P.S. I love you. How content marketing can attract your dream client and build a lasting relationship

Transcription

1 P.S. I love you How content marketing can attract your dream client and build a lasting relationship This slide set was presented at the Moray Business Women Breakthrough to Excellence Conference, May All content Alison Read Do not distribute without explicit consent.

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4 Marketing Your business provides a solution You need to make sure the right people know that

5 Traditional Marketing A solution looking for a problem

6 Content Marketing Attract customers searching for your solution

7 Content Marketing Attract customers searching for your solution Know Like Trust

8 Content Marketing Creating useful and relevant content that helps your customers will attract better, more loyal customers and ultimately drive sales It positions your company not just as a seller of stuff, but as a trusted source of information.

9 Know Like Trust Raises awareness of your brand Shows common values Inspires consumers Engages and interacts Positions you as an expert Offers social proof Fosters an emotional connection Builds relationships attract educate inspire entertain connect - empower

10 Know Like Trust the tools Social media Website Blogs Newsletters www Video Podcasts

11 Know Like Trust how? Entertain make them laugh Educate teach, share industry news Inspire storytelling, aspirational images Connect ask questions, share reviews And then Promote Inspire

12 Identify and find your ideal client Relationship Building Close the sale Grab their attention Build the relationship Follow-up

13 Know Like Trust the rules Keep it real know yourself Be visible put yourself out there Be consistent create a strategy and stick to it Respect don t waste their time Be generous share and thank

14 Social Media Choose your platforms One of which is Facebook BUT! It belongs to someone else It s a crowded marketplace You need to work hard to be seen

15 Facebook 1.9billion people are monthly active Facebook users. Around 65% of UK adults has a Facebook account Of those, around 75% log on everyday The average user spends 50 minutes per day on Facebook The average user checks Facebook 11 times every day Facebook is the number one platform for practically every demographic

16 Facebook As part of an ongoing survey, we asked hundreds of thousands of people how they feel about the content on their newsfeeds People told us they wanted to see more stories from friends and pages they care about and less promotional content. Your business Facebook post is likely to be shown to less than 5% of your followers

17 Best practice for organic reach Be nice! Make it visual Create content that encourages action and sharing Use humour Ask questions Hot news Schedule posts via Facebook Using Hootsuite etc will be penalised No outbound links put it in the comments Upload video direct not via YouTube

18 Best practice for organic reach Avoid overly promotional posts Facebook penalises posts which openly push people to action e.g. Call now, click here, shop now Also promotions, giveaways and competitions (and if you do these, stick to the rules!) Posts that re-use the same content as ads Posts with outbound links

19 Pay to play with Facebook Ads Affordable from $5 Powerful highly targeted Call to action select Effective measure success Easy lots of help online Boosting posts not so great Reach: 17,000 Spend: Lifespan: 1 week Target: non-specific Reach: 17,000 Spend: $50 Lifespan: 1 day Target: everyone on Facebook within 50km of Elgin Reach: 3,000 Spend: $5 Lifespan: 1 day Target: women within 40km of Elgin who are pregnant or have a baby

20 Website Your own real estate Keep it fresh and active for your users and for SEO Home of all content marketing Should read well and reflect your brand People don t read web content, they scan, be concise 70% of all web access is via mobile check yours! Tip use GRAMMARLY for all your online writing

21 Blogs A blog is a series of posts on your website Business blogs establish your authority, reinforce your brand and foster engagement A blog can be a great source of content for other platforms Log your frequently asked questions Great for SEO Blogging can take time, but it s a worthwhile investment

22 Getting started with blogging Use your own website if you can Wordpress best option for business Medium/Tumblr/Joomla are some alternatives See what others are doing Curated business articles Birds on the blog Phase Eight Phase Eight Blog Mine! Graphics for social media Browse with Feedly Useful for inspiration Blogging resources ProBlogger

23 Good practice Know Like Trust Post regularly Develop your voice and stay consistent to it Keep on topic But mix up the style Inspire educate entertain connect Short form longform visual Be aware of the SEO potential Identify keywords Install Yoast or similar Headlines are important Amplify Re-use the content in different formats Facebook posts Facebook notes Tweets Memes Keep it up!

24 What should I write about? Entertain Educate Inspire Connect Promote You don t have to write! You can video it vlog, or use audio podcast. Start by thinking like a new client What do people most often ask you? Why do you do what you do? How to/tutorial Explain like I m five Review something List posts 10 ways to Case studies Supplier profiles who you stock, with images Sarah Frame O Hare s Strategy Cards Brainstorm

25 Which leads nicely onto

26 Newsletters is a high-impact, low cost way to keep in touch with your followers People who give you their address are interested in you It is the only way guaranteed to reach those people Respect the gift of an address Building your list is the single most valuable investment in your content marketing strategy

27 P.S. I love you?

28 P.S. I love you?

29 P.S. I love you? 250,000+ subscribers 3-5 objections per week Very high open rate Growing by per week

30 Getting started with newsletters MailChimp Free Easy Manages data issues unsubscribe, etc Integrates into web and social media Tells you if mail is opened Advanced features Build your list Gather addresses Keep business cards Add a sign-up form to your website and social media Pass a sign-up sheet round at events Add in existing customers Create a lead magnet A giveaway or discount for signing up

31 Good practice for newsletters Know Like Trust Little and often Goal get known, liked and trusted Keep it simple Not too much external linking, loses people Be authentic Use natural language Show your personality Be personal

32 HEADLINE My newsletter template Header image & logo Welcome & chatty intro Good practice for newsletters Know Like Trust Instagram images What I ve been up to clients, seminars, etc, including a pic if relevant Handy tip or blog post Call to action Sign off PS reminder or final tip

33 Remember! When people KNOW, LIKE and TRUST you, they choose you over your competitors and they stay loyal ACTIONS Sign up for a Facebook Ads account and have a play Brainstorm your first three blog titles Sign up for a mailchimp account Leave me your address or business card! If you get stuck, ask me! Alison Read Digital Content AlisonReadDigitalContent