3. Adopt the Publishing Model
The definition I use for marketing is “Helping someone with a need, to know, like and trust you”, which relates back to the Marketing HourglassTM described above. People don’t buy without trust, so you need to change your marketing approach from trying to land a sale with a ‘one-off’ ad, and looking to build trust with a prospect before they buy.
One of the most effective ways of building trust is through the use of content. Content that positions you as an expert on your particular topic, whether that’s tax or employee law or retirement planning or building complex data integration systems. The content can be presented in a number of different forms, for example blog posts, articles, white papers, presentations, podcasts, videos or events.
Plus you’re also able to inject some personality into the content through stories, and bring your business and brand to life.
Action: Commit to producing content that builds trust and educates.
4. Create a Total Web Presence
Gone are the days where you developed a website, and then didn’t touch it for 2-3 years. When people are looking for answers, the first thing they do is go online and ‘Google’, searching for content-rich information to answer their particular problem. To increase your chances of ‘being found’ online, your website should be organic, growing on a week-by-week basis.
Let’s start with your blog. If you write one post a week, by the end of the year you’ve added 52 pages. Now overlay any tweets, or updates to your Facebook page, both of which are linked to your website, and that further increases your website footprint. Expand that even further with videos on YouTube or maybe even a Podcast, and your footprint gets larger still.
And when other people start re-tweeting your posts, or distributing your content, your links start to multiply. And those links tell the search engines that your website is a trusted source of relevant information for *insert your particular subject here*, and increase your ability to be found online when someone is searching for what you do.
Action: Develop a plan that takes advantage of appropriate social media tools to improve your SEO and increase your chances of ‘being found’.
5. Orchestrate the Lead Generation Trio
Your lead generation should include 3 core components that work together in an integrated way, and utilise the internet and technology to make them more effective.
- Advertising: whether that’s Google Adwords, print ads, directory listings, direct mail, leaflets or even signage, you should have a combination of different advertising that targets your Ideal Customer.
- Public Relations: nothing is better than someone else saying how great you are, and PR is a great way to increase your awareness and position you as an expert.
- Referral Marketing: having a system in your business to promote word of mouth marketing will improve your sales conversion and increase your overall profitability.
Action: Harness technology to create multiple ways of generating leads via advertising, public relations and referrals.
[Next: Drive a Lead Conversion System]