Tag Archives: strategy

How to market yourself strategically on the web

It’s important to learn how to market yourself strategically on the web. Learning the correct techniques will allow you to easily grow your business with limited effort.

The foundation of the approach we teach our clients is content marketing.  The following article shares what content marketing is and how incorporating it into your strategy will dramatically increase your ability to sell.

How to marketing yourself strategically on the web:

how to market yourself strategically on the web

What is content marketing and why do I need it?

Content marketing is a marketing process that involves generating and distributing valuable content to a specific audience. The goal is to attract and engage the intended demographic with the objective of driving profitable customer action.

This form of marketing takes into account the long-standing sales approach that customers only buy from companies they trust. That trust, is quickly established when a company becomes an expert — a resource for their people — and is able to solve the problems of their target market.

Thinking like a content marketer

If you shift the focus from: “how can I sell more?” to “how can I be of assistance to people in my target market?” selling products and services becomes a natural, seamless process that involves minimal sales effort.

When your company is an expert in your industry, potential business will naturally come to you. That expertise that you demonstrate through content marketing removes or weakens the resistance toward a sales come-on.

The important part is to show them your expertise every time they look for a solution to a problem. That will have them come to you for many things, not just when they need to buy something you provide. A content marketing approach allows you to change your business’ overall brand conversation and establish that you are more than just another corporation selling widgets or services.

You step away from solely being the provider of a product. You become the ultimate resource.

A brief explanation of a content marketing approach

The following example was written for the Material Handling industry. We do a lot of work in this arena. However, the words “warehouse manager” and “rack” in the example below can easily be swapped out for any other product and service.

Example: Think of it this way, a warehouse manager needs to buy more rack for his warehouse. You could be one of two things for that potential customer:

Option 1: You’re the company he chooses to buy from among a selection of similar racking companies. He comes to you when he needs rack. And only when he needs rack. He chooses to buy rack from your company because his company has purchased from you before.

Option 2: You’re the company he chooses because your brand is cooler than everyone else’s. He visits your web site often because it’s a refreshing experience. When he comes to your site it’s not just all pictures of rack and prices. He sees the faces of sales and service people he actually knows and innately he feels a connection.

He found your site from a Google search when he was looking for racking design support. And he has returned to your site many times because you helped him solve his problems – even if he has never purchased from you before.

When it comes to buying rack, he doesn’t even consider any other providers. Even though your rack is a bit more expensive, he’ll get so much more from you than he will from the competition.

Option 2 is much more effective. The company in this example is taking a content marketing approach. They are putting effort into sharing themselves and building their brand as an expert resource. This way, they have become a go-to resource for people in their target market. 

This approach works for almost every industry.  If you are a plastic surgeon, share your knowledge about patient procedures to build credibility. If you operate a residential cleaning business, put your effort into writing and posting article about cleaning, like: “Microwave a lemon in water for 5 minutes to steam clean your microwave with minimal effort”.

To learn more about content marketing order a copy of our FREE ebook: Digital Marketing Secrets Revealed. We actually give away our complete proven-results digital marketing strategy in this book. To get yours now, CLICK HERE.

10 tips for creating content that makes money

creating content that makes moneyMost people can write. Those that do often blog on the web. But how many make money from content they produce? Not many.
Why not? Because they produce content that is plain or ordinary and can be found in a thousand other places on the web.

So how do you create a content strategy that is profitable? Drive thousands of people to it and wrap ads around it – either your own or someone else’s.

First though you’ll need to produce the content. Follow these 10 rules and you’ll be well in your way.

1) Find your expertise. Everyone is an expert in something. Whether it is raising kids, growing a vegetable garden, fixing things or running a small business. Or maybe you love dogs and are great at raising them. The first secret of good content is identifying your niche and defining it.

2) Find a Profitable Content Niche. Once you know your niche do some research and find out two things a) Is anyone else writing about it b) Are those that read that content buying things. AKA is there a market to sell to for an audience that consumes the content niche. How do you do that? Find three to five web sites that cover what your niche is and look them up on Alexa.com to see how their traffic ranks. A little competition will validate the opportunity. A lot of competition means there’s money to be made but it will be harder to get on top. So now what? Look at #3.

3) Choose a content sub-specialty. If you niche is saturated with content on the web, choose a sub-specialty. There are thousands of travel web sites on the web. But how many deal with luxury resorts for couples in the Caribbean? Or bed and breakfasts in Arizona? Become a specialist. People are look for specific content not general content. Give it to them and it will pay off.

4) Your opinion is not worth much. You will never make (much) money with your opinion. Opinions are a dime a dozen and unless you are a nationally recognized editorial writer or columnist, peddling your opinions will not make you much money. Opinions content is great as a value add in a post, but chose to educate and invite th ereader to make up their own mind and then offer your opinion as a primer.

5) Be fresh and original. Write great content that maybe deals with a topic others do but do it in a way no one else has. Writing a blog on accounting may be a hit if you help solve peoples accounting problems with your articles. But being a funny accountant and teaching what might otherwise be dry in an entertaining way will have you stand out. If you are not funny, then write from personal experience. Bear your soul. Few people are vulnerable when they write. if you can’t make them laugh given them an emotional experience that can take away and use for themselves. Don’t like any of that? Write great step by step how to content. How to content does EXTREMELY well on the web. If you teach with your content you’ll always make money.

6) Your headlines stink. It’s probably true. Learn to write great headlines to draw people in. Check out Huffington Post to see how headlines can pull a reader into an an otherwise workaday post. If you wrote a post on how to train your dog. The headline should not be: “How to train your dog” instead write “How to keep your dog out of the garbage” Or “How to train your dog to protect your kids (and scare their bullies)”. Help the reader visualize what they are about to learn by creating a vivid image or result with your headline. A headline is a promise of what’s to come in the article. Would you rather read an article that has the headline that says “How I taught my child to be polite” or “How I taught my son to stop picking his nose in public”?

7) Educate with your content. It takes the average person 2-4 minutes to read a blog post. Ask yourself what they are going to take away from the post that we will find valuable and that is worth their time. If you can’t answer that easily, rethink your topic, angle or approach.

8) Be a resource. If your content don’t produce a definitive answer to what the reader is seeking then provide an overview of the topic and then link to specific resources that you can send them to via links. If they always find what they are looking for in your content then they will come back.

9) Explore and innovate. Write content that takes chances. Write out of the box. Write against popular opinion. Be controversial. Do things no one else is doing. If you are going to stand out with your content you’ll have to experiment and see what works and what doesn’t. Commit and produce lots of content then see #10.

10) Measure and amplify. Once you have engaged an audience with something you have written look for opportunities  to write spin offs. In 2001 I wrote a column called “How to reformat your hard drive and reinstall Windows”. It did 10 times the traffic that my other work produced. So I wrote a series of content on how to wipe  your hard drive clean and reinstall Windows XP, Windows Me Windows Vista and so on.  Eventually the collection of articles number in the dozens.  The content earned me $7,000 in its first year. And eventually the site did $70,000 per year. How did I know that the first post did well? I was watching the stats on my website – every day! Today I do this using Google Analytics. be sure to install it on your web site or blog.