You can’t turn on your laptop without stumbling upon someone yammering on about “content marketing.” It, apparently, is the latest and greatest marketing strategy boasting endless benefits to your business, which of course, sounds terrific. But you’ve got one very important question. How can it lead to increased sales?
That is a very good question, grasshopper. And, fittingly, there is a very good answer. In fact, there are several.
You didn’t achieve success by accident. No, siree. You are where you are because you know your stuff. You’re an industry expert with an endless font of knowledge. Yes, you are the great solver of problems.
How does this translate to new customers?
Quite simply put, you possess the wisdom that many seek. And, by sharing said wisdom and solving problems, you will be establishing yourself as an industry expert who can be trusted and genuinely cares about their customers. This is a Public Relations dream.
And, as Forbes’ “What is Content Marketing?” states, the first stage of the buying cycle is making the customer aware that there is a solution to meet a need that they are experiencing. Now that you have earned their trust, you will be in a better position to illustrate why your product is their most viable option–making your cash registers “cha-ching” more often.
How do you dazzle them with your expertise?
There are several ways to establish yourself as an expert in your field, but one great way is to seek opportunities to become a guest blogger. By selecting a quality blog and offering to provide pro bono content, you will increase your audience, direct traffic to your brand’s website, and boost both your personal and your business’s online reputation. And, as you know, consumers like to buy from companies they trust.
You can also create webinars, newsletters, how-to videos, and online chats designed to solve customer problems. And, by strategically placing them on social media platforms that link back to your corporate website, you can dramatically elevate brand awareness and, most importantly, close more deals.
Why does everyone long to make the front page? It’s likely because humans have short attention spans, but every newspaper subscriber reads the first page. It’s where the most important and exciting news of the day resides. Quite simply put, that’s where your brand wants to be.
How does this translate to new customers?
Visibility equals influence. By making it easier for people to find you, you will not only increase the size of your potential audience, but you will also be in a better position to win over more clientele. It’s simple math. Furthermore, as your brand’s name grows, you will be in a better position to create content for more prestigious online blogs and magazines–enabling you to, once again, increase your influence, dramatically elevate your online reputation, and close substantially more sales.
How do you land on page one?
When it comes to online content, the Holy Grail of cover spreads is the first page of Google’s Search Results. You want your content to appear there, preferably at the top of the heap. And, in order to do this, “How Does Blogging & Content Marketing Generate Leads” recommends producing natural, valuable, and socially proven–shared on social media–content that has no hint of spam.
You’ve already demonstrated that you’re a very smart cookie. Perhaps, the smartest of the batch. But some customers require a personal recommendation. Positive word-of-mouth. And clever content marketing can earn you oodles of good press.
Why do you want to earn praise through content marketing?
Yes, it is great to have your satisfied customers sing your praises at the grocery store, in the lineup at the bank, and at their family reunions. But, it is also extremely important to accumulate positive feedback online.
Internet consumers, for the most part, value one another’s opinions and, often, consider online word-of-mouth when embarking on a purchasing decision. Your online content provides them with the perfect opportunity to post kudos in your company’s honor. And, as “How to Generate More Leads than Ever in 2015 with Content Marketing” adds, the final stage in the buying cycle is the Evangelist stage–the point at which you continue to nurture existing customers to keep your referral loop rolling.
How do you keep the praise pouring in?
You simply keep on doing what earned you praise in the first place. Generate excellent, shareworthy content that satisfies your customers’ needs, keeps them entertained, invites them to interact with your brand, and solidifies the positive relationship that you enjoy with your audience. And, most importantly, provide excellent customer service, offer top-notch products at competitive prices, and deliver on your promises. And, most notably, provide your satisfied customers with opportunities to share their experiences online.
If you haven’t introduced content marketing to your company, you are missing out on a huge opportunity to grow your business. So get writing. Your eager audience awaits.
What tips can you offer someone who is new to content marketing?
Kimberley Laws is a regular contributor to HowDoYou.com and the author of two blogs, The Embiggens Project and Searching for Barry Weiss. A "Jill of all trades," she is a High School English Teacher and Certified Career Counselor with a background in makeup artistry, retail banking, and graphic design. She is also a scrapbooking, PEZ-collecting, car enthusiast who loves travelling and New York City.
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