There’s a lot of buzz around content marketing right now… and it won’t be going anywhere. But there’s also a lot of confusion on what content marketing is…and isn’t.
Content Marketing Institute, the leading content marketing education organization, defines it:
“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”
The job of content marketing is to provide value to your ideal customer that helps them identify problems, solutions, and answer questions they may have.
What if I told you that all buyers go on a journey before they become a paying customers?
Would you like to know what that journey looks like?
Better yet, what if you were able to find them at the very beginning of their journey and make sure the end of the yellow brick road leads to you?
How you could take them by the hand before they even know who you are, or what you offer…and guide them into doing business with you. Instead of your competitors.
That’s the power of understanding your buyer’s journey.
Most business aren’t…
If you’re offering a good product or service that provides a solution to your customer’s problems, you’re most likely already getting referrals.
I’d even be willing to bet that a large portion of new business comes from referrals, or “word of mouth” marketing.
But how much are you actually participating in this process?
If you don’t have a formal referral marketing system in place, you’re leaving money on the table.
It’s that simple.
But the benefits of a referral system provide much more than just getting more customers…
There’s a big misunderstanding when it comes to marketing strategies in the business world today…
Strategy isn’t your mission, goals or objectives — it’s your plan to achieve them. Once you have a plan, tactics are utilized to execute it.
Strategy is what makes sure your tactics support the overall plan.
Your strategy is an idea, your tactics are actions. Strategize, then execute. Think, then act.
Think of tactics as a play in your playbook and strategy as your game plan.
When it comes down to it, people don’t really care about your business. Harsh, but true.
They don’t care until you answer the one question they really want to know…
“What’s in it for me?”
Once you answer this question, you’ve given them a reason to care. The benefit of how what you offer brings value to them. People don’t buy your service, they buy the solution that your service provides.
As an expert in your industry you have to effectively translate features into benefits.
What’s the difference? Features are components of what you offer. …
Determining your goals is the first step in developing a marketing plan that delivers results. Before you can successfully move forward with developing your strategy and executing tactics you must first be clear on what it is you want to achieve.
“Setting goals is the first step in turning the invisible into the visible.” — Tony Robbins
Why is it that some people have unbelievable success in their marketing and others flop? One of the main reasons is they’re missing their foundation, their goal. …
And there’s nothing wrong with that.
There are customers that benefit from your product or service more than others, which leads to repeat transactions.
These customers are the ones who frequently send you referrals because the people in their circle commonly share the same problem…
The problem you provide a solution to.
Success in business is a result of providing solutions, delivering value and solving problems for customers. Not everyone shares the same problem so the solution you provide isn’t going to appeal to all.
This is why you must identify who your ideal client is, not only is it…