Your blog or your website is not your business as of itself. It is just a single component, a traffic and engagement vehicle. It is a space to get the word out about your brand and your message. It is not designed as a mouthpiece to make you look good. It is or should be designed to sell. There should be no hippy-ish idea that your blog is there to add coolness to the web-o-sphere, and then somehow you will become the next Apple of the world.
Whether you run a web services company or a fitness website, the following principles should apply.
Getting Your 5-a day?
Take Apple for one, they are not a phone company, they are not even a computer company, they are actually a marketing company. They primarily make money these days by selling music. The vehicles they use for this are their products equipped with iTunes- the iPad, their computers, plus the iPhone. Apple aren’t in the business of being cool for cool’s sake. They are in the business of selling.
Coupled together with aesthetically pleasing well designed products and slick marketing campaigns, Apple make their money by selling recurring goods to their devoted following. Apple know once you become a customer you will keep on buying newer, updated versions of their products. Most people are on their 3rd of 4th Apple iphone, computer or device after about 10 years of buying their first product.
And the icing on the cake for Apple is this in case you thought they weren’t a marketing company. They are marketers in the oldest form of the world, true publishers. They own the rights to most of the world’s music and they make money publishing or licensing that music from iTunes, the world’s biggest online music retailer. To top that off they also make commissions from apps and digital downloads. And people still think they are a computer company!
Therefore a customer is very valuable to Apple. Apple sell their products at the upper end of the price tier in all of their respective markets. They don’t wholesale or offer their products at any discount whatsoever. They don’t need to, people are tripping over themselves to buy their latest products. Selling cheap is not the only way to make sales.
We’ve all heard about brand awareness. Indeed if you are using an old windows word version prior to Windows 2000 if you typed the word iPad into a word document the spell corrector thinks this is an error as it doesn’t have the word in it’s database. Fast forward a few years and it seems Apple have taken over the world.
Apple Sell Computers – Don’t They???
But Apple have been going since the early 80’s and it wasn’t until they got their marketing right that they catapulted into the homes and mindsets of almost every consumer on earth. Love ‘em or hate ‘em, the whole world knows about them. By diversifying into the music market with a slick new digital musical player the iPod, Apple blew the imaginations of all music lovers on the planet. The lesson here is this, Apple where primarily a computer company, but they diversified into the audio visual music appliance world, and catapulted their brand awareness, and also their computer sales at the same time. Not too mention the start of their never ending successful future product launches.
Once they focused their mindset from selling computers, they crafted a new marketing campaign and style, and were able to focus their company in a new lucrative direction. Some say they have done all right for themselves.