First, a couple definitions:
Expertise Marketing- Positioning a company as the knowledge and skill leader of a related topic to their niche
Awareness Marketing- Plastering a company’s name, key products, and reputation in front of as many targeted eyes as possible
With that said, Expertise Marketing will always pay higher and cost less than Awareness Marketing. Not because of some new trend in technology (though the internet does make the fact painfully obvious), but because Expertise Marketing works to build a clear, solid, trustworthy path to your sales floor using capital any good business should already have.
By publishing a blog, writing a book, attending/forming industry events, or even training your damn staff, companies can show customers first-hand why they’re products are trustworthy.
By providing advice that works and telling stories that resonate, you’re essentially giving customers a test-drive of your company without spending a single cent in production costs. Awareness costs thousands up front and
The downsides to Expertise Marketing exist, certainly, and here’s a few off the top of my head:
- Somebody is going to have to spend time on it, no matter how busy the company is
- That time is best spent on an individual with good writing skills, which is less common than any reasonable person would hope for
- The returns aren’t immediate
By not immediate, I mean the test-drive has to ROCK. It has to work, work well, and look good doing it. Essentially, you have to prove your expertise one drip at a time.
But Awareness Marketing does reach more people faster, and the sensible approach would dictate a few ads here and there and maybe a supplementary campaign. (Yeah, that means a marketing campaign for your marketing efforts. I know.)