"By early 2009, his company, River Pools and Spas, a 20-employee installer of in-ground fiberglass pools in Virginia and Maryland, had a decline in orders from an average of six a month to barely two. That winter, four customers who had planned to install pools costing more than $50,000 each demanded their deposits back. For three consecutive weeks, the company overdrew its bank account.Muitas vezes tento convencer as PMEs a criarem e a animarem blogues sobre a sua actividade e o que os seus clientes consideram valor... a minha taxa de sucesso é muito baixa.
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Around this time, Mr. Sheridan began to overhaul his marketing. The company had been spending about $250,000 a year on radio, television and pay-per-click advertising. It would now cut the budget to about a tenth of that and focus on generating sales through informational blog posts and videos, what has become known as content marketing. But Mr. Sheridan took an unconventional approach to his content.
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As a result, River Pools has recovered to exceed its peak pre-2007 revenue, and Mr. Sheridan, a 35-year-old father of four, has become something of a Web marketing guru. While he still owns a 33 percent interest in the pool company, his partners manage it day to day while he concentrates on his new venture, TheSalesLion.com."
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Este é um bom exemplo para tentar ilustrar o que se pode conseguir seguindo por essa via... simples, sendo natural, sendo autêntico, sem truques.
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E acabo este postal a recordar o velho engenheiro Matsumoto a repreender-nos, por não contactarmos os fornecedores em busca de informação.
Trecho retirado de "A Revolutionary Marketing Strategy: Answer Customers’ Questions"
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