ONLINE CONTENT
Success belongs to those businesses that tell their prospects the best stories, have the best content, and provide services and products that align perfectly with their prospects needs.Rapid communications and unlimited access to information has changed everything in the world of business. We have to understand that our customers have choices with whom to do business, and that requires changing the way we used to sell and service customers.
While content is critical we also have to know how to be found so we can share our stories and content. Competition is fierce, tens of thousands of businesses around the world have teams who are creating content to publish on their websites, writing blogs and creating online videos, as well as engaging in social networks like Facebook, LinkedIn and Twitter. Creating a Facebook Page or a LinkedIn page won’t transform your business. Changing the way you think, focusing on and understanding your prospects and then sharing the right content on the web will.
At BizQuack we stress the importance of the “Human Touch”. People want to do business with other people. While person to person contact is desirable, social media also provides an opportunity to share authentic information about yourself and your business.
Back to content! Content is best defined as being compelling and informs, engages and amuses. Its goal is to change the behavior of your customers and prospects. In other words, your content has to provide a valuable experience to your reader.
Online content has to be not only compelling but has to be consistent and capture the attention of a prospect in less than 9 seconds.
In presenting your content you must present valuable information and stories that position you as a trusted expert in your industry. BizQuack recommends the 40% marketing rule, spend 40% of your workday marketing. Online marketing is important and the following may sound like a lot of work. It falls well within your 40% time factor, allowing ample time for your other marketing efforts. Set up a process to do the following:
- Post daily web content including weekends.
- Use a service such as Zoom and provide a monthly educational webinar.
- Support the above efforts by creating in-person events several times a month.
- Distribute print material with the same valuable information. I recommend a monthly print outreach of some form.
This is only a taste of the frosting. Getting to the cake underneath so you can profit from your work requires cutting into and understanding the concept of content that best engages your target market.
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Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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