Posts Tagged ‘content marketing ROI’
Just this morning in my news feed, I read a content marketing and sales headline “These are the skills you need to have.” The following thoughts quickly surfaced in my mind:
- Really, I need to have these skills of (leadership, sales, management, etc.)?
- What if I don’t have these skills?
- Will I be less successful without these skills?
The word “need” is filled with judgment and is probably one of the least emotionally intelligent words people in sales and marketing use on a daily basis. One can’t blame salespeople after all they are trained to “uncover wants and needs” in most sales training programs.
Return to a moment n your childhood and think about your parents or an adult telling you any of the following:
- You need to go to bed
- You need to make straight As
- You need to go to college
- You need to find a good job
- You need to visit your relatives
- You need… (the you need list is endless)
Every time I read about “you need” to do this or have this when it comes to SMB, sales, marketing to leadership, I inwardly cringe. For the last 10 years, I have attempted to remove this word, “need,” from my own executive coaching engagements, content marketing and sales conversations. I also encourage my clients to replace this highly emotional word with other phrases such as “Have you considered?”
Emotional intelligence is critical to successful marketing and sales. Jeb Blount founder of Sales Gravy is releasing on March 20, 2017 a book, Sales EQ: How Ultra High Performers Leverage Sales Specific Emotional Intelligence to Close the Complex Deal, dedicated to emotional intelligence specific to sales and one I recommend purchasing.
Of course changing an existing behavior is not easy. And for time strapped marketing and sales people having to speak a few extra words may prove frustrating. My advice is just remember how you emotionally felt years ago when you were told “you need” to do whatever. That memory should be enough to prompt you to change your behavior.Share on Facebook
Some days business marketing seems exciting and ripe with opportunity. Other days it’s like swimming through mud. Take the thrilling wonderland of social media marketing, for example. You can be out there connecting, sharing information and tweeting to your heart’s content, and never see one red penny of ROI. Whether you have a boss, or you are the boss, your job and your livelihood depend on a return on investment for your marketing efforts, and trading valuable marketing resources for unrealized potential just isn’t going to cut it.
In this post we’ll share some of the secrets of good content marketers. What are they doing that leads to new clients and closed sales?
1. Start with Goals and a Plan for Your Content Marketing ROI
All good content marketers know that sitting down with your team to lay out your company goals and content strategy is the first step. You want to identify:
- Which channels you will use to distribute your content?
- Who will champion and complete the content and on what schedule?
- What analytics tools and success metrics will you use to track the impact of your content marketing strategy? (For example you might track social shares, web traffic, clicks, amount of time visitors spend on the site, which sites refer visitors to your site and quarterly sales growth.)
- What listening tools will you implement to track brand awareness?
2. Publish High Quality Content on Multiple Channels
The on-page content of your site is important. But off-page content is much more critical to helping your business to be found. If you are not publishing content that links back to your company website, you are like a little silo sitting way out in a hay field. All alone.
By contrast, publishing content and distributing it through press release distribution sites, YouTube and social media marketing initiatives is kind of like being a flower full of pollen in a field of bees.
Not only is it great for link building to have your content spread everywhere, but it also helps the world to know what you’re about. Publishing quality, relevant content that is meaningful to customers in your niche is key. Instead of trying to snare new customers with annoying ads, you’re delivering information they want and need. This builds trust, engagement, admiration and loyalty to your brand.
3. Optimize Your Content for Specific Keywords
Identifying targeted keyword phrases for your business is critical. Optimized content helps the search engines to act as match makers between information seekers and the content they are seeking.
But it’s more complicated than saying “My company is about Business Leadership, so I’m going to make sure the phrase ‘Business Leadership’ appears in all of my content.” It’s important to perform some in-depth keyword research to identify the “long tail” keyword phrases your audience is using to find services like yours. Otherwise it can be extremely difficult for you to get any significant search engine ranking in your niche.
The keywords you think of without actually researching them may not be the same ones your target clients are using.
4. Create a Boomerang Effect By Giving Other Businesses Some Buzz
Push marketing is over. Content marketing and referral marketing are in. One great way to get visibility for your business is to give kudos and referrals to others. This may be counter intuitive in traditional marketing terms. But it works.
Think of it like this. If another business gives you a referral or the business owner compliments you in front of a stranger, how does it make you feel? You want to do something for that business in return. And of course, in doing so, you will encourage more good will and more referrals. Referral marketing is not new, but today you have some very effective tools at your fingertips for how to grow your business through referral marketing business via social media.
Here’s one strategy:
- Log into your business Facebook page as your business fan page.
- Visit the Facebook pages of other businesses in your niche that offer non-competing services. Say hello on their page and leave a compliment about their Facebook page, their services, or an appreciative note about the connection you have with them.
- When businesses visit your Facebook page, thank them for visiting and give them an online “high five.” If you have done business with them, share a compliment about their products or services on your own page. Make sure you link back to them via the @ symbol, if you’re connected, or just post a complete link to their Facebook page. This post will show up on your own page and theirs. So it’s a nice and very visible gesture that over time can help to build visibility for your company as well.
5. Consolidate and Curate
Good content marketers know that trying to be everywhere at once is expensive. Why? Because you must either spend a lot of time trying to establish and maintain a presence on every popular social media channel or hire someone to do so. So there is a significant expense in time, money or both.
Instead of attempting to be omnipresent, think of how you can get more bang for your buck by consolidating your content marketing efforts and curating other content in your niche. Here are a few strategies:
- Use a social media management hub application, such as HootSuite, to schedule and manage your social media content.
- Change your settings in Twitter so that it automatically posts to your LinkedIn status and/or your Facebook fan page.
- Use social media profile consolidation tools like Xeeme.com that allow you to place all of your social media, video, website and blog links on one page and monitor your online influence.
- Use content curation link to tools like Scoop.it to post content from around the web that is related to your industry, including your own. For example, if you are in the pharmaceutical industry, you could create a Scoop.it page devoted to news and trends in the medical and pharma industries. Doing so gives you an attractive magazine-like landing page for industry-related content that includes your own articles and company buzz alongside others.
In summary, to ensure you achieve the content marketing ROI you are looking for, align your social media efforts with your business goals and harness the power of the digital marketing tools available today.
Connect with Jayna via:
Your Wish Marketing at 952-913-6813 Mobile CT, USAShare on Facebook