There are people out there that want to like you, trust you, and even buy from you.

They want to come to your event, give to your cause, and join your organization.

Only one thing is stopping them: they don’t know you.

Digital marketing is the process of getting people to know, like, and trust you. The first step is getting their attention; then giving them a reason to like you, and, in the end, you have a relationship that enables them to trust you.

The best way to get attention is to create value for them.

Give them access to your expertise, your wisdom, your connections before prompting them with a call-to-action – why? The same reason big companies like Dropbox, Evernote, and Google give your free versions of their service: they want you to see the benefit, enjoy it, rely on it, then see that you need more of it.

At the center of good marketing is getting attention for your brand, your product, or service from the right audience. Content and visuals are the most effective tools for doing so in 2018. Social media works because brands have learned how to garner attention and build relationships around content.

Here’s the question for you: What would happen if you built an audience around your expertise? Would more people be interested in your product? Would bigger clients look to employ you because they’ve seen your skill on display?