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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11 Hidden Reasons Why Business Owners Need Excellent Communication Skills

At the corner of Marketing Street and Strategy Avenue, there is communication, and it’s either working for your company…or it isn’t!

You might never have to make a speech, but there are 11 ways in which your communication skills, and that of your employees, play a vital role in your business!  Why? Because business is about relationships and relationships are built on communication.

Whether you are developing your company’s relationship with a customer, a supplier, or its employees, here are 11 ways in which your communication can either make or break your company:

1) How to save time and money on your supplies
Before you ever have your first customer, you’ll need to develop a relationship with your suppliers.  Building good relationships with them will give you an advantage when it comes to price and problems.  It is worth some time and effort to get to know the companies who supply your business.  It’s also worth your time to do little things for them.

While most large businesses have the money and staff to do this with relative ease, small to medium size companies often justify not doing so by saying they don’t have the time or money to do it.  I’m here to tell you that it will cost you more in the long run if you don’t.

2) Creating a communication package for your business
Think long and hard about what kind of image you want your company to have and then make your communication congruent with that image.  You don’t want your logo saying that you are the company who cares if your customer service says you don’t.

3) How to present yourself as an expert in your field
How you present yourself is important, but not only because of the suit of clothing you wear or the logo on your website.  How you position yourself in the marketplace with your website, blog, and social media will either reflect your company as an industry expert or not.  Be careful not only in your sales copy but in what you blog or tweet about!

4) How to effectively handle customer service, complaints, and returns
How you handle customer issues can make or break your company.  If you don’t answer the phone quickly, allow the customer to run circles in your phone tree, or make it easy for the customer’s issue to go unresolved, word will get around.  An upset customer is much more likely to tweet how upset they are than is a happy customer to post how much they love your product.

5) How to make contacts
It goes without saying that the better you are at communicating, the better those contacts will be.

6) Effective use of social networking groups
Making effective use of social networking groups is also all about how you come across.  Effective communication comes in handy when you’re at a social event representing your company.

7) Balancing family and business
How you tell your spouse about a last minute business meeting is just as important as having to broach the subject of postponing a meeting with your client.  If you aren’t precise and gracious with your family, they won’t be as supportive.  If you aren’t clear and respectful to your boss or client, well…

8) How/when to share your faith or talk about politics in business
There may be times when it is necessary for you to share issues of faith or politics with a client, a customer, or your employee.  How and when it’s done can be crucial.  Not something we usually think about, but something that is important.

9) How to gain support from family and friends
If you are starting a business, it is important to gain the support of family and even friends.  They are usually your biggest supporters and, without them, you can’t build it big.

10) How to motivate your employees
Most business people don’t think much about motivating their employees, but the biggest growing companies do.  You should too.  What would keep them working when things get difficult?  What would keep them loyal?

11) How to train your customer service staff
Customer service almost doesn’t exist anymore.  With the invention of the phone tree, a customer can be busy for an hour trying to reach the right party to get their issue resolved.  When customer service staff is hired, almost no training goes into them.  They are given a script and good luck!  Make it a point to train your customer service staff to respond to the customers as individuals instead of problems.  Give them some leeway to get the customer the help they need.  Keeping the employees loyal can help here too.

There are many situations in business when good communication can either fix the issue or avoid it altogether.

 

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