Using Your Expertise: A New Way to Business Marketing

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When we started blogging, we didn't know the amount of responses we would get from our users. To our surprise, it became an indirect marketing technique that's become invaluable. By establishing ourselves as someone who knows a thing or two about business, our clients told us they came to trust our abilities in servicing their companies. Says Professor of Marketing at Milan's Bocconi University, Francesca Golfetto:
With buyers increasingly savvy, how can companies resist relentless commodification and distinguish themselves from rivals? An increasingly popular approach is to emphasize one's expertise in the business, as distinct from the quality of one's product. Such competence-based marketing is especially persuasive in business-to-business relationships that involve hard-to-assess goods or follow-on services.
Advertising and other marketing means are becoming saturated. You're an expert at your business; the next logical step, of course, is to publicize your expertise.

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Posted on March 29

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