The Power Of Content

The internet has revolutionized the way organizations tell their stories. The days of relying on traditional media outlets and expensive advertising campaigns are over. Smart marketers now use the web to communicate their message directly to their audience. The cost of advertising to convince people to pay attention to your organization, products, or services is no longer a concern.

Today, anyone can use the power of the web to elevate their organization to a position of importance. By highlighting their expertise and understanding their audience, marketers can craft compelling content that resonates with their buyers. The web enables organizations to deliver the right information to buyers at the moment they need it most. Marketers can use websites, blogs, e-books, white papers, images, photos, audio content, video, and even product placement, games, and virtual reality to create informative and engaging content.

In addition, social media sites like Twitter, blogs, chat rooms, and forums allow organizations to participate in conversations and engage with their audience. The key is to behave like a publisher, creating content that people want to consume. By doing so, organizations build credibility and loyalty with their buyers.

Know Your Audience

The internet is the go-to destination for people looking to buy something. When potential customers arrive at your site or social media feeds, you have a unique opportunity to draw them into your sales process. The question is, will you be able to do so?

While many marketers understand the power of content, they often make the mistake of focusing only on the top of the sales funnel. They create content to attract buyers, but fail to provide the support that salespeople need to close the deal. To be successful, organizations must create targeted content that speaks directly to their audience.

People don’t go online looking for advertising. They want content that addresses their needs and concerns. By providing information when they need it, organizations can establish a long and profitable relationship with their buyers.

To make the most of your content, you need to help your site’s visitors find what they are looking for. When someone arrives at your site for the first time, they are looking for answers to specific questions. These questions include:

• Does this organization care about me?
• Does it focus on the problems I face?
• Does it share my perspective or impose its own on me?

How Big Birge Plumbing Company Became a Leader in a Competitive Market

Gone are the days when businesses could rely on print phone directories like the Yellow Pages to generate leads. Nowadays, people use search engines and consumer review sites like Yelp to research companies. In the plumbing industry, having a great website is especially important in a highly competitive market.

I had the pleasure of speaking with Lallenia Birge, also known as “A Plumber’s Wife to Big Birge Plumbing Co.” Lallenia and her husband Brad Birge founded Big Birge Plumbing Company in August 2012, and they quickly made a name for themselves with their personalized marketing approach.

“Don’t let your money go down the drain! Call Big Birge Plumbing Company. For all your plumbing needs!” This clever pun is just one example of how the Birges use personalized messaging to stand out in a crowded market.

In an industry where most plumbers don’t even have a website or have a basic one with just contact information, Big Birge Plumbing Company stands out with its fun original photos and great design. The company’s humorous personality is also showcased on their Meet Big Birge page, where Lallenia introduces herself by admitting she doesn’t have years of plumbing experience and has made some rookie mistakes at home.

The fun extends to the design of their trucks, which feature Lallenia with a “gasp” expression peering into a toilet filled with money, and to their social media presence on Facebook.

Despite being a newcomer to the plumbing industry in Omaha, where there are over 400 plumbing companies, Big Birge Plumbing Company has grown quickly in less than five years. Their online marketing strategy has earned them the Best of Omaha award for two consecutive years.

This just goes to show that anyone with a smartphone and a focus on reaching buyers online can grow a business in a competitive market. Big Birge Plumbing Company’s success is a testament to the power of personalized marketing and originality in standing out from the competition. In fact, when you search for “Omaha plumber” on Google, Big Birge Plumbing Company is ranked on the first page of the results, which is impressive for a company that has only been in business for a few years. By taking inspiration from their approach, you too can achieve similar results in your market.