Whoever said content doesn’t sell products was seriously disturbed.
Starting now, content marketing has eclipsed traditional sales copy ten to one, and it’s time to get your head in the game if you want your piece of the new revenue pie.
Fact: Modern man rejects push marketing.
Fact: Modern man is so saturated with offers; it’s going to take more than 10% off to inspire sales.
Fact: Modern man has elevated shopping research to an art form.
Welcome to the new marketing game. Education is the new offer. Fans are the new leads. Blog posts are the new ads. 30 tips is the new 30% off. Transparency is the new bait-and-switch. The best expertise is the new lowest price. Review stars are the new dollar signs.
And bombarding your prospect with features and functionality at the first point of contact is like trying to get to third base on a first date: it’s really inappropriate.
Engagement Metrics are for Amateurs
If you are still considering fans, followers and blog comments to be “conversions” it’s time to up your game. Engagement is not an end-goal metric. It’s the tip of the iceberg, the opportunity, the hand in the air.
Similarly, a new Twitter follower is not a return on investment. It’s a lead. And a blog comment is not bottom of the funnel activity. It’s beginning of the funnel activity.
So how are you going to parlay all your awesome engagement efforts into leads and sales? By creating great magnetic content that’s going to push prospects further down the sales funnel.
How do you do this? Easy. Feed their vice.
People who subscribe to blogs, follow Twitter streams, and Facebook pages have revealed one key fact about themselves: they are shameless information junkies. So feed their addiction. If someone read and commented on a blog post, send them a series of videos on that topic, your latest whitepaper, or invite them to a webinar. Don’t leave it at that, however! Content marketing is content PLUS marketing, so don’t forget the second half of the equation. A good rule of thumb is, after a lead has partaken of 3-5 pieces of content on a particular service or product, try to engage them with a next-step marketing offer: a free 30 minute phone consultation, a free trial, or a free gift with purchase. From there you can go about your normal sales process.
And commenting is the new not commenting, so tell me about your own crazy, sexy content marketing efforts below!