Content is King:
So create content that is unique, meaningful and will resonate with your buyers. How do you do this?
Learn about your customers and prospects motivations, pain points, and role they play in the buying process
Learn where along the buying process they are most likely to stop
Learn what information and assistance you can give to facilitate their movement through the sales funnel and influence conversions.
Regardless of who your target customers and prospects are, it is impossible to create content that is unique, meaningful and resonates with them until you understand the uniqueness of their situation. In addition to knowing who your buyers are, you need to understand what they care about with respect to your offering and what their path to making a purchase looks like. Once you have done this and embark on a plan…
Use A-B testing, then scale up to the full programme.
When executing new programmes utilise A-B testing check the results and test and retest again. Carefully monitor the results of the trials, if it delivers your preset goals, continue. If it doesn’t work, tweak it, retest, and give up the ghost if it ultimately doesn’t work. For the trial that worked continual monitoring of analytics will allow you to monitor success.
Continue to improve what already works.
This may seem obvious. But when a marketing strategy implementation is working, it’s very easy to adopt a policy of – it is not broken, so why fix it - , even when something is working according to your analytics, it is important to research what other companies do and fine tune your approach to ensure you are getting the best return on investment (ROI) for your marketing efforts.
New plans need to happen quickly.
To try a new and innovative marketing plan, you must create an aggressive time line. New projects often get as it is easy to continue putting energy and resources into the “old faithful” ideas. These new plans could change the success of your marketing efforts and improve your ROI.
Did we mention Content is King?
One of the biggest challenges many small companies face is producing enough unique and meaningful content to satisfy their customers appetites, and providing the website and social media refreshes required to maintain interest. We can help you by building a plan for re-purposing, repackaging, and recycling the content you initiate for ongoing use. Here are three approaches to consider:
Reformat: The true value of a piece of content isn’t just the content itself, but also all of the smaller pieces of content that you can produce from it e.g., reformatting white papers, and reports into shorter content formats such as articles and blog posts.
Repack: The same principle can also be applied in reverse. If your company produces a lot of short-form content, take inventory of it and look for common themes. You may find opportunities to combine those smaller pieces of content into a larger resource.
Recycle: If you created something remarkable that your prospects and customers find compelling and share amongst their colleagues, don’t stop there. Recycle it into new content that can be updated and republished on a regular basis.