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.  

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59% Believe Better Customer Service Through Social Media

Social media should be an important part of your content marketing strategy.  If you’re not on social media, you should be because 59% of people who are there believe that customer service through social media makes it easier to get answers.  This is an important statistic to know!

1. If you’re not on social media, you should be!
If your business isn’t already on social media, you should begin to investigate what platforms would work for your industry.  If you are already there, you should be planning to take full advantage of the many ways social media can help your company not only in customer service but in exposure as well.

The more your company is seen, the more you’ll be top of mind when your customers are ready to buy.  Being on social media helps bring your message to a wider audience and it’s important that you provide value there as well.

2. Where on social media should you concentrate?
Well, that all depends upon your tribe.  Where does your target audience spend their time? Facebook is a MUST!  Most people on social media are on Facebook.  That’s where a lot of people look for information so that’s the number one MUST social media presence.

It’s advisable to have at least two other social media platforms, but the rest really depends upon the age range and industry.  Your mileage may vary, but a rule of thumb is that the younger crowd isn’t on Facebook as much as they are on SnapChat and Instagram.  The older crowd is mainly on Facebook, but Twitter might be a good choice for you as well.  There are some new platforms that are up and coming as well. It’s best to do some research to discover where your target audience calls their social media home.

3. Think  about how do you do social media
By this, I mean how often and what you will post.  Your posts should have your goal in mind: Do you want them to subscribe to your mailing list? Click through to a sales funnel? Landing page? They should also give your customers what they want: information, entertainment…

Again, you’ll want to do some research as to what they expect, want, and will respond to.  That means looking at your competition to see what works for them and then making your own mark.  Your contribution should give your customers what they are asking for and not necessarily what they are being given already.  What’s missing from your competition? What’s not being addressed?

The last part to this is crucial.  Make sure you are posting regularly and more than just once a week! Social media is consumed daily. Make sure you are not only posting, but responding to comments in a timely manner.  If a page sits for too long with no new content, people will quit looking for you.  If you don’t have the time to make this happen, I can help!

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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!

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