With the Olympics coming soon, team spirit is in the air. I love watching the Olympics because it brings out my inner athlete. Of all of the sports, track and field are my favorite, swimming is a close second followed by gymnastics (Shhh. Don’t tell my niece, a budding gymnast, her sport is only #3 on my list).
Yes, I’m all for Team USA, but I love watching people from all countries compete. It’s amazing to see so much talent in the world. Which brings me to your content. I work with clients who have been blogging, writing ebooks and video sales letters for years and they are used to what I call “old school” marketing. Whether they have set up a dozen different websites or have no place for people to opt in or subscribe for regular updates from their company, working with them reminds me of the great need for content marketing and content management.
Understanding how social and mobile media have changed marketing allows any company – big, small or micro – to compete on a more level playing field. With people in control of how they search and share, we no longer have to guess what people want. We also don’t have to set up hundreds of web properties in hopes that we’ll get a few people interested on each site. If you have loads of content: blog posts, videos, ebooks, information products, books-in-print or photos and you haven’t quite figured out how to use the right tools for attracting more clients, there is hope.
7 Ways To Achieve Olympic Champion Results From Your Content
1. Know What You Have And Use What You’ve Got
Instead of trying to start from scratch, assess what you already have that works. Do you have amazing testimonials from one of your older products? Can it be refreshed to make it relevant and useful today? What about the 6 years of blog posts that you have about a common problem or ailment that people have? Yes, even they can be brought back to life either as an e-book or a free offer to anyone who subscribes to your newsletter. You may be surprised to find after a content audit that you already have winning content. You just need to know what to do with it.
2. Understand Who Your Customers Are
Because you have been in business for a while, you may need to get reacquainted with your customers. What I mean by this is the same customers that bought from you years ago may not be the same ones who will buy from you today. Think about this:
- 91% of people use the internet to search for information, products or services [Source]
- 92% of people still use email as a source of communication and information [Source]
- 93% of social media users believe companies should have a social media presence [Source]
- 11% of shopping is done through a mobile device [Source]
3. Give Your Customers What They Want
Having your own intel and understanding about your customers makes it easy to deliver the right content to satisfy them. If your customers are information hungry and they require more information to understand your product, give it to them. You can use a series of blog posts or a mini-ebook or a case study to satisfy their need for relevant facts and details. Not only does it pay to listen to what our customers want, it also helps to pay attention to how they want it. Since we are becoming more mobile and tech-savvy, maybe your ebook will best serve your customers in Kindle or e-reader format. Perhaps your website will need to be adjusted so it looks good on any mobile device.
4. Make Email Marketing A Priority
Email gives your customers an opportunity to receive helpful tips, new offers or special promotions from you. When your product, service or information satisfies their need, they will give you permission to email them updates and information in exchange for their email address. When you know what they want and how they want it, they will be more than happy to receive your emails and welcome the opportunity to keep in touch. You’ll need a few things in place in order to make email marketing work for you including:
- A subscription form on your website
- Must-Have content
- Email Headlines that will make them open, read and respond
5. See Social Media As A Competitive Advantage
The real benefit of social media is the ability to connect with people beyond the transaction. It’s great that we can use social media to promote our businesses, but that’s not where you’re going to see the results. Since we are social beings, we like to ask questions, have conversations and share our thoughts and opinions. That’s why your results will come from the social impact of commenting and responding to your customers. When they realize you care enough to communicate, your customers will remain just that, yours and not your competition’s.
6. Don’t Forget To Monetize
I’m sure you won’t leave out this important part of the equation. The main point I want to make here is that we can’t expect people to buy from us if we never ask. Slapping a few products on a page in hopes that someone will find them on your website is not going to work. Part of the “give your customers what they want” strategy is making it easy for them to buy from you. Give clear labels to your products and easy-to-understand descriptions to show how your product satisfies their needs along with a clear message to buy now. In the marketing world, we call this a “Call To Action”. Your customers call it “Convenience.”
7. Get Help
Knowing what content to keep, what needs rewriting, how to create the right headlines can be a challenge. Even knowing which social media platforms your customers prefer and having a clear strategy for what to share and when to share it, might freak some of you out. Know when to get help even if it’s just to get you started and set up for success.
Positioning your content to help you get more customers and satisfy your existing customers is what will keep you in business for years to come. When you have a winning content marketing strategy, you can position your content to win the day.[block] [/block] [block]
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