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Why Content Marketing Matters – Key #5: Understand How to Move Customers to Profitable Action with Your Online Content
brought to you by mycontentplanner.com Author Kenya Halliburton Issue Five of Five
Thanks for hanging in here with me!
We’ve come to the final key in this eCourse, ”Why Content Marketing Matters.”
I hope you’ve been enlightened and inspired so far.
I want to wrap up by looking at the most important piece of content marketing of all.
And that is…
How to leverage your content marketing strategy to move people to buy your stuff.
There’s so much go-go-gadget marketing advise on how to sell fast online. But, with a 95% fail rate of online businesses, it’s obvious that something is missing.
Right?
That is why content marekting is the best way to build and grow a real profit winning business.
If you have no content to back up your products/services, no education to kill buyers objections and no pattern established for communicating with your audience, you won’t be successful.
No amount of tweeting will help if your web presence is not flavored with quality content that proves you as a credible and top-of-her-game expert worth giving their hard earned dollars to.
The best way to attract and sustain a flow of prospects and return customers is to consistently provide valuable content they can use.
Educate to Sell.
People don’t like to be sold. A technique I like to use is to create “profit-pathways”. This means creating content funnels specifically
designed to educate and guide customers to purchase a specific product or service.
Here’s a quick illustration of what that may look like.
Product:Your New Book
#1. Instant Free downloadable excerpt upon joining your list
#2. 5 Part Blog Article Series Based on your book’s subject
#3. Feature a podcast or interview series where you talk discuss your book and its desired impact on the reader.
#4. Create a video trailer for your book
#5. Hold contests to engage readers and offer free copies and ask for testimonials
And so on…
Each piece of content you create is designed to guide prospects closer into a buying relationship with you.
There are obviously a million things you can do to create excitement and interest in guiding people to purchase your book. Even your book can be an asset in your funnel designed to influence customers to take advantage of some other premium offering.
This process makes it easier to create an atmosphere of know, like and trust, because you’re building a pattern of value on top of value.
And, It provides multiple opportunities for your audience to make a decision without being turned off by pushy product launches they’ve seen a thousand times before.
Now, it is important to note, that sales letters and marketing emails have an imporant place in the funnel. But, it’s important to build a solid connection before (or at least while providing valuable content).
Yeah, but who has time to create all that content for each and every product or service offering?
If you want to woo new prospects and existing customers into a buying relationship with you, creating the path to get them there needs to be your top priority.
Take one product/service at a time and find creative ways to:
~ Edu-tain to keep their interest.
~ Seek Connection not Sales.
~ Share your vision for the future.
Take some time to complete the following exercise:
Now that I’ve dumped all of this on you, ake some time to review the previous lessons ans exercises and really examine areas in your business that can be improved by adopting a content marketing model for your online business.
Use the worksheets to guide you. The final worksheet exercise is simply a brain dump. I want to get you thinking about ways you can create or beef up your profit pathways and increase the flow of sales into your business.
Remember, you are in the business of making money and meaning and that is why content marketing matters.
As always,
Warm Wishes for Your Marketing Success,
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Kenya Halliburton
Passionate Content Strategist and Online Business Manager guiding women speakers, authors and Coaches building multi-income online businesses
Feedback is the breakfast of champions ~Ken Blanchard
I cherish your feedback and want to make sure the information I provide is nourishing! Please let me know if you enjoyed this article and share any insights or question you have by leaving a Facebook comment below.
P.S. SHARE THIS WITH YOUR NETWORK if you know someone who might enjoy the ”Why Content Marketing Matters” Interactive eCourse! Feel free to print a copy of this issue for a handy reference.
Why Content Marketing Matters – Key #4 Understanding the Dangers of Last Minute Marketing
brought to you by mycontentplanner.com Author Kenya Halliburton Issue Four of Five
You’ve heard the saying…”Failing to plan is planning to fail”.
The sobering statistic is that 95% of online businesses fail and if we looked closer at why, we’d find that they failed to plan.
I’ve worked with many clients who get swept up in trying to copy the marketing tactics of other gurus without any
consideration for how it fits in with their overall strategy.
Operating in this way only leads to desperate marketing that is incoherent and in need of last minute “quick fixes” that keep you on a hamsterwheel going nowhere fast.
That’s why this is an important lesson to master. In this lesson, we’re going to explore the pitfalls of what I call “manic marketing” and highlight some specific things to do to become more proactive instead of reactive in your marketing efforts.
Is this You?
You’ve spent thousands of dollars on live events and coaching programs that teach you the ins and outs of Internet marketing. Your brain overfloweth with knowledge. You know what to do, you just cant figure out how to fit the puzzle pieces together to effect. You and/or your team seem to always be in a crunch to get things out and to your dismay you
can never attract the interest you desire. In fact, instead of getting clients and profits you are getting more frustrated and frightened that this isn’t going to work.
Preparation is never time wasted….If you put the time in, you will reap the results, No one can get what you get til you do what you do.” ~ Bishop TD Jakes
Back Away from the Panic Button
Many online business owners panic when sales are slow or the bank account is low and decide to jump into some sort of marketing binge. However, these efforts rarely work, not as a long term strategy at least. The key to escaping the manic marketing trap is to convert your actions into a regular program of activity.
If you put too much time and energy into the wrong thing, you have to go back and reset your focus.
~ Bishop TD Jakes
The Myth of the Magic Marketing Pill
I think by now we know that there is no magic pill or one size fits all solution to marketing your business successful. What is proven is that if you move with laser focus on your marketing activities consistently, you will gain more control over your marketing and be able to identify what strategies are working and which aren’t.
Take some time to complete the following exercise:
This week, I want you to take sometime to reflect on what is happening in your businesss.
Use this worksheet to make note of what marketing tactics you’ve practiced so far.
http://bit.ly/whycmmatterskey4
- How have these activities performed for you?
- Why they are or are not working?
- What steps do you feel you need to take to make your marketing efforts more effective?
Feedback is the breakfast of champions ~Ken Blanchard
I cherish your feedback and want to make sure the information I provide is nourishing! Please let me know if you enjoyed this article and share any insights or question you have by leaving a Facebook comment below.
P.S. SHARE THIS WITH YOUR NETWORK if you know someone who might enjoy the ”Why Content Marketing Matters” Interactive eCourse! Feel free to print a copy of this issue for a handy reference.
Why Content Marketing Matters – Key #3: Understanding How Calendaring Creates Value and Attracts Customers
brought to you by mycontentplanner.com Author Kenya Halliburton Issue Three of Five
Now that we have identified, what products and services we want to put in front of customers, it’s time to create content that helps them make a decision to buy.
The best way to do this is with an Editorial Calendar.
First, I must stress that this does not ONLY mean crafting a sales-ey sales page, and a series of product launch emails. I mean really creating a path for people to get to know, like and trust you.
By being purposeful in your content creation & marketing, you can create a machine that delivers a steady flow of curious prospects and loyal customers, while keeping you and/or your support team sane.
Let’s look at an example of how this process looks…
You have been wanting to create an online membership site. So you do some searches and come across a blog post by Sheri McConnell’s founder of The Smart Women’s Institute for Entrepreneurial Learning http://www.sherimcconnell.com/
You are inspired after reading her article, so you sign up for her newsletter and bookmark her site to revisit when you are ready.
You open her Newletter every week and connect with her on Facebook, Twitter and Youtube. You follow her for a while and notice that she faitfully sends you valuable information.
One of her communications, inspires you to act. So, you buy one of her home study courses.
You love it and decide to attend one of her annual events…
See how that works?
You have just gone from suspect, to prospect to loyal customer.
Sheri McConnell is one of my favorite examples of how content marketing can build trust that turns into sales.
Her content serves two purposes…
1. to add meaning to her prospects and customer’s lives
and businesses.
2. to add money to her bank account so she can live the life
she wants and serve even more people.
Likewise, you need to define the “WHY” behind your marketing activities and and employ only marketing tactics that produce the results you’re aiming for.
So, let’s do that with this next exercise, shall we? Download this “Work it Out” Worksheet and create a strong
foundation for making money and meaning online.
http://bit.ly/whycmmatterskey-3
1. Keep in mind the products and services you outlined in the previous lesson.
2. Create a theme based off your products/services or use this free observances calendar (Keep it simple! Start with one type of content each month. You can expand on this later. Remember, we want to choose things you have the resources to see through to completion.
3. Define what kind of content it will be published as (i.e. blog/article, audio series or video series, etc…)
4. Define “WHY” you are publishing the content (i.e. to educate and build your list, to engage and encourage feedback, to make money…etc)
If you need a boost to help you map out content ideas, Our Content Idea Blueprint will help you.
Discover powerful strategies to come up with fresh ways to energize your audience and get them excited about buying from you!http://bit.ly/ciblueprint
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Next Lesson>>> Key #4 Understanding the Dangers of Last Minute Marketing
Feedback is the breakfast of champions ~Ken Blanchard
I cherish your feedback and want to make sure the information I provide is nourishing! Please let me know if you enjoyed this article and share any insights or question you have by leaving a Facebook comment below.
P.S. SHARE THIS WITH YOUR NETWORK if you know someone who might enjoy the ”Why Content Marketing Matters” Interactive eCourse! Feel free to print a copy of this issue for a handy reference.
Why Content Marketing Matters – Key #2: Understanding How to Kick the Month to Month Marketing Habit by Creating a Marketing Plan
brought to you by mycontentplanner.com Author Kenya Halliburton Issue Two of Five
Most webpreneurs don’t plan. They wake up one morning and say “This month I want to do a tele-class”. Then go about trying to frantically market it to the masses or stress their team out with last minute deadlines that kill the relationship.
The story usually ends with the event falling flat with poor or non existent attendance and hours and dollars down the drain.
How much easier would things be if you knew ahead of time what you were marketing each month and had all your content created and scheduled for publishing?
Not only would things be easier, you would free yourself and your team up to leverage other opportunities without being distracted by manic marketing issues.
However, before you can jump into creating great content, you need to know who your target audience is.
But, before you get right into your target market, let’s back up and talk about what you have to offer. So, we are going to kill two birds with one stone in this exercise.
We’re going to identify a product/service to focus on each month and create the content to support it.
It’s time to examine your core product(s)/service(s)/content to get your target just right.
Many times we make assumptions about our target market and forget to target BUYERS and instead we focus on people who are interested in our free advice and information. Doing this initial exercise will help you stay on better track and perhaps correct errors you’ve made with your targeting.
Take some time to complete the following exercise:
• Choose 1 product or service to focus promotions on each month.
• List the “feature(s)”: The characteristics, components, and details of a product, service and/or website. Examples of features are compact, downloadable, color, etc.
• List “benefits” of that feature: Describe how your product, service and/or website will enhance a buyer’s life or solve a problem the buyer is experiencing. Examples of benefits are saves time, makes a process easy, relieves stress, etc.
Download this worksheet to work out this exercise:
http://myvirtualgenie.com/downloads/workitoutkey2.doc
Next Lesson>>> Key #3: Understanding How Calendaring Creates Value and Attracts Customers
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Learn more about how to carve your unique place in your market – so your audience enthusiastically opens their wallets more often!
Check Out our Target Market Blueprint: http://bit.ly/tmblueprint
Or,
Our other Content Marekting Blueprints: http://bit.ly/cmallinone
——————————————————————————-
Kenya Halliburton
Passionate Content Strategist and Online Business Manager guiding women speakers, authors and Coaches building multi-income online businesses
Feedback is the breakfast of Champions ~Ken Blanchard
I cherish your feedback and want to make sure the information I provide is nourishing! Please let me know if you enjoyed this article and share any insights or question you have by leaving a Facebook comment below.
P.S. SHARE THIS WITH YOUR NETWORK if you know someone who might enjoy the ”Why Content Marketing Matters” Interactive eCourse! Feel free to print a copy of this issue for a handy reference.
FREE eCourse – Why Content Marketing Matters for Women Speakers, Authors and Coaches
brought to you by mycontentplanner.com Author Kenya Halliburton-Introduction
I created this eCourse specifically for women speakers, authors and coaches. I wanted to lay a groundwork for helping you leverage the success inducing bebefits of content marketing for your online business.
The purpose of this free ecourse is to create a mindset shift in the way you approach your online marketing and introduce you to a more effective way to create a profit winning online presence.
I know you are busy and overwhelmed by other messages flooding your inbox. But, these lessons are not terribly long. So, grab some coffee and let’s have a 5 minute conversation about this new approach to market your business online.
Your feedback and questions are welcome. This is an interactive eCourse, so please take this opportunity to express your thoughts on this series by joining the conversation on Facebook by leaving a comment below.
I want to introduce you to the concept of content marketing. You may have heard of the term, but do you know how powerful it is to your business? I have to admit, it is a challenge to explain the value of content marketing to online entrepreneurs. Particularly, because they have been so programmed to employ tactics over strategy.
It is this mindset that has left many of my webpreneur friends operating in last minute marketing mode and missing out on the money and meaning their business was meant to create.
My Content Planner was developed to capture the power of content creation and publishing without adding to the marketing overwhelm many webpreneurs experience.
That said, let’s jump into the first key of Understanding How Content Creates Money & Meaning for Your Online Business.
Enjoy!
Jump to first lesson>>> Key #1: Understanding How to Embrace the Content Marketing Mindset