritten note on top.

Marketing that isn’t as a gift (or is in a gray area):

• Pop-ups that disrupt your visitors from happily engaging with your website

• Links and requests for reviews

• 20% coupons sent regularly with “SALE! SALE! SALE!”

Marketing that is a gift:

• Your expertise delivered in ways they can use

• Sharing relevant industry news

• Big coupons that are sent as a surprise, and as thanks

• Dropping off treats for your favorite b2b staff