What the Ad Blocking Trend Means for Your Content Marketing

A couple weeks ago, I talked about why content marketing is so important for your business.  This week, I want to go into a bit of depth as to what ad blocking is telling you about your content marketing.

1. Your articles and posts should not even resemble ads!
The number one most important thing you should learn from the ad blocking trend is not to make your content marketing look like ads! Consumers are pretty savvy. They know clickbait when they see it and they can feel ads clothed in information on the information highway.  So, make sure to give your readers the valuable information or entertainment they crave without making them feel like they’re being sold!

The idea of content marketing is to give value such that the consumer trusts your company and wishes to reciprocate when it comes time to buy.  The task is to make them feel so indebted to you that they not only think of you first when they are ready to purchase but feel bad about looking anywhere else to fill their need.

2. So what do you put in there and how do you get leads?
What you write about will, of course, depend upon your audience. Do your potential customers need to know something about your industry that affects them?  Do they want to learn how to do something related to your industry? Are they looking to be entertained? See a need and fill it.  More specifically, see a “want” and fill it.   

I said this on a Facebook women’s business group and got some flack for it, but after years of being in sales and owning my own businesses, I can tell you that it’s true.  People buy what they want and not necessarily what they need.  There are those who will not buy something even though they need it and others that will buy what they want even if they can’t really afford it. 

The flack I took for that was the concept that this thinking is bad for people and takes advantage of them.  I disagree.  Taking advantage of people is almost forcing them to buy something they don’t need or can’t afford by means of trickery or deceit.  Recognizing that people will buy wants and not necessarily needs is smart business.  If you know that most people who need something won’t buy it, you probably shouldn’t sell it.  If you recognize that your customers want X with their Y, then you’d better make sure your Xs have Ys!

3. Give value!
I cannot emphasize this enough.  GIVE VALUE!  If your potential customers want to be entertained, entertain them!  If they’d appreciate knowing something, share it. If they want to be the first to have something, let them know.  Whatever it is they value that will help your company reach its goals, make sure you know about it and are actively giving it to them.  

Please follow and like us:

Why You Can Get 3X the Leads with Content Marketing

The Content Marketing Institute, in 2017, reported that content marketing can get three times as many leads as paid search advertising.  That’s a rather bold statement, but here’s why it’s true:

1.  What IS Content Marketing
In order to understand why this is true, we need to understand what content marketing is.  According to CMI, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

The idea is to give your potential customers or clients information they value, which keeps them coming back to your site to consume.  This leads them to trust you and want to reciprocate your generosity by purchasing from your company when they are ready to buy-in to what you provide.

It makes logical sense that a person would become loyal to a company they trust who has gone out of their way to give them value, but to better understand why content marketing is far superior to ads, we need to identify one very powerful statistic.

2. Ad Blocking
You and I both know how annoying ads can be. We record our favorite shows so we can fast forward through the commercials. We ignore all the ads on social media, and we know friends who block ads on their browsers.  According to 2018 Marketing Statistics, here are some alarming ad blocking stats if you’re considering paid advertising as your main source:

  • 87% of people say there are more ads than two years ago.
  • Adblocker Plus, the most popular ad blocking app, has reached 300 million downloads worldwide.
  • 64% of ad blocker users do so because they believe ads are annoying or intrusive.
  • Ad blocking in the US has increased from 15%-30% since 2014.
  • 91% of people say ads are more intrusive today than two years ago.
  • 73% of people dislike pop-up ads.
  • 4 out of 5 of people have left a webpage because of a pop-up or autoplaying video ad.
  • 72% of consumers say they would have a lower opinion of a brand if they subjected the consumer to a pop-up ad.
  • 81% of consumers have closed a browser or exited a webpage because of a pop-up ad.
  • 70% of people dislike mobile ads. Mobile ad blocking has increased 90% year-over-year.

3. Here’s what you need to do
Knowing that there is a growing distaste for ads, why waste good money to place them where your potential customers will ignore them at best?  Why not give them value, make them trust your company, and bring you top of mind when they in the market for what you sell? Spending money on content marketing pays off!

However, to make it so, you’ll need to not only give them value, but be predictable and do so consistently or they won’t come back. If you don’t want to do that yourself, contact me!

Please follow and like us:

Here’s why you can’t afford NOT to hire a copywriter!

Are you starting 2019 with a plan for your business? I hope so. It’s been said, “If you fail to plan, you plan to fail.” January is a GREAT time to start planning your business achievements for the year.  Part of that plan should include marketing and a HUGE part of marketing should be giving your customers/clients value.

Research shows that a customer will buy only after being exposed to the product/service about seven times.  These days, ads are either ignored or actively despised so you can’t hit up your potential customers with an ad seven times before they’ll not only NOT buy, but they’ll have a very poor opinion of your company.  You need at least six times when you give them valuable information that leads them to want your product/service.

In order for this to work, you MUST give them a reason to come back to your site.  And that brings us to what I call soft sales like your blog and social media posts. These posts give your customer valuable information without a direct sales pitch and that means you’ll need to invest in good quality blog articles and social media content.

The myth many small business owners believe is that they can’t afford help unless it generates immediate income.  But just the opposite is true.  You can’t afford NOT to invest in good content for your blog and social media accounts.

One way is to invest your time and talent.   Even if you are a good writer, you need to factor in your time.  How long would it take you to write a good blog post? A few hours?  For some of you, it’s a few days!  If you spent that time developing your product/service or if you spent that time talking to customers and made some sales, how much would those hours cost you?

The other way is to invest your money.  If you can’t afford the time to write or don’t like to write, you can invest a little money and have a professional copywriter do it for you! It may not generate immediate income, but those blog posts and social media content will bring you an audience ripe for your product or service in the near future!

The larger your audience, the larger your sphere of influence and the larger your profits!

Building a business takes time. Building your audience takes time too.  You can either do it all yourself or you can invest in your business and have a professional build your audience leaving you more time to build your business.

Please follow and like us: