You might have noticed that at FunnelPress, we are pretty obsessed about producing and promoting content that helps you grow your business.
If you have even the slightest interest in attracting potential clients and buyers to your business via your website – you need to understanding the importance of quality, conversion-focused content.
Like a sales team without a sales pitch or an advertisement without a marketing message, an online business without content marketing will not be recognised as a viable option to anyone’s needs or desires.
You business will remain invisible and you know the result of that, right? No clients, no income, no business.
Content Marketing is a strategy where brands create interest, relevance, and relationships with customers by producing, curating, and sharing content that addresses specific customer needs and delivers visible value.
- What makes great content
- The 90 second client getting content marketing plan
- 5 types of content that aren’t blog posts
Using Content As a Client Relationship Builder
The way we become customers and buy from businesses has changed significantly over the last decade.
Sales professionals are no longer the gatekeepers of information. The internet allows anyone to research and learn everything they need to know about an industry or product before they buy.
Your potential clients are (rightfully) taking their time to move through their buying cycles and it takes them longer to arrive at their final purchasing decision. More importantly, you as a business owner can not remain passive and wait for them to stumble upon your website for advice.
You need to demonstrate your expertise more than ever in order to build trust. You need to be super proactive in helping your potential clients come to the ultimate decision: that you are their best option for solving their needs and desires.
In addition to this responsibility, their are more businesses and alternatives competing for your potential clients attention (and money).
How do you ensure that your business stands out from the crowd of so-so options?
The buyer journey is nothing more than a series of questions that must be answered.
– Analyst Firm IDC
3 Content Marketing Mistakes Businesses Make
Mistake #1: Creating Extremely Boring Content
The biggest mistake businesses make when it come to content marketing is creating content that is boring.
Here’s the breakdown of a vicious cycle:
- produce a few blog posts for our blog
- share website links to the blog posts on social media
- these blog posts attract some traffic but because the the headline is dull, readers don’t read the complete blog post
- they decide that the blog post is worthless
- they believe that any lead magnets offered are also not worth their time
- they decide not to opt-in
- no opt-ins means no email subscribers
- no email address means no interested web visitors
- no email address means no sales
Now, it is totally possible that a few people do opt-in for one the lead magnets but because they are sent the same boring content, they fail (miserably) to convert into clients and buyers.
The way to avoid this mistake is to:
- Practice getting every line and word to compel readers to move to the next paragraph.
- Keep sentences tight and short
- Use explosive and informative titles that clearly explain WHY something is important to read.
Great marketers have immense empathy for their audience. They can put themselves in their shoes, live their lives, feel what they feel, go where they go, and respond how they’d respond. That empathy comes out in content that resonates with your audience.
Mistake #2: No Clear Link Between The Content and The Next Step in The Buyer’s Cycle
Let’s peer into the near future: you’ve improved blog posts and your beginning to attract more and more website visitors.
They are loving your posts, staying on your website for a lot longer before and they are even sharing your posts with their friends, family and colleagues.
But hold on a second…how are you going to convert those fans and followers into email subscribers?
And…it is very unlikely that they are going to buy from you or become your client straight out of the gate (well, that’s possible if your blog posts are amazing).
It is more likely that you’ll need to find ways to persuade them to provide you with their email address and the best way to do that is to offer them additional content that’s RELEVANT to what they’re currently reading.
We call this a Lead Magnet.
Lead magnet (also known as opt-in bribe) is an incentive you offer to potential buyers in exchange for their contact information such as name, email, phone number, etc.
For example, imagine that you own a car dealership and you have created a great post about maintaining car brakes during the winter months.
This post targets all car owners who are concerned about keeping their brakes safe during extreme cold weather.
These are examples of possible next steps that are relevant and linked to the original blog post:
- Sign up for a complimentary brake check
- Sign up to watch our 15-Point Brake Safety Checklist
The next step becomes either arranging a visit to your dealership or at the very least the website visitors joins your email list – allowing you to continue building trust and expertise.
Mistake #3: No Content Marketing Strategy
Some business owners think that it is difficult to measure the results of content marketing.
It’s not hard to measure the results of content marketing, it’s just that sometimes content marketing doesn’t produce the results you’re expecting.
If you aren’t getting the result you were expect, it isn’t because content marketing doesn’t work.
I mean, the fact that you are reading this post, demonstrates that FunnelPress’ content marketing strategy works.
If you aren’t getting the result you were expect, it is most likely because you’re not producing the right content for the right audience yet.
As I mentioned, FunnelPress has a very clear content marketing strategy. By sharing more of what we’re great at, we reach as many people as possible with our message. Everyone who visits certain posts are encouraged to take the next step via an email lead capture form so that we can continue to market to them, earn their trust and their business.
Your business needs a clear step-by-step process for producing, promoting and measuring your content marketing.
Let’s work on that next…
The best marketing doesn’t feel like marketing
Develop a Smart Content Marketing Strategy For Your Business
Let’s take a look at how we produce a smart content marketing strategy for our business and how you can do it for yours.
The 3 Step Content Marketing Strategy
Here at FunnelPress, we use a simple 3 step process for our content marketing that has dramatically improved our website visitor to client conversions.
Most importantly, we don’t concern ourselves with what we want to sell to them, we pay attention to what makes sense to sell to them based on their explicit and implied needs.
Firstly, we select a topic, for example “content marketing” and we brainstorm the most common questions and problems that people face with content marketing.
We then create a long form blog post about the answers to a selection of these questions.
This is step 1 of the 3 step process
Next, we’ll work out the possible next step we could offer to the reader to move them along the buyer’s journey. “if you’re serious about problem or benefit, then you need to read this”.
This is our call to action.
This is step 2 of the 3 step process
We offer something for people who are serious about the benefit or problem that people are facing if they’re reading that blog post. For example, a brief guide on how we use content marketing to grow coaching businesses.
The point is that we offer something specific and relevant to our readers so they understand what the next step is. We make sure that it is only availble in exchange for an email address so that we can continue to market to them later.
Your goal should be to own quality time in your customer’s inbox
Finally, step 3 of the 3 step process
We provide a very soft up-sell on the lead magnet. Think of the reader who needs more information on how to use or improve content marketing. They have signed up for their Content Marketing Guide and now it is the moment to offer even more value for a small investment.
These is our way to encourage a no-risk micro-commitment from them.
So, what is the next logical step for your clients after they have read one of your value packed blog posts?
What could be a possible up-sell after the lead magnet?
But we don’t stop there, as you should know by now, here at FunnelPress we are all about providing immense value and we continue to do this long after you have left our website.
We do this by sharing more content via email marketing.
Email Marketing Goes Hand-in-Hand With Content Marketing
Use Email Automation
Email marketing will massively improve your conversions.
Email Marketing builds trust and can even run entirely on automation.
This is the typical automation flow we use for our email marketing.
Our Basic 7-Part Email Series
- Deliver the content they signed up to
- Welcome email with our details
- Similar topic content to add value
- Different topic content
- Sales email
- Similar topic content
- Sales email
This is a very simple tactic that lets us share more content with our email subscribers. It demonstrated to them that essentially, we just want to help.
We aim to become their trusted advisors.We strategically “ask for the sale” at different points in our email marketing campaign but it is always at a logical point in the “conversation”.
It is as if we are saying, “…if you liked that and are interested in improving…have a look at this…”
Our sales are never forceful.
Most people think ‘selling’ is the same as ‘talking’. But the most effective salespeople know that listening is the most important part of their job
– Roy Bartell
Use Variety in Your Email Marketing
Content marketing relies on variety. You shouldn’t just write blog posts. Your audience learns and consumes information in a multitude of formats.
You will need to produce different types of content for different purposes:
- Video Don’t underestimate how powerful video is to the content marketing part of your business. If you’re camera shy you can get animations done or do a voice over on some slides.
- PDF Compile together older blog posts into a longer e-book, or write up a process to giveaway.
- Slides Either as a webinar, recording or just delivered, slides make a great resource for customers.
- Live Presentations If you get the chance to talk live, record it and use that as content later.
- Infographics Easy on the eye and really great from sharing easy digestible facts and figures
When it comes to using content marketing to boost your business growth, you should only concern yourself with helping people. Just focus on that and producing content that demonstrates your expertise and value to your potential clients will become a welcomed activity..
Do not concern yourself with this small percentage of your readership who may consume your free content and never ever hire you for paid engagements.
The majority of people who ask a great chef about the ingredients of their favourite dish will still visit the same restaurant because they understand and enjoy the difference when an expert cooks for them.
Takeaway (Not The Edible Kind)
If you’re serious about content marketing, then make sure you check out our our ebook: Digital Marketing For Coaches.
Learn more about how we use content marketing to increase your search engine ranking, increase your website visitors, attract better (more ideal) clients and make you a lot more money.