How to get leads from your content marketing

How to get leads from your content marketing

HOW TO GET LEADS FROM YOUR CONTENT MARKETING

CONTENT MARKETING STRATEGY

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How to get leads from your content marketing

About The Book

How to get leads from your content marketing

This eBook How to get leads from your content marketing outlines the processes that you should undertake to get traffic and leads from your website with a solid content Marketing strategy.

The formula for being successful with your content marketing strategy is simple:

  • Get Found (drive traffic to your site)
  • Generate leads and customers from that traffic)
  • Analyse (be smart about what worked and what didn’t).

This methodology maps nicely to a list of core services that you should do to drive better results to your website.

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A better way to post on social media

A better way to post on social media

A better way to post your social media posts

A better way to post on social media.

Many small businesses think that just posting what you have done is enough to attract potential customers. They will post pictures of their work be it a completed a Solar installation or a completed product built in your factory. They assume that is all that you need to do to attract potential interest. Well, it doesn’t hurt, as long as you are doing something. Remember if you are saying nothing then no one will see you. But there is a better way of doing this.

The better way

There are smarter ways of posting things on social media. For example, instead of saying “we did this” or “look what we did” do it in a more meaningful way. Do it in a way that can gain an interest in a potential customer. Here’s some tips on how to do this:

Talk about your customer!

Your customer bought something from you because they needed to solve a problem that they had. Let’s say it was to save electricity costs or they needed to extract heat from their factory. Whatever the story is talk about that. For example, “our customer wanted to save costs on their power usage, so we installed a system that would give them less reliance on the grid”.

Customers need their problems solved.

With your social media posts, you want to attract similar people. The target audience is other people who are like your customer. Other people who are looking to do the same thing or solve a similar problem. They will see your post and it will trigger an interest for them. They will become interested because it something that interests them.

Building a good story

When you post on social media you should be creating a consistent story that relates to your business and the way you help your customers. Let’s face it we are all in business to solve customer problems. When you tell your story have your past, current and future customers in mind.

 

Remember! A good story lasts years. Start telling yours!

How to create your content marketing strategy

How to create your content marketing strategy

Here’s some help on how to create your content marketing strategy. You need to start with the reason for your content marketing. What is the purpose of your content? Who are you helping? As well as how you will help them in a way no one else can. Businesses often use content marketing to build an audience and to achieve at least one of these results:

  • Increased revenue
  • lower costs
  • Find better customers

Your content marketing plan

Your content marketing plan should be very tactical. It must document the specifics of how you will execute your strategy. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. It’s a marketing plan that specifically relates to content and it should include:

  • The key topic areas you will cover
  • What content you will create
  • When and how to share your content
  • And specific calls to action

Why documenting your strategy is important?

With a documented content marketing strategy you will become more effective in the process of content marketing. It will help you understand the use of all content marketing tactics and social media channels. It allows you to gain a better perspective of why and how you are doing things.

What to include in your content marketing strategy?

Your content marketing strategy outlines your key business and customer needs. It details how you will use content to address them. Your content plan should be unique to your business. Here are some components that you should include:

Your audience personas:
  • Describe the specific audiences for whom you will create content. What are their needs, and what their content engagement cycle might look like.
Your brand story:
  • Your business has its own important story. Describe your content marketing in terms of what ideas and messages you want to communicate from that story. How do the messages differ from the competition?
Your channel plan:
  • What platforms are best for your business. Where is your audience and where do they get their information from; LinkedIn, Facebook Instagram and so on. Include the platforms you will use to tell your story; what your criteria, processes, and objectives are for each one.
Measurement and metrics

This could be:

  • Increase website traffic
  • Add to the sales pipeline marketing-qualified leads per year
  • Generate revenue

We all know that it is hard to put plans together. That’s why a simple one-page plan should be enough for you to understand why, what and how you want to achieve your content marketing goals.

Remember! A good story lasts years. Start telling yours!

Good luck with your content Marketing.

An example of good content marketing

An example of good content marketing

An example of good content marketing.

I was watching this video the other day and came across quite an amazing statement that highlights the importance of content marketing. The presentation concerned a solar installation by Greenwood Solutions, a Melbourne renewable energy company, where they interviewed their customer about the system that they had installed on her property.  Along with why they installed it and what they wanted to achieve, the customer mentioned how the decision was made to use Greenwood as their supplier.

I heard the following statement.

I always do a lot of research before I embark on anything. So, I did quite a bit of hunting. It was hard to find decent information and comfortable information. So, the article I found about you guys was actually a nice little breadcrumb to find, because it actually gave me some information. A bit of a path about what I was wanting to do, and it was a good fit. I haven’t found anyone else, and it was a good fit for what I was wanting to achieve”.

Content Marketing not Advertising.

That’s why content marketing is more powerful than the other “buy now” or “what we have for you” typical of most online advertising. Sure, these ads will put you higher on Google’s placement, but it does not create loyal customers. In other words, the kind of customer that will exclude any other business but yours.

Why? Because you have answered a question before they have even asked it. When the customer is ready to buy, they will have already found a trusted company that they want to work with and not just give them the best price. Now this is profitable business.

The Greenwood Video.

The video is beautifully filmed and crafted. It shows the property and the customer as she talks about the why’s the what’s and the how’s of what she wanted to achieve. There are interviews with the customer and Greenwood staff as they all talk about achieving the desired outcome together. Importantly the company staff do not talk about what they do but more how they worked with the customer to ensure her dream came to life.

The customers content marketing endorsement.

Back to the customer’s comment. “the article I found about you guys was actually a nice little breadcrumb to find cos it actually gave me some information”.

This is the perfect endorsement for content marketing in that one comment. She has now blocked out any competitors. She trusts Greenwood and now will only work with them. Why? Because they took the time to give her some information that will help her achieve what she wants to do. A great example of content marketing.

PNR podcast.

This morning while listening to my favourite podcast “This old marketing” with Joe Pulizzi and Robert Rose they discussed how many companies are setting up an internal content marketing department within their own operations. These departments have a film crew, writers, photographers, all set up to create content so, I thought how important is content marketing to Greenwood Solutions?

How important is content marketing to Greenwood?

I spoke to Veli Markovic from Greenwood about how important content marketing was to them? His response impressed me.

“It is very important, and we take it extremely seriously. So seriously that we have hired our very own videographer and editor to make sure the videos are done as perfectly as we can get them”.

And from the quality of their videos, it is an investment well spent.

“Having it done internally helps us to control what is created which gives us better branding. If you can’t do it internally try to use an external supplier who knows your industry intimately or is willing to take the time to understand your business”. Veli Markovic, Greenwood Solutions.

Not everyone can do it internally.

Not every business can hire their own content staff but it’s good to see that there are businesses taking it so seriously. There are people who can help you with content marketing, so it doesn’t have to be that great of an expense. The important thing is to do it and do it right.

Content Marketing for the Solar Industry.

Now, I have been spruiking content marketing and its importance for business for many years. After viewing this video and other quality content material that Greenwood Solutions have produced, I feel that the Solar Industry is really getting the idea. Good stories that help and talk about what the customer needs, not just about what your business can do, is what this industry needs. Well done Greenwood!

 

What you should be doing to get through COVID-19

What you should be doing to get through COVID-19

We are all being affected by COVID-19. Business may be slowing down and who knows what is ahead. But here is one thing I do know! We need to be prepared for what happens at the other end. This crisis will end because we all know that Australians will get through anything that the world will throw at us. It’s just who we are. So, what you do right now will determine what happens to your business when things start getting back to normal.

Marketing during covid-19

Here’s what you should be doing.

Don’t stop your marketing Activities

If you are still running your business and are still doing some marketing do not stop it! When it’s all over the last thing you want to be doing is having to start it all up again from scratch. You have been doing a lot of hard work to get customers to notice you and be at the forefront of their purchasing minds don’t let it go!

Increase what you are doing online

If you are still putting things online this is the time to increase what you are doing. As people work from home, we have noticed that more people are posting things online. So, if your message pre-crisis was getting say 20% of the views it now will most likely go down to 10%. This is because there is simply more things being posted and are now cluttering up everyone’s feed. If you were doing say 2 posts a week you now need to increase this to one every day even more.

Hit it hard!

A lot of people think that they are annoying people by what and how much their business posts online. You are not! I repeat you are not annoying anyone! What you are doing is increasing your chances of being seen. If your friend says “gees you post too much” just take them as a friend and not a potential buyer. A potential buyer needs to see your business through the clutter of everything else. The way to get through that clutter is by relevance, consistency, and now volume.

Start some activities

If you aren’t doing any marketing, you need to start it now. I’m not talking advertising that costs too much and things may be tight. I’m talking being on social media and getting your business in front of potential customers. People need to be aware of you for when they are ready to buy.

Be seen!

By following these simple steps, you will ensure that your potential to getting noticed will increase. And you want to be in the forefront of people’s minds when they are ready to buy!

So, in summary here’s my suggestion. Increase your activity to get more business now and when the crisis is over. There is no point in being subtle and waiting for the customers to come to you and the end of it all. The more active you are the more people see your product. That means:

  • More posts online
  • More content to give your potential audience help
  • Start to get noticed

Good luck with all of your endeavours keep safe and let’s build Australia again!

 

Marketing is Changing

Marketing is Changing

What is Content Marketing?

With the internet the consumer now has control. Most consumers will research a product before they will even think of contacting you. There is advertising but this becomes expensive and is short term. Now there is an intelligent way of getting your brand known and recognized for the longer term. It’s called Content Marketing. It’s a way of selling without using ads. It is more about giving valuable information to someone who would be interested.

Watch the video to understand how!

Here’s how it works.

You create videos, blogs, and other material that solves a potential customer’s problem.
Let’s say you make a product that helps someone to do organise their storage and reduce clutter. Instead of just talking about your product, your content should be about ways to help someone reduce the clutter.

In this way, someone who wants to find out how to “organise their space” will see your content online and get value from it.

 

Problem – Solution – Trust

What happens is when that person gets value from your content, they will start to trust your brand. It’s like you are the expert in the area and you are there to help them. Over time they will start to get more value out of your content. So, when they are ready to buy, they know who to go to. You!
They will also start to become your biggest fans and pass the word on to their friends. It works on this simple concept. People want solutions to their problems.

 

Start Solving Problems

So, start solving problems. That way you will gain an audience that values what you do and more importantly trusts you.

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