Marketing Content That Sells: A Webinar

The Header for the Marketing Content That Sells Video

We wanted to start posting the first of our Small Business Bootcamp webinars with you, so let’s begin with our first webinar, about how to develop, create, market, and manage content that sells. From advertising to communicating, content marketing is something every business does on some level.

The Small Business Bootcamp is a LinkedIn group and weekly newsletter that provides information on how to provide for your small business. We discuss everything from marketing to employment to getting loans and more. Once a month we provide a webinar that outlines a content stream that we then talk about for the rest of the month.

Thinking about making changes to your business? ProStrategix knows how to help. Read some of our other articles below, or feel free to connect with us and get a complimentary thirty-minute consulting session.

In September, we made our first video about marketing content that sells. It is based in part on article Marketing Content That Sells & How to Create It, which gets deeper into some of the details about our webinar. Feel free to watch the video and reach out for more advice! We would love to provide it.

Here are some of the points of advice that we mention in the video:

      1. Begin with a strong attention-getting opener
      2. Focus on the Insight, the thing that hits people in their core
      3. Storytelling is what people remember at the end of the day

All of these details are what will matter most in building content. Marketing content to sell it isn’t always easy. But we want to help you through it. 

If you want to know more, join our LinkedIn group. It might help you learn more. This group includes small business owners across the New York area who are in similar positions. We want to help small business owners, and how better to do that than communicating. 

Join us, won’t you?

At ProStrategix, we know you have concerns.  We’re designed to help give you the business support you need so you can focus on doing what you love.  If you would like to learn about how we might be able to help you, please contact us.

Using the Power of Inbound Marketing

Inbound Marketing, written on a binder

Inbound marketing is one of the major forms of getting people to your site and product. But what exactly is it? And how can we turn that form of marketing into something? Marketing is something we have spoken about often, but how can we make that into something we can direct at our audiences? Today we wanted to share with you the meaning of Inbound Marketing, along with our client Dorian’s own story about in-bound marketing. Hopefully you can turn it into results for yourself!

Your business is doing well. But what’s next? ProStrategix knows how to help. Read some of our other articles below, or feel free to connect with us and get a complimentary thirty-minute consulting session.

What Is Inbound Marketing?

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding. It tries to build trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms. In contrast, outbound marketing is what we would most likely define as marketing, such as, paid advertising, promotions, samples, etc. Smaller businesses can accelerate their potential, but inbound marketing might be the easiest way to lead to growth.

Content on a laptop, a form of in-bound marketing
In-bound marketing is a very smart means of getting people into your business, as our example discusses

Why Is Inbound Marketing Effective?

The theory goes that inbound marketing is designed to help customers learn and gain valuable information and insight. When customers see that value that a service provides, it builds trust, credibility, and relevant awareness. Outbound marketing, in contrast is, by definition, intrusive. It interrupts content and doesn’t enhance. Outbound marketing can be very effective, too. Each has its place. If you already know and trust a brand, outbound marketing can be useful to bring it top-of-mind. Inbound marketing works better when something is new, or where education is key. It also can often be cheaper when done correctly.

Inbound marketing statistics

According to a survey of businesses, who use inbound marketing, they claimed it increased their leads by 72% and their conversion by 55% in the past six months. Both are key aspects of inbound marketing – identifying leads & converting them.  

Our Favorite Tactics

There are 5 major tactics that are used most often for inbound marketing: social media, content promotion, visual content (a.k.a. infographics), blog content, and SEO. Combining them can add to growing your business remarkably.

Social media is the king of inbound marketing

You can use social media marketing campaigns to boost sales

A surprising 90% of businesses leverage social media for inbound marketing. It is no wonder. They are easy to use. The platforms have large audiences, and they utilize sophisticated algorithms to make targeting a breeze. While almost everyone uses it, not all agree regarding its effectiveness. Only about 4 out 10 businesses say that social media produces the best results. In fact, 2 in 10 say it’s the worst. Why? Many don’t use it effectively. Social media is like gardening. It only works when it’s well tended. Forget to water it, and things wither and die. It may be cheap and easy, but it is a significant time commitment, for both new businesses and older ones

Content promotion is a more expensive but less time-consuming tactic

Content promotion is when you pay to have content served to a target audience. It’s where you take your best posts and promote them so more people see them than would have seen them organically. It’s less time consuming. You create the content once and let them promote it vs. gaining likes and shares. If you have powerful contact, with which a large audience interacts, then content promotion is less effective. If you are new, have a smaller following, or the topic is impactful but only to smaller audience, content promotion can help.

Infographics – content promotion on steroids

Infographics are a great way to promote content. If done right, they are simple, straight-forward, and easy to understand. They don’t require a heavy investment in time or a bunch of clicks to get to where you need to be. Having something visual can be a core aspect of any small business marketing plan, both to show 

Inbound Marketing Chart
Image via Visual Objects

Blogs & SEO

Blogs are a more time consuming form of inbound marketing, but possibly more fruitful. However, they offer a great way to provide more complex information. They can be very useful in credibility building – this guy or gal knows what he or she is talking about. They can showcase knowledge, but if not done well, they can under perform. There’s only so much time a person can spend. Blogs are also the food for SEO. We all can remember the days of key word loaded, useless blogs used as link bait. While SEO has become much more sophisticated, blogs are still one of the best tools to ensure good rankings.

At ProStrategix, we know you have concerns.  We’re designed to help give you the business support you need so you can focus on doing what you love.  If you would like to learn about how we might be able to help you, please contact us.

Marketing Content That Sells & How to Create It

marketing-content-that-sells

Rieva Lesonsky wrote a very nice blog post ‘How to Create Marketing Content That Gets Attention” for the Small Business Administration’s Blog.  But, it takes more that attention in order to create marketing content that sells.

She does a great job of explaining the importance of attention-getting and storytelling, both of which are important elements in marketing execution. But, it is missing a critical piece, called the insight.

Your business is doing well. But what’s next? ProStrategix knows how to help. Read some of our other articles below, or feel free to connect with us and get a complimentary thirty-minute consulting session.

It’s the Insight that Sells

Without a good insight, even a riveting story won’t sell your brand effectively.  An insight conveys a deep understanding of customers’ rational and emotional needs, that, when executed, can change behavior. Simply put, it’s when the customer says: “They get me”. A customer that feels understood is a customer ready for marketing content that sells.

Marketing is all about behavioral change.  Our customers are doing something today that we want them to do differently tomorrow.  A great story can hold their attention, but if it doesn’t motivate them to change their behavior, it’s not marketing content that sells.

Example of a Good Insight

This is dated, but this old Subaru advertisement is a great example of a strong insight.  It show how all parents see their kids as their little ones, even when they’re older.  It plays on the emotional desire to protect your kids. Thus, it sets them up to sell their benefit that the Subaru is the safest car around. That’s what makes it great marketing content sells. It marries the emotional need with a product benefit. And, that is what creates marketing content that sells.

Finding the Insight – Hardest Part of Developing Marking Content that Sells

It is hardest part of developing marketing content that sells because it means you must get personal with your customers. You need to understand their needs and motivations.  This takes time. It requires effort. But, if you want great content, it’s the best money you will spend.

For both newbies and marketing pros, this can be the hardest step. But you don’t have to do it alone.  There are free tools available to help if you want to try your had at it first. Alternatively, if you want professional help, ProStrategix has many years of experience in developing marketing content that sells.

At ProStrategix, we know you have concerns.  We’re designed to help give you the business support you need so you can focus on doing what you love.  If you would like to learn about how we might be able to help you, please contact us.