I am always willing to learn, sharpen my axe and question products, processes and the way we achieve results from both a client perspective and from our coaching and consulting perspective.
Recently, I was invited to a conference, attended by a small group of consultants in the NYC area, on “content marketing”. Apparently, I had run into the seminar speaker, Marcus Sheridan, at another conference; he had retained my data and invited me
For those of you that know about content marketing or want to know more, content marketing is all about the creation and distribution of high-quality content that attracts and engages audiences online. Like other traditional forms of marketing, content marketing is typically used to drive customer acquisition, deeper engagement with current customers, and for brand awareness.
Generally thought of as being separate from traditional advertising, content marketing is about communicating with customers in a way that adds value, without the sales pitch. The content itself is editorially minded, and while relevant to a product or service, it provides information in the form of entertainment, education, emotional connection, or practical value.
According to Marcus Sheridan, Owner of “Sales Lion Inc.” he describes great content marketing as “great teaching and communication so as to engender trust from the buyer or prospect.”
The key word is ‘TRUST” because in order to do business with you people have to trust you, but getting them to trust you requires you to build a campaign that includes “Know,” “Like” and then “Trust.”
First, you have to get people to know you. Most people in your market know you’re a bowling alley or some variation thereof. What they don’t know is who you are, how long you have been in business, why you chose bowling as a vocation (i.e. how you became a bowling proprietor), and what is important to you; your mission statement if you will.
After hammering this “get to know me” step via email, blog posts, newsletters, podcasts, videos and Facebook, etc. campaign for a while, start with the second step, but don’t forget to, every now and then, remind people who you are and what your business stands for.
Second, get people to like you. People will like you if you provide relevant information to them; perhaps not just about bowling, but maybe about some things you have learned as a small businessman and what it takes to be a successful entrepreneur or maybe what you learned about hiring minimum wage people or whatever knowledge you think is relevant to pass along.
Maybe you can even communicate information about a good sports book or a book about self-improvement, diet, weight loss, exercise or provide some information about a speaker you heard or a local meeting you attended. Display videos of kids birthday parties, you tube a corporate party and invite comments. The more relevant you become to them, the more they will like you. You need to get away from always selling something.
Third, gain their trust. The first two steps set the foundation for building trust. Now you have to tell stories about how you gained someone’s trust. An example might be how you promised a local nonprofit organization that you would help them have the most awesome fundraiser ever and you did. In fact, you have the testimonial to prove it. So post it.
Continue to find positive comments that people say about you and work on communicating that you are a business that keeps its promises.
Why not tell a story about a customer service problem and how a very irate and upset customer became your friend because you or someone on your staff went above and beyond the call of duty?
I will continue to offer more information in my ensuing blogs on this subject. This is cutting edge marketing and while we would like to download you with everything we have, fire hosing you with information just isn’t the best way for anyone to get and process information!