Interruption v Invitation Marketing for K-12 Publishers

The seismic shift that has occurred in marketing is that we have moved from an interruption model to an invitational model in marketing our company messages.

For years, the interruption model was effective in using broadcast and advertising media to inform prospects of a company's goods and services. Now, despite the channel, prospects are experts at dodging and ignoring broadcast and print ads.

The new effective method of marketing is through an invitation model where a company builds relationships with its community and freely shares content that is important to that community. Companies accomplish this through outbound communications such as newsletters, white papers, videos and social media while letting prospects know they are ready to serve when the prospect is ready to buy. This is called content marketing.Today's customers don't have to rely on viewing a company's ad to be informed about products. They research what's available through the copious amount of information that is available to them online. When they have accumulated enough information to make an informed decision, they contact the company they have selected.

K-12 publishers have an advantage over other businesses when it comes to incorporating content marketing strategies into their marketing and sales efforts.

Why is that?

Because K-12 educational publishers are already in the content business, and most of them know the kind of information their customers and prospects are interested in. The key to success is pushing out the content freely with no heavy sales language and no expectation that there will be a quid pro quo interaction. Not everyone who accesses your company's information will choose to buy from you. But it is highly likely they will NOT buy from you if you haven't built a relationship with them.

People buy from people they know, like and respect. Period. I'm sure this is on someone's list of essential laws of commerce, and it is absolutely true. Particularly educators. Educators are much more likely to depend on a recommendation from another educator than on any company's sales materials.

How are you reaching out to your community and sharing information that is important to them?


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