Archive for STRATEGY – Page 8

Posted by DBC Digital on
 February 16, 2012

5 Strategic Goals That Will Drive Your Content Marketing Success

It’s true—content is king, but…

While it’s true that quality, compelling content attracts visitors, builds authority and converts leads into sales like nothing else, there’s a deep, dark secret about web content that only smart and savvy Denver-area marketers know…

Content without a strategy is useless.

If you don’t have a plan for your content, it can’t help you achieve your goals and objectives.  On the other hand, if you build your copy around a content marketing strategy, it can make things happen in a big way.

 

Here are 5 essential goals that drive content marketing success:

 

1.  Establish trust and authority with your audience.

This is listed number one for a reason.  Without trust, potential buyers will walk away from you—and fast.  So, your content must be transparent and problem-solving.  It must put their needs first.  It must prove that you have real answers to their questions.

 

Today’s savvy consumers demand respect.  Content that drifts into self-serving “I am great, buy my stuff” type of content will not work with them—e-v-e-r.

 

2. Address their pain points

Let’s face it—for the most part, what motivates people to act is their problem, the issue that needs to be resolved.  A contractor looking for a more efficient way to communicate with employees in the field wants to know how your products will make that happen.  A parent concerned about the security of her family needs to know how you will make her feel safe.

 

Listen to what your audience is saying.  Ask questions and invite feedback.  Only when your content marketing plan addresses the right pain points will it be able to convert leads into sales.

 

3. Break down barriers

With every solution comes a possible reason why it won’t work, and most likely, your buyers have already thought of it.  When someone is looking to make a purchase, part of the process involves exploring potential problems.  These obstacles could prevent people from completing a transaction.

 

When planning your content marketing strategy, think as your readers do.  Keep in mind all possible objections to the purchase and address them in your content.  Will a high initial cost cause hesitation?  Show them how they can save money in the long run.  Does your product seem difficult to use?  Include a demo video to show how easy it is to use.  Minimize concerns by including examples of how others have found success with you.

 

4. Point out benefits

Pain and obstacles are negative points that need to be addressed.  But, don’t forget to illustrate the benefits of your offerings.  This is a good place to use the “show, don’t tell” approach.  It’s easy to wax poetic about how great you are, but this isn’t what people are looking for.  They want hard proof.

 

Rather than describe the product, describe the user experience.  Rather than talk about the service, talk about what the user will ultimately get out of it.

 

Use white papers, articles, videos and eBooks to illustrate problems and how you can solve them.  Without mentioning your company or services, you can let them know get it.  You are the source for what they need.

 

5. Optimize for search engines

This is listed last for a reason.  SEO is an important aspect of your content marketing strategy and should not be neglected.  But, always remember when creating content that search engines will only notice you if people do first.  People will only notice you (and share you with others) if your content is written for them.

 

So, resist the urge to put SEO first in your list of content goals.  If people find value in your content, the search engines will soon follow.

 

Categories : INTERNET MARKETING, STRATEGY
Posted by DBC Digital on
 January 26, 2012

Inbound (Internet) Marketing Success for 2012

 

Inbound (Internet) Marketing Success for 2012

Okay, Denver-area marketers!  Did you develop a marketing action plan for 2012?  If you did, have you been implementing it (or is real life getting in the way)?

It’s not too late to re-focus and re-commit.  Let’s get to work!

Here are the most important actions you should be taking during 2012 to grow your Internet (Inbound) Marketing success:

Provide new, original content on an on-going basis, supported by your SEO strategy. 

We consistently talk to our Colorado clients about how important providing fresh, new content for your website is. For inbound strategies to work, you need to be committed to creating new content regularly, and your content needs to be supported by a well thought-out SEO strategy.

Your first step is to have already researched which of your keywords going to be the most effective by using keyword research tools like Google’s Keyword Tool or HubSpot’s Keyword Grader.  Also, focus on long tail keyword phrases, which make up 70% of natural search traffic and are easier to rank for, allowing you show up on top of your competitors in search rankings. 

2. Be an agile inbound (internet) marketer. 

Be sure you are regularly reviewing your web analytics so you are ready to make ongoing improvements. Being able to move quickly is one of the biggest advantages you have over larger competitors.  You should be using A/B testing tools to test everything in your marketing program, giving you the information you’ll need to know what is working and what is not with your readers and prospects, and then be able to improve your plan little-by-little every day.

3. Have a social media personality. 

Since many larger competitors often have to work within a company structure that restricts their social media policies, you can leap these competitors and use social media like it was intended to be used and as you want to use it.   Be helpful. Write like you would to your neighbor. Build your own “voice” in a sincere, positive way that encourages people to want to talk with you and ask you questions. Using these approaches, you can make the most out of your efforts and see a level of success your larger competitors cannot.

4. Recognize and fill your weak spots. 

If you are a smaller firm, you are probably doing many of the day-to-day inbound marketing tasks yourself.  Look honestly at what you are doing well and where you are weakest.  Hire a freelancer or a part-time employee to help you in the areas that are not your strengths.

For instance, if you need help writing a blog, there are many companies that will do this task for you (including us a DBCdigital) with your content at a much lower cost than you might imagine.

5. Invest time every day into learning something new. 

This is how most small companies become big companies.  Their founders and leaders force themselves to take time each day (whether on their drive in to wok, at breakfast or lunch) to learn something new by listening to podcasts, reading a blog or signing up for a webinar that helps them stay ahead of the curve and their competitors. 

6. Spend time building your “opt-in” subscribers list. 

Focusing your time on finding ways to grow your subscriber list are some of the most important actions you can take.  Building great content and offers and then putting them behind landing pages that readers can sign up for is a great way to nurture readers and prospects.   You should constantly monitor your and fine-tune your email marketing strategy so you learn what types of information is attracting not only readers, but the kinds of prospects you have targeted.   As grow your list of followers in email and social platforms, you’ll get better at nurturing your list and you’ll benefit from a shorter sales cycle and start to see better revenue growth from each client.

7. Invest in the right technology. 

The right tools help you do your job more effectively. Software and other automation tools can help you be more efficient and effective as you grow your business.  You know that your competitors (in and outside Colorado) are using technology to help them automated certain parts of their marketing strategies, but perhaps aren’t using them as well. That means you have a chance to use inbound marketing software and automation tools in the way they sere intended from the beginning, and, as a result, you will have the time to do the other things that require your personal attention, like social media and data analysis.  

8. Have a legitimately good product and service. 

Don’t underestimate the importance of quality. Quality products and services are essential to long term growth.  The irony of an excellent inbound marketing program is that you will attract visitors to your site.  If you are not offering compelling or quality products and services when a prospect finds you, you will have squandered your time and money.

If you remember this at all times, you’ll grow a loyal base of clients that will stay with you and help you grow.

Go get ’em!

 

 

 

Photo credit: Bellatcqtpie

 

greg_sherwood_photo_feb_2012_v8

Greg Sherwood is CEO of DBC Digital, a marketing agency based in Denver, Colorado.  With over 30 years of marketing experience with traditional and inbound (internet) marketing, Greg helps mid-sized businesses get a better return on their marketing dollars.  

You can reach Greg at (303) 357-5757 or at dbc@dbcdigital.com

Categories : SEO, STRATEGY
Posted by DBC Digital on
 January 19, 2012

5 Powerful Ways To Develop Blogging Ideas

Most of our Denver-area clients may already know that blogging is a smart inbound (internet)marketing tool.  It adds fresh content to your site and SEO power to your web pages.  It draws viewers like a magnet.  Of course, if you’ve been blogging for a while, you also know that coming up with new ideas for topics can become a chore.

The bad news—if you don’t post fresh, creative content every few days, your traffic will take a nosedive.  The good news—there are many powerful ways to get inspiration for your blog content.  Here are just a few:

1.  Set up Google Alerts

Save time and energy by setting up alerts for topics of interest to your blog.  Google Alerts are email notifications that bring current news right to you, so that you can get new ideas quickly and easily.  Monitor topics and subtopics relevant to your industry and discover new sources of content without having to spend hours scanning the Web.

2.  Subscribe to other blogs

Find out which blogs are authorities in your niche and subscribe to them via RSS feed.  This is another great way to find out what others are saying about the topics that matter to you.  This not only short-cuts your search for new blog content, it also ensures that you’re staying on the cutting edge of your field.

3.  Engage with bloggers

Blogging is all about engagement, right?  Engaging with other bloggers boosts your own blog’s visibility and helps establish your credibility with others in your niche.  It’s also a rich source of ideas for content.  Use others’ blogs as a jumping-off point for your posts.  Rather than just comment and post a link to your site, add to the conversation.  You might be surprised by how much useful information (and inspiration) you’ll get from fellow bloggers.

4.  Set up an editorial calendar

Staying organized can help you squeeze more content from your topics, so consider setting up an editorial calendar.  An editorial calendar gives your blogging efforts structure, and keeps you from having to scramble for material at the last minute.  Make a list of your topics, then your subtopics.  Use the above ideas to add new subtopics daily or weekly.  Plan out and schedule your blog topics at least a week in advance, and you’ll never lack for fresh content.

5.  Ask for help

Does your business participate in social media marketing?  If so, you have a vast human resource at your fingertips.  Get blogging inspiration from your followers, friends and groups.  Solicit stories, post questions and encourage people to share their thoughts.  Some of the best blogs posts ever written were spawned from personal experiences, from controversy, and from the perspective that only conversation can generate.

Blogging ideas are everywhere—you just need to know where to look!  Don’t let writer’s block stop you from creating the next great blog post.  Try these ideas and before you know it, your blogs will be the “go-to” authority, the resource and the place bloggers come to when they need a little inspiration!

 

 

Categories : BLOGGING, INTERNET MARKETING, SOCIAL MEDIA MARKETING, STRATEGY
Posted by DBC Digital on
 January 11, 2012

Four Critical Stages of the B2B Buying Cycle

We generally get two or three questions a week from our clients asking what kind of content to include in their blogs and how to guide a prospect through their buying cycle.  I thought it might be helpful to put together a post that covers the Business-to-Business buying cylce and the mindset that a propect/buyer has at each stage.  Paul McKeon with Marketing Profs had a great discussion on this topic.

Here’s what he says: “Marketers aren’t alwyas aware how their prospects and buyers use content” “B2B (Business-to-Business) marketing is no longer just in the business of brand management and lead generation,” he continues.

Marketers must match their content with their prospect’s current buying stage

So how you, as a B2B marketer match the your content to your prospects’ needs throughout a possibly long buying cycle? “The B2B buying cycle can be broken down into four separate stages,” McKeon explains, “each requires a different approach to content.”

Here are the four stages he discuss —as well as suggested ways to grab your prospect’s attention at each stage.

  1.  “Unaware.” Your prospect is not yet in the market but soon will be. Your content needs to be able to get your prospect’s attention so your content needs to be “interruptive.”  Some suggested attention-grabbers would be to speak to their “pain” or provide “news,” such as a research report or other white paper.
  2. “Tentative.” The buyer is at the edge of the market. Your content should be educational. Attention-grabbers at this stage would include: talking about your prospects’ likely problems and and how to address them, (not about your solution). Encourage “buyer interactivity” at your website.
  3. “Engaged.” The buyer is in a conversation with your company. Your content should be “confirming.” Here is where you should provide case studies summarizing previous clients’ success stories. Where possible, provide your prospects with third-party articles to support your position.
  4. “Invested.” The buyer is your client. Your content should be more exclusive at this stage. You should personalize your content so your clients know they are being rewarded for being your client.  Offer insider tips, more breaking news and exclusive offers.

The Take Away:  The key to creating valuable marketing content is to identify where your prospects are in their buying cycle—and then address the challenges they are likely facing at that stage.

Focus on these four areas when you are designing your web pages, blog posts and landing pages.  You’ll see a nice increase in  your traffic and your prospects will be turning in to buyers more often.

 Good luck!

Categories : BLOGGING, STRATEGY
Posted by DBC Digital on
 November 23, 2011

Are There Leaks in Your Inbound Marketing Funnel?

Here’s a fact that sometimes surprises our new clients, but it proves to be true over and over again. More than 75% of your best prospects are not ready to buy when they visit your site for the first time. 25% aren’t even ready to give you their contact information in exchange for a whitepaper or eBook.

How do You Keep Your Visitors “Engaged?”

The good news is that many of the people who do visit your website or inquire about your product or service will eventually buy from somebody, but it may not be you unless you keep nurturing the relationship with them.

Marketers often use the image of a funnel with web traffic and prospects pouring into the wide mouth at the top and a smaller number of “converted” buyers exiting out the narrow opening at the bottom.

Middle-of-the-Funnel is Where the Gold Is

Many Inbound (web) marketers in the Denver-metro area tend to focus on the top portion of their marketing funnel – looking to drive more traffic to their website in general, for example, and less on the “bottom of the funnel” – closing the sale. These sites are set up so that if prospects aren’t ready to buy from you right now, they are abandoned. Sometimes they’re never even identified in the first place.

But that’s where the gold is.

For those of you that are not familiar with the term, “MoFu” refers to “Middle of the Funnel.” As the name suggests, it refers to the area in your inbound marketing funnel (the middle) where all of your leads congregate before becoming your customers, your competitor’s customers, or fading into the sunset.

This is when it is absolutely critical to nurture these leads: converse with them, share more information, keep them engaged and interested in your product or service. This is where the battle for market share is won or lost, so winning the middle of the funnel is mission critical.

What Happens When Your Visitor is Not Ready to “Convert?”

You have to engage prospects at various stages of the buying process and “nurture” or develop them into customers. Not everyone is ready to reach for a credit card or speak to your sales team or even give you their contact information. This doesn’t mean they aren’t valuable to you.

Take a look at your marketing process. I’ll bet you’re clear on what you’re doing to generate traffic or inquiries at your site. And you may know what you’re doing to close sales. But what are you doing to continue to nurture the top of the funnel inquiries and convert them in to sales?

 

Let us know your thoughts!  Do you agree that the MoFu is critical?  What are you doing to strengthen this area of your process?

 

 

(303) 357-5757

dbc@dbcdigital.com

Categories : SOCIAL MEDIA MARKETING, STRATEGY
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