Posts Tagged content marketing

Twitter – What business can we get from it?

Since the rise of social media, new rules have had to be ‘drawn up’ on etiquette and proper usage, especially when it comes to businesses.

It’s not just about the content you post, but also how you present your account, who you interact with, and how you interact with them. Even if you master all that, you then need to be able to ensure that not only is your account visible, but also feels like an integrated part of your company, rather than a marketing tool that’s been sewed on because ‘everyone else is doing it’.

With regards to your activity on Twitter, i.e. who to follow and engage in conversations with, consider these vital tips:

  • You need to follow customers, suppliers, peers, and competitors
  • Find key people in your industry and connect them to you network
  • Organise whom you follow and don’t follow everyone who follows you
  • Identify keywords as well as the experts in your industry. Search with search.twitter.com and search a key term.
  • Once you identify the right people, look at whom they are following and who is following them as your potential pool of people you can tap into.
  • Update your profile picture and twitter background to show your branding – tell people what you do, explain how you help, and show a little business personality
  • Twitter is so much more than a sales marketing tool – it’s also good for recruitment – follow and engage with your next potential key salesman.

Then it’s all about making sure Twitter feels like an organic, integrated part of your business. To do this, create a twitter-landing page and publicise your Twitter account by adding “Follow me on Twitter” into your professional communications.

To see how well you have integrated your brand name and to connect with more relevant people, search for your business name so you can engage with everyone that searches for you, and you can see first hand how visible you are, as well as responding to any negative comments out in the public domain if necessary.

However if you don’t have time to use Twitter daily, then set up an automated feed and send it to your Twitter account. Doing so populates your feed with fresh content when you don’t have time, and there are many 3rd party applications such as HootSuite and TweetDeck that can do this.

The use of 3rd party apps is vital to using Twitter successfully, in the same way that petrol is vital to run your car.

Above all, using Twitter successfully is all about honing in on the general tweets that are relevant to your area of interest, and then acting upon them. Think of it as the radio – when you turn on the radio you don’t fret about the 24 hours of broadcasting that you missed yesterday, you just focus on what’s playing now.

The same is true of Twitter – act upon what’s happening now.

This article was taken from a discussion of the Business Exposure Group.

If you are a Director or business owner and would like to attend one of their informative round-table discussions, please contact philipdrazen@bxgroup.co.uk

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Content Marketing – Do’s, Don’ts and Considerations

contentdiagramWarren Buffett once said, “To succeed in business, build a strong relationship with the media.” It has also been posited that today, if you are in business, you are a media organisation.

Three quarters of B2B and B2C customers say they prefer informational articles to adverts, while 80% and 74% of a business sample say the most effective ways of marketing are via social media and articles respectively.

A lot of this is executed via inbound marketing, the art of earning customers attention by producing content they find valuable. According to The Whole Brain Group, it has five-stages:

  1. Create compelling content for all stages of the buying cycle, such as blog posts, eBooks, and videos
  2. Get found by people who need your products and services using advanced search marketing techniques and social media
  3. Convert visitors into leads using landings pages with clear calls to action, and then nurture the relationships using social media and email marketing
  4. Convert qualified leads into customers by focusing on customers at the bottom of the sales funnel (those ready to buy)
  5. Analyze and adjust your marketing tactics to determine the best ways to reach and convert potential customers

Since then inbound marketing has evolved into content marketing, but the core principles remain the same. Over half of a sample group of business owners report content marketing is the most impactful tool for generating leads, ahead of brand awareness and sales.

Therefore, executing content marketing is key, as customers are no longer fishing in the old pond- now they are fishing in Google, Twitter, LinkedIn etc. If you aren’t on page one of Google, to a consumer you don’t exist.

Your marketing department should be producing content all the time– remarkable content is like a magnet. Sometimes it doesn’t even have to come from your marketing department.

Perhaps one of your employees has worked with a customer who has had an interesting experience regarding your businesses field of expertise, and that employee’s gained knowledge from those events could be turned into useful content in the eyes of your customers.

Another key area is the headline. Over three-quarters of the people who visit the page with your content will either skim read or click off it, so it’s important to grab them with the headline. Stick to a set of rules:

  • Know your post inside out so you can work on a headline that gets to the heart of the subject matter
  • Always use how, what, why and when
  • Make an audacious promise to the reader
  • Use interesting adjectives

With regards to the content itself, create genuinely useful content for many niches of your target audiences, not to overtly promote your business, but to build rapport. Also create on advice documents that your costumers would want, and then give it away for free, but make sure they have to contact you for the content, thus creating a lead. With video marketing, publish the transcript of the video and add it to your sales literature.

All of this will educate your customer about new ideas that will nudge them towards your funnel. It doesn’t attempt to convert people immediately, instead sewing seeds to be harvested later.

So how does this fit with landing page optimisation, which aims to convert people immediately? Well, content marketing is about romancing prospects, where is landing pages are more like honing pick-up lines.

So how do you get conversion with content marketing?

Put simply, testing in moderation. If you are not testing you are squandering traffic- 60% create new content, 40% test and refine.

Here are some general considerations regarding the process of content marketing:

  • Get into database marketing – your database has value
  • Marketing is not a part-time job
  • Don’t spend all you money on developing a product and say you have no money left for marketing
  • Forget ego marketing and focus on benefit marketing
  • Focus on quality and build what customers need, not what you think they need.

Finally, perhaps the most important thing to remember about your content:

Content is only king if it resonates with your audience.

This article was taken from a discussion of the Business Exposure Group.

If you are a Director or business owner and would like to attend one of their informative round-table discussions, please contact philipdrazen@bxgroup.co.uk

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