The One Thing That works and you only need to update once every 6 months is the sections in your Page. Who you are. Why. How. What you do. What you sell. Most importantly. Why your fan is better off buying from you and not the competition.
Here are some quick points on Why all that hustle comes to naught on Social Media Sites
Viral Posting – Even if you do get great engagement; going for the viral post that has great engagement is exhausting. Viral posts gets you in first place today in your niche. But if you miss it tomorrow, you’re lost in a blackhole of content most viewers set their thrusters against. Viewers and facebookers are becoming more and more immune to “great” viral posts. In other words it’s getting harder to please them.
Platform Updates – UGH! now I gotta learn all the differences or even take another course on how to use LinkedIn to have a strong Profile! If the platform decides to update cause they want to capture better data, earn more from their users, step up their value proposition…Your business is screwed. Ignore how they want you to use their platform and you’re left by the wayside.
It’s amazing how many business owners I talk to and they still think that when they post on social media its gotta be about their business and their product. They say, “For people to know about me I have to post about me on Facebook” It’s like the lawyer turn politician. Before he was your friend (he needed your business) now that he got your vote; he’s too busy for you. Posting. Posting. and Posting about your business is telling your visitor. Listen to me. What I’m saying is important.
Social Media is FREE – but at a very hidden, very volatile expense. Your Time. Here is where the Hustle really kills you. You post and post. and you pay no attention to optimising your profile. All your great content is lost in weeks of content. Don’t get busy at work and miss the update from Social Media gurus who post about what you need to back up on your social site because they’re launching a new platform. LinkedIn just recently updated their platform and the Free version just lost a lot of priviledges. Did you download your contact list? Oh well.
Tip on running a promo. Create an event. Talk about the benefits of the promo from several angles over the next few days or weeks during the promotion. Don’t post the same graphic again and again. And again.
5 years of a great highly engaged fan page. You’re working hard in your business. Then one day you happen to be driving through a different neighbourhood and you see your competition opening a new location. 3 Days of detective work tells you that it’s their 3rd branch. They have a Facebook Page. They have less fans than you. But wait! most of their posts click through to a website…:(
Social Sites Love your hustle but they don’t care about your business. Use Social Sites to drive your fans to a website; your one pixel in cyberspace where you are King (or Queen) of your destiny (and keyword)
image from cmswire.com
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Google Small Business took a quick survey from a group of marketers and reported that 45% of them did content marketing. Of those that did content marketing an alarming 20% were not sure what content marketing really is.
Content is shared by marketers, businesses, and much more individuals. Everything that is posted on social media (images, captions, hashtags, videos, gifs,…)is content. Everything posted on your website pages as well as blog posts is content. Ads, news articles, are all content.
If you are a website owner and want to create content; just look around you and observe what content is engaging. Observe the distance of the device from the person. Yes. The smaller the device the more engaged the person is.
So should an accountant have video content on his website? Yes. Serious people; business owners, lawyers, CEOs, all watch videos.
A bride to be is obsessed with her wedding. But she also needs to lose weight. A building contractor needs to figure out how to maximise the granite stone slab for his client’s kitchen. He also needs to communicate better with his teenage son.
What does content for your website have to do with the examples of the building contractor and the bride to be? Most website owners ignore the fact that their perfect buyer persona is a complete human being.
The content on your website needs to connect with one or two aspects of your buyer persona. Below I share briefly the 4 Pillars of Content Marketing.
Your website and social sites should satisfy these content elements.
While everyone is avoiding creating and uploading content you could work on improving your content and who it connects to.
Don’t wait for your accountant to walk out on you ’cause he knows by the looks of your books you will soon not be able to pay him. You’ve already invested in a website. Or is it a written off expense? Supercharge your content marketing strategy. Convert visitors into leads and eventually into customers. Call me to materialize higher conversion numbers. In the not too distant future you would hear the sweet words from your accountant approving your next major investment.
Selling from your website and constantly saying on every content that you put on the web…”Buy From ME!” (please?) only chases people away.
I’ve mentioned buyer persona in many of my articles. I have frequent conversations with business people about buyer personas. We all get it. Do you implement it in your everyday marketing activities?
I’ll tell you why most websites miss buyer persona knowledge
I’ll tell you why most websites are on the wrong street when their customers are browsing for their products and services on another street.
I was in Rome last year and I walked to Church every morning. On this particular morning I turned left too soon. I was on the wrong street. I walked up on down on the street parallel to the street I needed to be on. Nothing looked familiar. I was lost for half hour until I decided to go back to my start point.
When people are searching for your business they are not so patient. Technology is constantly selling instant rewards. Websites attract or dispel in seconds.
A Website that converts leads to sales, speaks to her buyer personas
The words used on the website are words your buyer personas will use when asking Google, Bing or Yahoo a question. Let’s say you’re a consultant who sells customer service training courses. Most people who need your services never purchased such a service before and is very unfamiliar with your terminology. Instead of saying “Improve your customer services” it would be more lucrative to use words like; “Improve customer retention” or “How to train my staff to relate better to customers” Buyer persona phraseology is not that difficult but it takes research and testing.
At WSI, we use what people search to help future customers to connect to your website and not allow these searching customers to go to the competition’s website. We use search queries to improve the words you use on your website and when you follow up with them either with email or phone calls.
When a visitor comes to your site they may read certain articles. They may read certain pages. According to where they spend more time or less; determines what further information we should add to your site and what further information we should offer to this visitor via email or otherwise.
65% of buyers already have completed their research before they decide to buy. In other words, people, your future customers, are searching. If your website has only the information you want to put on it, simply because you have no more time to spend on your website; most probably your visitors aren’t intrigued. If your website does not connect with your buyer personas (you’re not on the same street as they are) you are wasting your marketing budget by driving traffic to your website.
If you wish to qualify marketing leads before you send leads off to the sales department; leverage your website to improve your buyer persona knowledge. We call this Marketing Automation.
Marketing Automation helps your website qualify leads and thus your conversion numbers improve and so do your sales.Its the most cost effective digital marketing strategy for 2017.
With Marketing Automation on your website, you connect with your buyer personas.
Imagine no more Monday Business Review Meetings where marketing department and sales department are pointing fingers. Instead gather the metrics when you track your buyer from awareness to decision to buy from you. Numbers do not lie. Allow all your marketing efforts to qualify leads from the start. Reduce data transfer errors from marketing department to sales department. When the lead reaches sales department they know all about the lead and the lead need not explain her/imself all over again.
Marketing Automation is a powerful system to send to your target audience the effective message s/he needs to hear on any occasion. The right message will be sent to the right prospect at the right time everytime.
Marketing Automation helps brands better serve their target prospects and customers while constantly improving overall customer experience.
Marketing automation software has made impressive strides over the years. It offers businesses both large and small the tools and data reporting they need to build relationships and drive new revenue. Here are some of the ways an automated marketing strategy can help you.
You have several products and not sure which product your customer wants right now. Let the system do the work for you. Through Email marketing you send offers to your list. The interested prospects/customers go to your landing page and opt-in. Now you know that your silent reader really wanted a swim suit for a toddler and not a surf board(for example). This is what we term segmenting your list. Create CTAs (Calls-To-Action) and display to different contacts based on the data you’ve collected.
Repurpose old content and share on Twitter and LinkedIn to draw in new leads. This way you test drive content strategy before putting bigger adspend dollars behind your updated content information.
Use data driven information like conversions and responders to build your marketing plan.
Marketing automation software offers better reporting and marketing analytics that help you reduce CAC. It improves conversion rates, fosters savings through customer referrals and helps with onboarding. And that’s not all – it reduces the amount of manpower required and improves lead generation, email targeting, measuring, reporting and more.
If you wish to read case studies that will inspire you to see the power of marketing automation Check this article
Marketing Automation gives brands the ability to build long-lasting relationships through creative content with their customers and prospects. It removes assumptions about your target market. Through the data collection software it defines new ways, develops strategies that reveal unexpected and insightful information about your leads and customers.
To learn more about marketing automation either call me today or ask to join my newsletter which I share frequently
This post originally appeared at: https://WSIWorld.com/blog/The-Bright-Future-Of-Marketing-Automation/
Turning Website Visitors into Leads, and Leads into New Customers
Successfully delivering appropriate messages helps you to lead customers step-by-step through their buying cycle. Marketing automation enables you to set up a workflow of highly personalized marketing messages designed to convert website visitors into leads, and then your new leads into paying customers.
Here are 5 best practice guidelines to get marketing automation working for your business.
Before you can start creating your emails, autoresponders, workflow messages and landing pages, you need to know your audience. Create buyer personas to help you understand how to produce content that addresses your customer’s specific needs and challenges.
Your marketing automation campaigns should be aligned to your sales processes. Recording every point of engagement to an online CRM will provide detailed customer profiles for your sales team to successfully nurture leads through their buying cycle.
Delivering the right message that appeals to your target audience, will not only drive an engaging marketing automation process, it will also qualify your leads from the start. So be creative, be informative and be focussed.
Effective marketing automation campaigns will feature a multi-channel approach – with touch points including dynamic website content, email, social media, re-targeting, and interaction from your sales team.
The beauty of digital marketing is that it provides a constant flow of data to assist you in optimizing campaign results. A consistent program of monitoring and improving your workflows will increase your overall competitive advantage.
In addition to increasing leads, marketing automation systems can help increase cross sales and upsells, and improve customer care processes, turning your customers into active fans who will be ready to recommend you.
If you would like help getting started with marketing automation, or improving your current campaigns, get in touch with your local WSI Digital Marketing Consultant today.