09 Jun, 2017
94% of prospects researching online before making sales decisions, what Google shows
about your business matters. That’s why content marketing needs to be your #1
priority. Here is your 4 step content marketing plan.
Let’s face it – no matter what your business or
profession is, your prospective customers are likely to research you online
before they ever step in to meet you face-to-face. If your marketing efforts
focus on online content that makes sense to them, then it helps to drive a
steady stream of prospects to your doorstep.
In other words, a well-focused content marketing
initiative is the engine that powers your sales efforts, feeding it a regular
supply of leads.
What separates the men from the boys in content
Let’s take a look.
Marketing Step 1: Write for your audience
Ever noticed? Most content developers write for
themselves – for imaginary readers who think, feel, and take decisions like them.
In content marketing, this could be a huge
mistake, unless your audience happens to belong to your exact demographic,
which is very unlikely.
Instead, observe your customers, and write for
them. The easiest way to do this is to create a few customer personas who best
describe your customers, and write with them in mind – your marketing
content needs to be a conversation between your business and these personas.
Marketing Step 2: Test, Test, Test.
Make sure that what you write resonates with
your clients in real life. Use Google Analytics to find out what works, and
Relentlessly optimize till you hit the sales
Marketing Step 3: Go Cross Platform
If targeting millennials make sense to you, then
Facebook still works – over 40% of millennials use it every single day.
Interestingly Facebook works for almost every other age group as well, but the
content treatment needs to be targeted squarely on the audience. In other
words, what works on Facebook to target a middle aged banker will almost
certainly not work to target a teen aged student.
And it’s not just Facebook. Twitter ,YouTube,
Pinterest, Instagram, Snapchat – choices abound.
Targeting fashion conscious women? By all means
add Pinterest, and make your Pinterest content marketing very pictorial.
25% of Twitter users are aged between 30-49
years – the age group which buys the most cars, TVs, etc. While you tweet to
them, do not forget to add photographs to your twitter content marketing – over
Look around, keep your eyes open, and always be
testing. In content marketing, what worked this month almost certainly will not
3 months later, so running your content marketing on auto pilot is not a good
Marketing Step 4: Time It
You have figured out how to create awesome
content which your audience loves, and know which platforms to use. You have
tested your content and knows that it works. There is still one more step
before you can start spreading it all over the internet.
You need to time your content marketing.
The best times to post your marketing content varies
widely between platforms.
On Facebook, the best days are Saturdays and
Sundays, followed by Thursdays and Fridays. Time your posts for 9 am, 1 pm, and
Wednesday is the golden day for Twitter. 12 pm,
3 pm and 5 pm works great.
Innovate as you develop your content footprint.
Always make your professionally designed business website the center of
your content marketing, and intelligently add paid online promotions to it. It is
only a matter of months or even weeks before you hit your marketing sweet spot.
Questions? Contact Us.