Content marketing is an effective way to attract customers to your business. But what are the rules that you must follow?Read More
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:
- How, after travelling along your carefully-designed corridor, may the picture of what you do, have improved in the mind of your prospect?
- 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?
- 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.
Like all social media, Twitter has to be used strategically to be most effective. It is fast and it’s concise. If you want your message to be seen, and shared, then tweeting it once is not enough. The life of a tweet is short, under 20 minutes. The other thing to take into consideration is how Twitter works.
The Twitter Timeline Feature
In the interests of improving user quality, Twitter allows users to order the tweets they follow in order of those they are most likely to care about, as opposed to simply the most recent ones. These top tweets appear in reverse chronological order, followed by the remainder displayed as usual.
More than ever, using Twitter successfully as a strategic marketing tool requires building a loyal audience. Twitter believes that users of the new feature tend to retweet, and to tweet more. This is why shareability of content is vital. But it is also crucial to get your audience’s attention, which is where repeat tweeting comes in.
Repetition and Content
If you’re reliant on Twitter’s standard chronology to get your tweets noticed you may want to think again. Whereas repeat tweets help address the issue of capturing your audience, you now have to take into account whether or not they will opt for the new algorithm preference.
Tweets may end up ranking higher depending on the level that their audience responds to them and interacts with them. Audience engagement is hugely important as interactions can also substantially extend a tweet’s lifespan.
Despite the limitations of the form, tweets are, like other content, dependent on engagement through the way they appeal to and intrigue an audience.
To use Twitter as a successful marketing tool, combine:
- The right kind of content that will engage with your audience
- The frequency of your tweeting
- Your targeted repetition
Sharing good quality content with any audience surely makes good business sense, doesn’t it? We all need to give out a valuable message to our audience to first gain their attention, in order to begin to engage with them.
This is similarly true when giving a speech or presentation, or even when we may make our 60-second introduction speech at a networking-style event.
It is Not About You
We must always try to grab the attention of our audience with a message or story that resonates with them.
If we start by talking about something that is relevant and ‘of value’ to our audience, then it provides us the opportunity, at a later stage, to ask them questions and use our stories to provide the answers that they may bee seeking to their individual challenges
The information you give out, initially, must stay relevant to your prospects’ current business issues, in order to catch their attention. It must not be focused or be directly relevant to your own product or service offering.
It is far better not to be talking about yourself at all. In fact the whole focus of your message must be on your prospects, not you!
This is exactly the same way that we should also position and focus our social media activity. Social media works far better when you try to engage with others and take an interest in them. The clue is in the name!
The Importance of Content
It is very important that the content that we push out to our contacts via social media has real value to our prospects. It must not be simply a blatant sales message about our products and services – we see too much of that already.
In this digital and social media world, asking questions and then sharing valuable information with others is the critical first stage of customer engagement
You need to ask the questions first to identify what information can be deemed ‘valuable’ to your prospect.
This sociable attitude will help you to initially discover the VALUE that your prospect will recognise and enable you to connect with them. At some stage they WILL want to hear more, I promise you.
Then, all you need to do, is to ensure that you have a supply of good quality, valuable content for your new audience!
CEO, M3 Media Publishing
Sending or sharing good quality content with your audience makes perfect sense to me. We all need to give out a valuable message first, in order to subsequently attract and then engage with our target audience.
This is true in other ways of communication, when, for example, we may be giving a speech. If we start by talking about something that is relevant and ‘of real value’ to our audience, then maybe, we let them know we could have some answers to their challenges. Your audience are then immediately engaged with what you are saying and will hopefully pay attention to you.
The information does not need to be about our own products or services and in fact it only works if you talk about something OTHER than yourself. This is exactly the same with your social media activity.
Google likes valuable, well-written content
It is important that what we push out to our contacts via social media has value to THEM and is not just a sales message about our products and services. I am sure most of you will agree that we see too much of that already.
In this digital and social media world, sharing valuable information with others is the critical first stage of engagement. If this content is relevant to your audience, it will help you to initially connect with them and at some stage they will hopefully want to hear more from you.
One clever way of starting this engagement process is to have a ready supply of good quality content, ready-prepared. You can then use this content as part of your strategy to attract your target audience.
How to raise your social influence by ‘sharing content’.
M3 Content Marketing Programme enables you to boost your social media profile by providing you with well-written and engaging articles that you can share and tweet through your social media forums and groups. The articles they share with you are all professionally written by their team of journalists and will each be relevant to a particular sector.
These articles are published across a portfolio of professionally-managed blogs and higher Page-ranked websites, and can then be shared by you through your social media forums – thus boosting your activity and raising your profile and influence.
M3 Media Publishing can show you ways of including articles about you in this content in order to not only raise your profile, position you as an expert but actually generate leads and connections for your business.
The main sectors in which M3 presently provide content are:
Property & Construction
HR & Recruitment
Marketing & Communications
If you want to join our content distribution programme email us at:- info@ m3publishing.co.uk detailing the sectors in which you prefer to receive content.