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How to Market Now

Selling cold prospects was never easy, but with nearly everything in flux at the moment, cold prospecting is immeasurably more difficult. That makes your digital presence, content marketing, and relationship building ever more critical.

What Does Your Digital Presence Say?

The quality of your digital presence is the difference between being invited to your prospect’s shortlist and your prospect never even knowing you exist.

If your digital presence says, “me, me, me” and not much else, your prospects are already clicking through to the next name on LinkedIn on their Google results page. The truth of the matter is this:

Your prospects don’t care about you.

Your prospects don’t even care about what you do.

Your prospects care about what you can do for them.

Make sure that’s what your digital presence is focused on.

Content — and Content Marketing — is the Key

Largely, your digital presence relies on the content you publish and promote. (As well as the content of others that you engage with.) Make sure your content focuses on the problems your prospects are seeking to solve and, ideally, how you’re able to help them solve those problems.

Check to see that your content is still relevant to your target audience, whether because of a major change like our current pandemic or more evolutionary changes in their industry or your competitive landscape.

Connection is the Goal of Content Marketing

The goal of content marketing isn’t to publish a never-ending stream of content. Even if it’s truly great content, that’s not enough. The goal is to create a connection between you and your target audience and build that into trust over time.

That trust is the difference between the awkwardness of starting a conversation from scratch with someone you’ve never met and the more comfortable experience of segueing from broader a broader, more general conversations into a discussion of a prospect’s individual needs.

I hope you’ve already got some content marketing underway and that our current reality is an opportunity to fine-tune it and allocate more time to it — perhaps the time you might otherwise be on your way to a networking event or in-person sales call.

You may find that given a bit more attention, these tools will help you determine how your market now may power stronger gains even when other forms of marketing return.

Andrew Schulkind

Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured? A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms find a more strategic and productive mix of tools that genuinely support online brand goals over time. With a passion for true collaboration and meaningful consensus, his work touches social media, search-engine optimization, and email marketing, among other components. He views is primary goal as encouraging engagement. Getting an audience involved in your story requires solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either. Andrew has presented at Social Media Week NY and WordCampNYC, among other events, on content marketing and web-development topics. His technology writing appears on the Andigo blog, in a monthly column on, and for print and online publications like The New York Enterprise Report, Social Media Today, and GSG Worldwide’s publications LinkedIn & Business, Facebook & Business, and Tweeting & Business. Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")

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