Star Wars is the great epic of our generation. We didn’t get a Homer or a John Milton. The children of the last half of the 20th century were given George Lucas. And like it or love it, Star Wars has had an impact on all of modern society.
The Star Wars saga has exploded and crossed generational boundaries. It has given millions something to dream about, and personifies the classic struggle between good versus evil. It can also deliver good lessons on marketing, especially inbound marketing.
So, pay attention young Skywalker, for below are 5 things that Star Wars can teach you about inbound marketing to fleets
1. Marketing Has Changed
Just like Yoda says, “You must unlearn what you have learned.”
Traditional forms of advertising are less effective and more expensive than inbound marketing. Traditional media, such as television and radio, are becoming more niched and segmented in their audiences. Print is the aberration to this general rule. Print is still a strong traditional technique that is important to your fleet marketing strategy.
Inbound marketing techniques, such as content marketing, social media, and email marketing, are becoming more and more effective in pulling your audience to you. Because you are conducting B2B marketing, you establish yourself as a reliable source of information to the trucking industry. And you can also use digital advertising to assist in pushing out your content.
Inbound marketing is one of the best ways to establish your brand as a reliable source of information to the trucking industry.
2. Build Loyalty and Trust
Despite being one of the most ridiculous parts of the original trilogy, the Ewoks are a perfect example for inbound marketing. You need to build brand loyalty and trust among fleet owners and executives, like Leia, C3PO, Luke, and Han built among the Ewoks on Endor.
The purpose of pushing educational content to your website is to start a conversation. Blog posts, articles, white papers, and other media covering your area of expertise engage visitors well before they are ready to purchase.
You already specialize in a niche area. You know that your audience is composed of fleet executives and owners. This helps you push specific content that is applicable to that audience within the trucking industry. And you build a strong online following. You aren’t cold calling and begging for people to purchase your product. You are allowing visitors to get to know you and learn from your experience.
Your Inbound marketing pushes specific content to your audience, and it builds stronger brand loyalty.
3. The Story Continues
Much like the Star Wars franchise, the story your content tells should continue. The Star Wars franchise has continued beyond the original trilogy. The new trilogies and the expanded universe continue to tell the tale of a turbulent galaxy, and it has moved into mediums other than the silver screen.
Your inbound marketing should take a similar approach. You can’t be content to use the exact same platforms that you always have. Be open to trying new things. For instance, between the original trilogy and the prequels, Star Wars books and video games were published. This greatly expanded not only the Star Wars universe, but it also kept both old and new fans engaging with the franchise. These additional media channels have grossed a total of $4,720,000,000.
You can’t always rest on your laurels or bow to nostalgia. You can develop apps and other new media to publish your content. Despite stumbling blocks and road bumps along the path to success, you can’t stop just because your idea didn’t pan out.
Always be prepared to try new things and phase out failed ideas.
Unfortunately, there aren’t any Deathstars in the world of inbound marketing. You don’t have any moon sized space stations to completely destroy the obstacles you confront while marketing to fleet owners and executives. But, by committing to change and trying new things, you are lightyears ahead of the competition.
You’re not quite a Jedi yet, but you are well on your way to earning your lightsaber.