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How to Use Content to Turn Readers into Prospects

How to Use Content to Turn Readers into Prospects

The name of the game these days is information and it is everywhere.

Are you creating enough informative, educational content on your site to attract readers and turn them into prospects?

What do I mean by this?

The internet has changed the way that people search for information when trying to solve a problem. Now we turn to our favorite search engine, type in a few works and wait a minute for the results. We scroll the listing, click on the links and check out the websites listed. In a few minutes, we can evaluate a company, anytime of the day, at our own leisure without ever having to actually contact the company and talk to anyone.

Now the key to search engine marketing is being listing within the top three pages, because research has shown that most people do not look beyond the first three pages.

They are looking for information and looking for the site that provides the information they need. They will look at a number of sites and if the site has lots of content, they will stay around and read what is available.

However, you want to turn readers into prospects, right?

So how do you turn readers into prospects? Well you want readers to do one or more of several things that shows a true interest in what you have to say and offer.

  • Sign up for your rss feed
  • Subscribe to your newsletter
  • Become a fan of your Facebook page
  • Follow you on Twitter
  • Post comments on your blog
  • Invite you into their network on LinkedIn

However, even at this stage they are still readers, but on their way to becoming prospects and hopefully clients.

Now you want to get them fully engaged.

How do you do this?

By providing readers useful information in a variety of formats, such as:

  • Blog posts
  • Webinars
  • Podcasts
  • Presentations
  • Videos
  • EBooks
  • White Papers

How do you know what they want and how they want it?

Ask them.

  • Try running polls on your blog, website, Facebook page or LinkedIn profile.
  • Send out a survey to your newsletter subscribers
  • Ask them on your blog, Facebook page or LinkedIn groups

Ask them what they want to know and how they want to receive their information. Although videos and audio is popular, the written word remains the most popular form of information gathering.

Do they want blog posts, eBooks, podcasts, videos, webinars or presentations? Find out and see how many of ways you can present your information.

What other ways can help you turn readers into prospects?

Show readers that you can help them solve their problem. Remember it is all about them, not you.

Offer:

 

  • Case studies

 

  • Online portfolio
  • Testimonials
  • Free consultations
  • Trial offers

Use Google analytics to see how people are accessing your information. Track what they read, download, pages they enter on and exit pages. Analyze what pages they spend the most time reading, where they go once they read that page.

Don’t forget to put a contact form on your website so that readers can contact you. Make it easy for them to contact you. Respond quickly.

No matter what business you are in. Potential customers want to know that you have the answers that they need, content shows that you do.

Your Turn:

Are you providing enough content to turn readers into prospects?

 

 

Stop Writing Blog Content and Start Promoting Your Blog

Stop Writing Blog Content and Start Promoting Your Blog

In the past the belief was that you write lots of content to help your blog rank well in search engines. This is becoming harder and harder, especially with the constant changes with Google, the top search engine.

I am going to present a different approach. Instead of spending your time trying to put out content every day or several times a week, scale back your output.

If you are a new blogger, I am suggesting that you only write one good blog post a week. Assuming that you have already taken the steps to determine your topic, niche and audience, now you can concentrate on writing. If you are not a new blogger and currently post more than two blog posts a week, scale back to two posts per week.

Concentrate on writing a blog post that resonates with the audience that you are trying to reach. Information what they will find important and useful, and then write a good in-depth post. I am not talking a short book, but a few thousand words are good.

This is simple, if you are an estate planner targeting the LGBT community, you can write a guide to estate planning for LGBT individuals and couples. You write a beginners guide to estate planning and it covers about 2300 words.

Summarize the guide down to about 500 words of quick tips and advice for your blog post. Turn the full guide into an EBook or PDF Download and include an offer for the guide in your blog post.

After you have written your blog post, spend the next week promoting that blog post and guide. Get your post in front of as many people in your target audience as possible.

Promoting your blog post:

  • Get involved in groups and forums, promote your blog article and guide. Attach a link to all outgoing comments
  • Send a quick tips release to online publications promoting your guide that reaches your target market with a link back to your blog, preferably a landing page if you are going to build an email list.
  • Send a similar tip release to associations and organizations targeting your audience with a link to your post included
  • Write out 20 tips and tweet them out to your network with a link back to your blog post
  • Share your blog post on Facebook, Google, Stumbleupon, Digg, LinkedIn and any other social networking that you are involved
  • Turn your guide into a slideshare presentation
  • Any other way that you can think of to get your post read and guide downloaded

Recap:

Step 1: Write one in-depth article per week of at least 2000 words.

Step 2: Turn your in-depth article into an EBook or PDF for download

Step 3: Write a summary of your in-depth post of approximately 500 words.

Step 4: Promote the hell out of your blog post and in-depth article.

Why am I suggesting that you cut back your writing opposite of what all the blogging gurus and I have told you in the past? It is too damn hard to keep up with the changes that Google constantly makes and hard as hell to rank on the first page of Google these days.

So Stop It. 

SEO is not what is used to be, things have changed.

Social networking and sharing allows you to stop concentrating all your time writing thousands of posts to rank well on Google. It is all about getting what you have written in front of readers, where they hang out most often. It is about becoming involved in their groups and presenting them with information that they need.

Competition is fierce and it comes from all over the globe. Now is the time to focus on the audience you are trying to reach, penetrate and dominate before you expand to additional audiences.

It doesn’t matter how many blog posts your write, how great they are if nobody ever reads them. You can’t afford for Google to find, rank your blog hoping your readers find you. You have to get out there and promote the hell out of your blog posts.

Have Your Say:

What do you think about writing less often? Are you scared it will hurt your traffic? Do you see the benefit of spending more time promoting write and less time writing?

 

Join my LinkedIn group Marketing and PR for Professional Service  Firms

 

Ten Great Benefits of Blogging

Ten Great Benefits of Blogging

Everyone already knows that I am a great fan of blogging and benefits that if offers. While there are probably hundreds if not thousands of benefits to blogging, I am going to share with you ten great benefits of blogging.

Blogging can help you:

1. Grow your business

Consistently adding posts to your blog that offers content that you target audience wants to read will help you reach people around the world that you would never have the opportunity to reach on a day-to-day basis.

Your blog will allow you to show readers how you can and have solved similar problems to the ones that they are facing. Present your personality, skills and experience to your readers.

If your business consists of primarily local clients your blog can help, you reach people in your community that you would not have an opportunity to meet or that you even know exist. You can make sure that your blog has local keywords in place so that when people search for local items your blog will appear.

If I wanted to reach more local people in or around Detroit, I would include Detroit in my title tagline. I would include local happening along with my marketing posts so that when people searched for Detroit my blog would have an opportunity to appear.

2. Get Published

Many bloggers have gained book deals from their blogs. They have had people at publishing companies stumble across their blogs, followed their blogs and offered them book deals. Publishers are still publishing books whether in digital form or paper.

Your blog will allow potential publishers see the wealth of knowledge that you have on a subject and showcase your writing skills. They can also see that you have the capability to build an audience.

3. Get a Job

Blogging is a great way to showcase your skills and knowledge to potential employers. When you apply for a job, send them a link to your blog so that they can see for themselves what you bring to the table.

Many employers are looking for people who are social media savvy across all industries. It doesn’t matter if you are a writer, engineer or doctor. Social media has permeated all industries; it also means that you will need less training because you are already social media savvy. Many employers look at potential hires social media profiles and check their social media activity. Be careful, social media can also cost you a job.

4. Become a Speaker or Presenter

You can use your blog to showcase presentations that you have created, speeches you have given or just show your ability to do so. Many companies are doing online presentations, create a powerful presentation with audio, add it to slideshare and your blog. This will give businesses an idea of your presentation skills and style. Then put up a page on your blog letting potential businesses know that you are available to give presentation, workshops or whatever and include some examples for them to view. (hummm….think I will do this myself)

5. Become Known as an Expert

The more you post to your blog on your subject matter the more people will gain an understanding of the depth of knowledge that you have on a subject. This will also help when the media goes looking for experts to interview, when they do a search and your name keeps popping up, they will be more inclined to contact you. They will have the opportunity to read your blog and realize that you are the expert that they are looking for.

Becoming a recognized expert will also help you get better jobs, business and other opportunities, they sky is the limit.

6. Build your network

Blogging will help you expand your network. The more you blog the more people will reach out to you and the more influence you gain. You can build a network of people who will help you when you need help, will want to help you because they admire and want to work with you. People will seek you out for advice and trust your advice. Blogging allows you to reach others and for others to reach you. You can get the opportunity to communicate and maybe even work with people you consider big time. Whom would you love to work with?

7. Gain Influence

Bloggers are big in the world of media. Fashion bloggers have started trends. Businesses will contact bloggers with huge following and very active communities to promote products, sway opinion, highlight a cause and garner support. Your blog can make you the go to person for your industry when the media wants an opinion or insight.

8. Sell products

By building a larger reader and subscriber base, you can create products for sell that you readers will buy because they have already shown that they trust you and believe that you can help them. If they believe that you will help them then they will believe that the product that you are selling will help them also.

9. Help Others

Blogging lets you help readers with their problems. You can offer free information products, educational posts, videos, whatever you can dream of that will help your readers live better lives. Blogging can help you help people get over fears and live their dreams. You can inspire, educate, entertain, motivate and mobilize people with your blog.

10. Show the world who you are.

Your blog can show people all the great quirky things about you. People love to get to know people, marvel at their adventures, understand and sympathize with another person’s pain, laugh when they make a fool of themselves and smile tears when great things happen. You can express yourself fully and get people who have never met you believe they know you. They will become your supporter’s even evangelist and have never actually met you in person, but defend you as if they have.

Believe me there are so many more great things about blogging, this list could go into the hundreds, but I am going to stop at ten.

Have Your Say:

What do you think are some of the great benefits of blogging?

 

Join my LinkedIn group Marketing and PR for Professional Service  Firms

 

 

Getting Attention like the Busty Chick in the Short Sundress at Church

Getting Attention like the Busty Chick in the Short Sundress at Church

She’s got your attention. She struts in wearing her chest hugging short sundress with her big boobs popping out. You see her, how could you not? The women frown and the men stare. She has everyone’s attention. Isn’t that the point? She  needs attention and knows how to get it.

 

While many may say that it is inappropriate to wear this sort of outfit to church, it is disrespectful coming to church looking like a whore. What if she is a whore, then, why would she dress any other way?

 

The question is can you beat her at getting attention?

 

If You Don’t Pay Your Clients Some Attention Your Competitor Will

If You Don’t Pay Your Clients Some Attention Your Competitor Will

Lack of attention is a one of the biggest complaints that couples have in relationships. Well your business is about relationships also, are you giving your clients enough attention? Customer service is the number one complaint from customers.

 

One sorry fact is that businesses don’t realize that they are in the relationship business.

 

You may sell software, but you are selling it to people and people crave good relationships. People will buy from a higher bidder due to a better relationship with that bidder. They feel more confident that the person will do the job, because that bidder has taken the time to build the relationship, which instilled trust.

 

Take two electronic salespeople:

 

The first walks up to the customer looking at televisions and asks, are you ready to buy?

 

His likely answer is no still looking.

 

The salesperson walks away, on to find the person who is ready to purchase.

 

The next salesperson walks up and says, Hey, howya doing?

 

“Good, how are you?”

 

So, are you interested in buying a new television for the family, I see you are looking at the big screens here.

 

Yeah, trying to decide which the best television to get, not really sure.

 

Well do you have kids that will be playing video games on the television?

 

Yeah, they probably will.

 

Then the salesperson goes on to tell him how some are better for playing videos, and answers all the customers questions with patience and a friendly attitude. During the conversation, he even tells a little about his family. He finds out all he can in an easy manner about what the customer’s television needs are and only shows him televisions that fit his needs. He shows the customer television that are on the higher end, the customer says, whoa, that’s too much.

 

He says; well let’s look at these over here. You can get a great television at a lesser price but you may have to get a smaller television or go with fewer options.

 

In the end, he sells the customer a television and the customer is happy with his purchase. He can go home and explain to his family the great buy he made (because the salesperson took the time to educate him) and they too will be happy with the purchase.

 

In the manner of maybe 30 minutes, the salesperson was able to build a relationship and sell the television. He built the relationship by paying attention and listening to the customer’s needs and desires.

 

The point is, business is about relationships, it really doesn’t matter what you are selling.

 

Whether you are trying to turn a prospect into a client or keep you current clients happy, attention goes a long way.

 

Suggestions on ways to give your prospects and clients some desired attention:

 

  • Create a database of prospects and current customers
  • Send them an email just to get in touch, see if they have any questions
  • If they have questions, follow-up with a phone call
  • Record the information that you receive from them in the database, the questions they asked, your answers and any other information that they give
  • Note any personal information that they give to you: birthdays, spouses and children’s names, hobbies, associations, reading habits, movies they love, everything.
  • Find ways to become more personal with them, send birthday or anniversary cards. Send a quick email asking how the son did at the track meet, ECT.
  • Send a subscription to a magazine for one of their hobbies
  • Send them articles that you think they will enjoy other of business related articles (send the business ones also)
  • How client appreciation events for local customers
  • Send a couple of tickets to an event that you think they will enjoy
  • Tell them about upcoming events going on in your city that you think they will enjoy. They say they like wine, send them info about a future wine tasting.
  • If they invite you to an event, go
  • Send a handwritten thank you note, telling them that you appreciate them being your client

 

There are so many things that you can do on a regular basis to show your prospects and clients some love and attention.

 

Try to make keeping in touch something that you do on a regular basis in small ways. Clients want to feel appreciated even if they don’t say so directly. You may find that in turn they will show that they appreciate you buy referring additional business to your company or writing a glowing testimonial for your business.

 

Your Turn:

 

Are you showing clients that you appreciate them?

 

What are some of the ways that you show your appreciation?

 

What Next:

You can always comment on my Blog, connect with me on Facebook, Twitter, join my LinkedIn group Marketing and PR for Professional Service  Firms, sign up for my NEWSLETTER.  or Contact Me.