The cost of buying media has come down for most lines of business. There are just more media avails out there than ever before. There’ll be plenty more to come, too.
So, why not take some of the money you’d otherwise have spent on media and offer it to your target audience? This could be as simple as a coupon, or as high-end B2B as a white paper you commissioned from a respected research outfit.
Such offerings leave a bit of your company with your target audience. It might be a coupon in a wallet or a white paper on someone’s desktop. Either way, it’s setting up a more direct and interactive pattern between you and your target.
If you’re going to ask someone to become a friend on FB, offer them something of value for making the effort. Value for value is the future of marketing, online as well as offline. LC
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