Imagine receiving over 60 million visits per month on your website, with over 73.99% of that being direct traffic. This means you’re not paying for that traffic.
How would that change the trajectory of so many businesses, even if they receive just a fraction of it, and it’s completely organic?
That’s the power of creating your own media.
This illustrates the power of producing helpful, actionable content presented in an exciting, engaging way.
Content can put you on the world map.
Content can make you a rockstar.
Content can make you one of the most valuable companies in your niche.
In edition #14 of Vik's M.I.X (Marketing. Insights. Exchange) newsletter, we will start with why you should become a full-blown media company.
Then we will talk about how we can steal some heart-winning strategies from the world’s most favourite coffee shop.
And end with talking about the most important story we can tell.
Excited?
Here’s what is inside this edition.
Software companies or publishing powerhouses
Doing B2B the Starbucks Way
The Most Important Story Of A Business
Let’s go.
Software company or a publishing powerhouse
Why are some of the biggest players in any industry today obsessed with building and owning their own media?
Why the buzz? Well, imagine having a direct line to your customers without any middlemen. That's owned media for you. It's like hosting a party where you control the guest list, the music, and the vibe.
It's all about creating your own content playground. We're talking websites, blogs, social media channels - the works. It's your brand, your rules, your audience.
Let's look at a real-world rockstar of owned media: HubSpot. These folks aren't just selling software; they're running a full-blown media company. Their blog? It's a goldmine of marketing wisdom. Their podcast network? It's like Netflix for business nerds (in a good way).
In June 2024, their blog got a staggering 61.43 million visits. That's not just traffic; that's a small country's worth of readers!
Source Semrush
HubSpot's blog is packed with useful marketing tips and advice. People trust HubSpot because they consistently provide valuable content. This trust turns readers into customers.
The big benefit of owned media is direct engagement with your audience. HubSpot controls their messaging and ensures it aligns with their brand values.
So, how do you get in on this action? Here's the breakdown:
Content Variety: They don't just stick to one topic. They cover marketing, sales, service, and more. It's like a buffet of business knowledge.
Quality Over Quantity: Each post is meaty, well-researched, and packed with actionable tips. No fluff here, folks.
SEO Mastery: They practice what they preach. Their posts are SEO optimized to the max, helping them rank for tons of valuable keywords.
User-Friendly Design: The blog is easy to navigate, with clear categories and a clean layout. It's like a well-organized library of business wisdom.
Consistent Publishing: They pump out fresh content regularly. It's like Netflix, but for marketers.
Multimedia Approach: They mix it up with infographics, videos, and podcasts. Something for every learning style.
Guest Contributors: They feature industry experts, adding diverse voices and expanding their reach.
Lead Magnets: Each post offers downloadable resources, turning readers into leads.
Remember, it's not about selling. It's about helping. Be the go-to resource in your industry, and the sales will follow.
Source: Semrush
On the flip side, relying only on paid media like ads can be tricky. Ads are often seen as less trustworthy.
People are good at ignoring them. Plus, ads can be expensive, and the results might not last once you stop paying.
Without owned media, you risk losing your connection with your audience when the ad campaign ends.
Doing B2B the StarbucksWay
First off, let's talk about Starbucks' name game. You know how they write your name on the cup? It's not just cute - it's smart business.
They're making a connection. Now, in B2B, we can't exactly scribble names on products, but we can go deeper.
Think about assigning dedicated account managers who really get to know your clients. I'm talking about knowing the names of decision-makers and understanding their business inside out. It's about making every interaction feel personal.
Now, let's stir in some research. A study by Salesforce found that 72% of business buyers expect vendors to personalize engagement to their needs. That's huge! It's not just nice to have - it's expected.
Moving on to customization. Starbucks lets you tweak your drink six ways to Sunday. In B2B, we can do even better.
Source: Starbucks
Imagine offering a core product or service but with a twist. Let clients mix and match features. A report by Accenture shows that 50% of B2B buyers identify tailored solutions as a top-three purchasing factor. So, flexibility isn't just good service - it's good business.
Here's where it gets really interesting. Starbucks uses its app to send personalized offers. In B2B, we can take this to the next level.
Picture a client portal that doesn't just show invoices, but offers insights based on usage patterns. It could suggest new products or services that fit the client's needs. That's not just sales - it's adding value.
Now, let's talk local. Starbucks does limited-edition local flavours. For B2B, think of industry-specific solutions. A one-size-fits-all approach doesn't cut it anymore.
Harvard Business Review found that 94% of B2B buyers seek out vendors with industry expertise. So, showing you understand sector-specific challenges? That's your secret sauce.
Data is the espresso shot in all of this - it powers everything. Starbucks analyzes purchasing patterns to personalize experiences.
In B2B, we can use data to predict client needs, spot upselling opportunities, and even flag at-risk accounts. A study by McKinsey found that B2B companies using advanced analytics for sales and marketing see 15-25% higher ROI. That's not a small change.
But here's the kicker - and listen closely because this is important. All this personalization needs to scale.
You can't have an army of account managers for every client. That's where tech comes in. Invest in good CRM systems. Train your team in consultative selling. Build products that can flex without breaking the bank.
And always, always measure. Track not just sales, but client satisfaction, retention rates, share of wallet. Because at the end of the day, it's not about copying Starbucks.
It's about understanding the principles behind their success and adapting them to the B2B world.
So, what do you think? Ready to brew up some personalized B2B strategies? Remember, in business, like in coffee, it's all about creating that perfect blend.
The Most Important Story Of A Business
Ever wonder why we love hearing about how big companies started? It's not just curiosity. These stories shape how we see brands and even influence our buying decisions.
Let's explore why these origin tales are marketing gold.
The Power of a Good Story: Our brains are wired for stories. They stick with us, make us feel connected. When a brand shares its humble beginnings, it's like they're saying, "Hey, we're just like you!" That's powerful stuff.
Take Apple. Two guys in a garage, dreaming big. It's the classic underdog story. Every time you use an iPhone, you're part of that story. Cool, right?
Or Nike. Phil Knight selling shoes from his car. It screams determination and hustle. When you lace up those Nikes, you're tapping into that spirit.
Research backs this up. A study by Headstream found that if people love a brand story, 55% are more likely to buy the product in the future. That's huge!
Building Trust and Authenticity: In a world of fake news and polished ads, people crave authenticity. Origin stories provide that. They humanize big corporations.
The Coca-Cola Company's secret formula? It's not just marketing. It's part of their mystique. It makes you feel like you're part of an exclusive club every time you pop open a can.
Louis Vuitton's story connects you to European royalty. Suddenly, that handbag isn't just expensive – it's a piece of history.
Now, let me share with you a story I really love.
How a milkshake machine salesman built McDonald's empire.
Many people still think that McDonald's was founded by someone named McDonald. But it was built by Ray Kroc, a milkshake machine salesman.
In 1954, Kroc was 52 years old, battling diabetes and arthritis, with a struggling business selling milkshake mixers.
Then he heard about a small restaurant in San Bernardino, California, that had bought eight of his mixers.
Curious, Kroc drove out to visit this McDonald's restaurant. He was amazed by what he saw: an efficiently run operation serving quality food quickly. The owners, Dick and Mac McDonald, had developed a streamlined system to make food fast.
Kroc saw potential. He pitched the brothers on the idea of franchising McDonald's across the country. They were hesitant but agreed to let Kroc lead the franchise efforts.
In 1955, Kroc opened his first McDonald's franchise in Des Plaines, Illinois. He was meticulous about standardizing operations, ensuring every McDonald's offered the same experience.
Kroc's real genius was in real estate. He set up a system where McDonald's owned the land beneath each restaurant, leasing it to franchisees. This gave the company a steady income stream beyond just selling burgers.
In 1961, Kroc bought out the McDonald brothers for $2.7 million. He was now free to expand the company as he saw fit.
Kroc's vision transformed McDonald's from a small California operation to a global behemoth.
By the time of his death in 1984, McDonald's had over 7,500 locations in 31 countries. And in 2023 McDonald's had 41,822 restaurant locations across the globe.
See, these stories do more than entertain. They communicate brand values. McDonald's isn't just selling fast food. They're selling the American Dream, innovation, and opportunity.
A study in the Journal of Marketing found that stories are 22 times more memorable than facts alone. That's why these origin tales stick with us.
What do you think? Has knowing a brand's story ever influenced your perception or purchasing decisions? Put your thoughts in the comment box.
Well, that’s the wrap for edition #15 of the Viks M.I.X (Marketing. Insights. Exchange) newsletter.
Like today’s edition? Let your friends know about it. Share it in your network. And if you like it and comment on it, LinkedIn’s algorithm will boost it too. So help me spread the good things to the world.
Appreciate you spending your time here!
If we haven’t met, my name is Vikramsinh Ghatge.
I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.
I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.
Need help with your marketing or branding? Reach out to me for advice, partnerships, interviews or podcasts.
Meanwhile, subscribe to my newsletter for the most potent and latest marketing tips straight to your inbox.
Comments