We publish articles in the trade publications your end-customers read and trust, turning words into sales
Founded in 2002 by Robert Kravitz, the essence of this strategy is that by consistently delivering high-quality, valuable content, your organization is rewarded with end-customer business and loyalty.
It is far less expensive than advertising and much more credible and powerful.
Our niche markets includes the professional cleaning industry, uniform, green and sustainability organizations, HVAC, and food service industries.
Why Not Just Advertise?
Advertising can keep your products and company in the eyes of the consumer. However, advertising is costly and, for many of us, it’s starting to look a lot like wallpaper. It’s everywhere—so much so that we often don’t really even notice it any longer.
Further, it’s not only the volume of advertising that works against its effectiveness, it’s also the number of different messages we are exposed to every day. In fact, more than 900,000 different brands are currently being advertised in the U.S. media.
“As advertising has proliferated and become more obnoxiously insistent, consumers have gotten fed up,” writes Regis McKenna in the Harvard Business Review. “The more advertising seeks to intrude, the more people shut it out.”
The Value AlturaSolutions Brings to the Table
AlturaSolutions Communications communicates with end customers through educational, how-to articles that discuss the value, benefits, and features of your products and services. We also produce an ongoing stream of content including search engine optimized blogs, news stories, product releases, social media messaging, and case studies.
But does it work?
People have a greater tendency to believe what they read – especially if it is from a credible, B2B publication – than what they see advertised—assuming they see the ad at all.
Most people know that advertising is a one-sided message. So, to really find out what is the best brand or product to purchase, buyers ask other people, search for information, and then read articles in the trade publications they trust.
Although people may not believe everything they read in newspapers and magazines, they are definitely influenced by them. As motion picture legend Will Rogers once said, “All I know is what I read in the newspapers.”
Additionally, published articles provides the following:
- Builds brand awareness.
- Rejuvenates old products
- Can be distributed to social media channels
- Motivates buyers.
- Is less expensive than advertising.
- Turns words into sales