Marketing has changed more in the past four years than in the past forty, due to significant changes in buyer behavior.
Thanks to the Internet, 81% of us perform online research before making a buying decision, 60% of us begin our search using a search engine like Google, and 61% read online reviews before purchasing.
Because we can find anything we want, any time we want, we are in full control of who we give our attention to and are increasingly intolerant of ads and pushy sales tactics. In addition we are voting with our wallets, and choosing where possible to support businesses who demonstrate a higher purpose aligned with our values.
You need to have an online presence that enables you to rank highly in search engines, engage potential customers with useful information and a compelling higher purpose. Without it you will lose business to your competitors.
Quite simply, if it’s not your content that your customers are consuming, it’s someone else’s.