Tag : Attracting customers

M3 Publishing > Attracting customers
23Oct
customer corridorHave you Set out your Customer Corridor?

Have you Set out your Customer Corridor?

Imagine a prospective customer walking down your ‘customer corridor’ to reach your office for your first meeting.

Your office is carefully positioned right at the far end of this potentially valuable customer corridor.

This is to ensure that you have some influence over them when they arrive. (Not dis-similar to how the supermarkets work – getting you to follow a carefully-planned route around their stores).

On the way along this customer corridor, your prospects are enticed to follow your route where they will pass by a selection of subtle images and messages about YOU.

 

Written and visual messages can highlight the advice you have been giving to your customers, in turn, letting your prospects know about the things that you understand about their business issues and their sector

 

Maybe along the way, your prospect pictures the ways that other businesses, just like his (or hers) have benefited from your help and guidance in the past.

By the time he gets to your office, how do you think he now may be feeling about meeting you?

This is pure ‘influencing‘ not selling.  And it works very effectively.  Even moreso, if these messages come from a third party – which is a subtle form of endorsement – creating a very powerful content strategy for your business.

We refer to this concept of attracting customers via content, the internet and social media as laying a trail of ‘digital breadcrumbs‘.

 

How Can a Corridor Improve my Sales Conversion?

Ask yourself these questions:

  1. How, after travelling along your carefully-designed corridor, may the picture of what you do, have improved in the mind of your prospect?
  2. As your prospect should now know much more about you, would he (or she) feel that he did this all by himself and did not feel coerced?
  3. How much better are your chances of now getting that sale?

 

The more we know about someone’s business and behaviour, the more confident we are – and more likely – to make a sales decision.

67% of the information prospects gain about you, is found by them, BEFORE they even make contact with you.

Discover how you can create, and stay in control of, what they find, by contacting us.

Read More
20Mar
How engaging are your headlinesHow Important are Headlines?

How Important are Headlines?

Headlines are really the most important part of your article writing.  It is the first thing that can grab the attention of your reader or web visitor.

Your headlines, in effect, are your first real point of connection with your prospective customer, so you need to get them right.

Your headline is important to your reader as it is a great indicator of your true ‘behaviour’.  It should NOT try and sell to your reader, but should draw them towards wanting to continue reading the rest of your article.  Don’t try and say too much in your article – make one point and do it well!

Using a ‘question’ in your headline is the most effective way of doing this.  This is also something that the search engines like – especially when the rest of your article contains the answer!

A question, if written well, should be able to attract, intrigue or even to gently provoke your readers to want to read more.  Using more ‘interesting’ verbs will help you do this.

Here is a quick example of how we would aim to attract architects to an article about the benefits of using design software.  In this case, we use two powerful verbs – inspire and achieve.

New Software Inspires Architect to Achieve Top Award

The headline is not only intriguing, but it also alludes to the success or ‘legacy’ within the story.

Writing Headlines – Keep It Simple

There are different elements within any headline that readers will ‘connect’ with.  You can’t squeeze all of them in at once, otherwise you could actually lose the impact you are wanting to create.

Some people suggest headlines should contain no more than seven words, but we have had equal success with longer titles. We would, however, suggest you keep them as simple and ‘to the point’ as possible.

Here are some simple guidelines:-

  • Ensure the message in your headline is clear and ‘to the point’
  • Your headlines should highlight the ‘benefit’ to your reader of reading your article
  • Get your headlines to ‘resonate’ with your reader by showing that you understand their pains or particular business issues

 

 

For help with creating powerful and attractive headlines for your chosen target audience, please call us on 08450 519 374.  Alternatively, fill in your details below and one of our team will contact you.

Good Luck!

David Lomas, CEO
M3 Media Publishing

Your Name (required)

Your Business Name (required)

Your Email (required)

Your Phone Number

Your Message

Read More
26Dec
don't be afraid to shout about yourself using contentContent – Who is writing about you?

Content – Who is writing about you?

At this point in time, we should all know that content writing can either make us or break us, no matter what line of business we are in. We now live in a world of communication where content is what catches the attention of our audience and brings customers towards us.

I have found that the most effective content is that which not only engages the reader but tells them a little bit more about who we are and, in particular, how we behave.

It doesn’t always mean shouting out to the world how great we are but rather telling prospective customers what it is that we are passionate about and what we can offer them.

Yes, it has become a bit of a cliché to hear “Content Is King,” but the fact of the matter is, content really is the supreme being on your website or social media page. Content tells your prospective customers what it is you do, how you think, what your products are and most importantly, what you can do to benefit their personal lives or their businesses.

Having worked in content marketing for over 15 years now, numerous business owners have told me that they find it uncomfortable to write about themselves in a really positive way – I think that is a particularly British thing – that we don’t easily brag about our own achievements. Other business owners just don’t find the time to sit down to write and consequently, have been unable to use content very effectively.

The first thing I do is to tell them they are not alone. No one likes to go about bragging about their victories and of course, most business owners are so wrapped up in the day to day issues of their company that they don’t have their eye on the ball when it comes to content.

Content Marketing – Use an expert to engage your audience

I believe that most, if not all businesses could benefit by hiring professional writers to handle this task for them. In the first place, writers have no qualms about ‘bigging up’ your image because they are not ‘bragging’ about anything they have personally accomplished.

Secondly, some writers are expert at creating content that can ‘engage’ your audience.

Using engaging content to attract and bring your customer to your door is a path that I refer to as your ‘Customer Corridor’. It is the route that a reader takes through your content all the way to sales conversion.

A very good writer will understand how to guide a reader through written content by using a practice known as ‘thought sequencing’ – This is where the reader’s thoughts are influenced as they read your content and they are subsequently prompted to respond via a ‘call to action’.

These are all tools of the Internet marketing sector and something you shouldn’t feel bad about lacking. Connecting with customer is a job that requires a special brand of expertise, so I suggest you let someone else do it for you.

It’s so much more effective when someone else is talking about you and your business and that’s what good writers can do.

David Lomas

Read More
25Nov
how do you build loyalty - create trustHow are you building Trust with your customers?

How are you building Trust with your customers?

Building and establishing trust with your customers is key to developing a good reputation and driving company success. There are a number of ways in which you can build trust with your customers, however in my opinion, simply being honest and open with them is the best and simplest policy.

Customers appreciate honesty – they want to know that they can rely on a company to deliver on their promises, especially when they are spending a lot of money on a product. Customers need to be assured that everything the company has told them about a product that they plan to buy, is accurate, without any misleading information.

Simply making sure that your customers are not misled in any way, such as through confusing advertising or misinformed staff members, can do wonders for your reputation.

When it comes to trust this will encourage your customers to keep coming back.

Not only that, but customers like to be able to rely on a company that will give them the help that they need, as and when they need it.  As a customer, I like to know that the organisations I do business with are willing to listen to my concerns and strive to ensure that I am satisfied.

Good standards of customer service are essential to building trust – customers are rarely likely to trust a company which is reluctant to provide them with good service. There is a good reason why successful companies make customer satisfaction a top priority – satisfied customers tend to be trusting customers, and a customer who trusts your company is much more likely to return more often and spend larger amounts of money than one who does not.

Building trust with your customers is also crucial for good word-of-mouth advertising – customers who trust you are more prone to having positive things to say to others about both you and your business.

David Lomas

Read More
29Jan
Concept of content marketing and Google algorithmWhy is our content different?

Why is our content different?

Many people might ask the question: “As we already have content on our website and on our blog, why is your content going to make a difference?”

It depends whether or not the content you have already written on your website is attracting or, more importantly ‘engaging’ with your web visitors. In many cases where I assess websites, I find the content to be rather dull and uninspiring. Your content should have an impact on the reader and grab their attention with both your words and, of course your imagery.

To create ‘effective’ content, you first need to know ‘who your visitors are’ and ‘where they have come from’. You need to understand what frame of mind they are in when they reach your content.

By this I mean, are they a first time visitor or have they come to you after already having read an article that covers a particular issue?

In other words: Are they just researching or are they now ready to buy from you?

We can’t always know these answers, but if we construct a ‘route’ for our prospective customers to follow, then we have  can better retain the focus of these prospects.

The way we write content is important but the overall solution for a successful content marketing strategy involves the creation of landing pages around your website, which focus on different customer types, or personas, and how to attract them to your door.

Allow me to explain…

Landing pages: How can they help to attract customers?

First you need to ‘connect’ with a possible target customer with a piece of information, a headline or an article, that is of interest to him.

It is critical that this content is published in a place relevant to your ‘chosen’ sector.

Your article needs to show an element of  ‘understanding’ by the writer and ideally it should contain some research, that the writer has done – in order for it to be perceived as credible.

The main focus of your article should be on the issue that is relevant to the customer and it should stay focused purely on this one issue.

I see too many businesses trying to get multiple messages into one article, thereby overloading the reader with too much information, and thus losing his attention.

Within the article, there needs to be some mention of you or your business as someone who understands the particular issue. There should also be a brief illustration of how you have successfully helped other businesses, in a similar position, in the past.

There should also be a link for the reader to gain quick information about you, your expertise and your credibility. (Read my article on ‘The Speed of Influence’ and how it will shape business on the internet in the future)

This is what I mean by ‘effective’ content and it should now have gained the attention of your reader.

Create a ‘downloadable’ document

The next stage is to offer this reader a more in-depth report or ‘whitepaper’ style document about the same issue.

This is very powerful if it is relevant to his particular sector.

This content should be sitting on your website on a landing page that is solely focused on this same sector, so when the customer reaches the page, YOUR expertise in HIS sector is reaffirmed.

This keeps him in the state of mind that ‘you are the person to go to’ as you understand his sector.

Finally, If the headline on your document is sufficiently tempting to him, then he is very likely to give you his contact details in return for a download of your information.

For help with getting cleverly-written content in front of your chosen target audience, please contact me via:  david @m3publishing.co.uk

David Lomas

Read More
13Oct
What do you know about ‘Hummingbird’ and how it affects you?

What do you know about ‘Hummingbird’ and how it affects you?

algorithm from Google reads your contentGoogle recently implemented their latest and most powerful search algorithm, ‘Hummingbird’.

What a great name, and a great way of catching our attention.

Named ‘Hummingbird’ because it deals with both ‘speed’ and ‘precision’, it was introduced around the beginning of September and its’ intention is that it will improve the relevance of Google’s search results – particularly for longer, multi-word queries.

Nowadays, consumers, whether they are in business or domestic consumers, behave differently. We all as consumers, have so much more confidence in Google as a search engine that we trust to get accurate results.

This is what Google want – To find, as accurately as possible, the exact information for which you are searching.

This leads people to enter much more complex search queries into the Google website.

So rather than searching for car servicing, the customer now may request something far more specific to their particular needs, like ‘Mercedes recommended oil brand CL500’ – effectively asking for exactly what they want to know about.

This means that your business has to work to attract a much more targeted customer, by using what we call ‘long-tail keywords’.

It is all getting a bit complicated but the end result, in my opinion, is that hummingbird will help you cut through wasted enquiries and find the customers that you can really want to help.

Read my full article here at LetsTalkSocialMedia.co.uk

David Lomas

Read More