Video marketing content. Let’s start there (because it’s my favourite!). So you’ve made a video, awesome. You’ve coupled that with a few high quality photos and a responsive website. You’ve got the foundation to begin your online marketing plan. Throw a little SEO and email marketing in there and you’re good to go, right?
Why do I say almost? Well, let me start by saying:
I work with some amazing professionals in the marketing world. They do a great job, really. They can build an awesome website, create click funnels and maps to develop lead marketing strategies, BUT… and here’s the big BUT. Ready?
If your content sucks (for lack of a better word), it’s not going to be enough to help you.
You need ENGAGING content. CONSISTENT content. Marketing content that makes people actually want to read it, or look at it or watch it. If your content is all over the place with no direction, you can end up marketing yourself more like a yard sale and less like a high-end boutique. Now, if you ARE marketing a yard sale, you can stop right here because you’re doing a great job 😉
Let’s be honest, no one wants to be known as the cheapest in town. You want to be known as the BEST! You don’t want to be known as the “that’ll do for now guy/gal”, you want to be known as the go-to expert in your field or industry because you provide VALUE that keeps people coming back for more.
How do you do that? Well, I’m so glad you asked!
Here’s the plan:
#1. Identify Your Ideal Client/Customer
- Who are they?
- Where do they live?
- Where do they consume their media?
- What’s their age bracket?
If you do a little research you may discover your ideal clients are urban millennials consuming most of their media online, from their mobile devices. Upon discovering this, you may want to rethink that giant billboard you just invested in next to the bench at the old-folks home.
#2. What Problem Do You Solve?
People tend to sell technically but as humans we are wired to buy emotionally.
This means you are much more likely to convert a potential customer or client by reaching them at an emotional level (This is why video is my favourite).
When creating marketing content, the best way to do this is by marketing towards the benefits of your product or service, rather than the features. How is your product or service going to benefit them? How will it improve their life? Will it save them time or money?
For Example, Let’s say you are a cleaning company. Some of the features of your business are that you:
- work nights and weekends
- use safe, natural cleaning products
- provide discounts to regular monthly clients.
Instead of listing these features, try marketing to the benefits of those:
- work around the clients’ schedule
- use safe natural products so the clients’ are not breathing in harmful chemicals and you are being kind to the environment
- save them time by taking cleaning off their plates and you save them money by offering them a loyalty discount and the convenience of paying on a monthly term
#3. What Sets You Apart From Your Competition?
What makes you different? Do you offer free quotes? Remember to touch on the benefits. Do you save the client time by coming to their home to meet, rather than having them come to you? Convenience is key in today’s world!
Not sure you offer anything different than the next guy?
It can be as simple as the products you use being sourced locally or that you happen to make donations to a local charity.
#4. Marketing Content Mush Have A Call To Action
This one is IMPORTANT. Seriously, write this down!
If you have an awesome product or service to offer, you create beautiful content and you have wonderful marketing that gets the message out to the client, but you have no call to action, it’s going to be difficult for the client to know what to do next.
People are busy, they need that prompt. They are not just going to jump off the couch and want to give you their money. They need a reason. Give them a reason to call, better yet, give them a phone number 😉 I can’t count how many times I’ve seen an ad for something, somewhere that I was interested in and I had to go searching high and low to find a way to contact them, sometimes with no success at all. Guess who just lost a sale?
#5. Back It Up
Ok, so you have the following:
- Great website
- Great graphic design
- Excellent, engaging content
- Awesome marketing plan
BOTTOM LINE – this must be backed up by a quality product and/or good customer service.
If the client does not have a positive experience they will not be back and you can kiss any referrals goodbye as well. (this one is on you , my friend).
I know you have something great to offer, or you wouldn’t be reading this far in (so thank you). So, you have an awesome product or service, you have the knowledge to create good content. What’s next?
- You can create it!
- You can call a professional (this is your call to action)
We understand you are busy. That’s why we’re here. We know what good content looks like and how to create it. We want to get to know you and what you have to offer so we can get your message out to the people who need to know. That’s what we’re here for!
So if you are finding yourself stuck on creating your own content, don’t waste another second doing something you don’t love. You can give us a call TODAY and we will schedule a time to come to you to sit down and have a free consultation and then come up with ways we can help! Saving you time and money (see what I did there).
Cheers! You Got This 😉