The Importance of Testimonials

The Importance of Testimonials

As a business owner you can do everything else right, but if you don’t have some form of third party social proof, it might just cost you the sale – that is the importance of testimonials. Testimonials are significant. They shouldn’t be underestimated as you construct the content and layout of your business website or brochure. They are a powerful marketing influence that can draw people in, and cause them to convert. Think about it this way. You can talk until you are blue in the face about how great your company and your product or service is. You can write at length about how you solve a business’s problems. It will never have the same level of influence as a previous customer or client saying it. The Power of Social Proof Your customers want to know, like and trust you. They may like your message, but want to know that you’ve helped people in a similar situation before. A testimonial can help put them at ease. You can handle testimonials on your website in one of two ways. You can either create a testimonial page within your website, and load that up with your best and most current testimonials, or you can sprinkle them across the bottom of each page. Both ways allow potential customers to see who you have already helped. Who Can Write a Testimonial For You?  Any satisfied customer or client. Anyone who has heard you speak about your industry. Anyone with a positive story about interacting with you and your business. These are all potential sources for testimonials. After you wrap up a project,...
7 Content Marketing Mistakes and How to Avoid Them

7 Content Marketing Mistakes and How to Avoid Them

Your readers have questions about your industry – and learning how to avoid key content marketing mistakes can help you engage them. Your readers may be in various stages of the buying cycle, but they have one thing in common. They are looking for a trusted resource that can provide answers to their questions. That is where content marketing comes into play. It allows you to differentiate yourself from the pack, and compete with some businesses that have traditionally had a larger budget for customer acquisition. As you compete for eyeballs and attention online, you have to make sure you are doing everything within your power to appeal to your audience. Here are a few content marketing mistakes, and some actionable advice for how to avoid them. 7 Content Marketing Mistakes You failed to connect with your readers – Chances are your reader doesn’t know as much as you about your industry. It’s easy to start throwing around fancy acronyms and $10 words that may just pass right over their heads. In a best-case scenario they leave to look up the industry lingo that you’re failing to define. In a worse case scenario, they are on to the next search result. Either way, there’s a better than average chance they aren’t coming back. Here’s what you can do: If you don’t absolutely have to use the industry term, don’t. If you do need to use it for context, then define it. If it’s an acronym, spell the whole thing out the first time. Make sure that your readers know what you’re talking about. Don’t talk down to them, but...
10 Strategies to Sell More With Your Marketing Content

10 Strategies to Sell More With Your Marketing Content

While marketing copy should be useful and informative, it can still be used as an effective tool to sell more. Providing value to your customers is always a solid strategy for strengthening your business. Make sure your marketing is focused on helping you achieve your business goals. Here are some strategies to help. How to Sell More With Your Marketing Content Follow Your Marketing Strategy –Have you considered the best ways to reach your ideal customer base? Developing and following a marketing plan can help you stay focused on the future, setting and exceeding your marketing and sales goals for the future. Plan out the number of blogs you intend to write, and where you intend to publish them. Plan out the other channels you are looking to use to spread the word about your business. In an insanely distractive world, it’s a good idea to remain intentional and keep the bigger picture in mind as you are tempted to tinker with the newest blogs, websites and social media outlets. Keep track of where you receive the most traffic, and the most leads, and do more of that.  Reuse Your Blog Posts – Your blog posts don’t have to enter a world of darkness after they have made the social media promotions round exactly one time. Bring paper copies of the ones that answer frequent customer questions as you speak to people in person. With sites like Create Space, it is more feasible to compile them in book form than ever before. You can also schedule older (but successful) posts on your social media channels to keep providing value....
7 Essential Steps For Creating Marketing Content That Converts

7 Essential Steps For Creating Marketing Content That Converts

Writing marketing content that converts is a necessary step in any successful blogging or digital marketing campaign. While this type of content creation can help level the playing field, it is not free. Blogging and content marketing are significant time investments. Creating marketing content that converts can be a matter of trial and error, but there are steps you can ensure to give your content a fighting chance. How You Can Create Marketing Content That Converts: Hit People With a Story – Stats and data are good for reinforcing an argument, but don’t really make a framework for people to remember. But if you tell the story of someone who overcame an obstacle and solved their problem, that will be more memorable. Some other paths for a good corporate story include: how you got started in your business, how you solved your own problem and learned to help people with theirs, or any customer success story. If you tell your customer success story, make them the hero. Good blogging and content marketing is not self-serving. Giving your writing a more narrative flow can also help people engage with your content. Ask a Question – Asking the right question can be an incredibly effective way to guide people through your content. The right question will have readers mouthing an answer to it as they move forward with your content. Make it a question they’ve been asking, and reinforce the answer. Examples: Looking for a way to reduce your monthly mortgage payment? Do you want an easy way to increase your productivity? Have you been trying every way imaginable to lose weight? These kinds...
Will Slowing Down Help Your Content Creation?

Will Slowing Down Help Your Content Creation?

We’re all familiar with the hustle and bustle of content creation. You have to stay in front of your customers. You have to create consistent, valuable content to remain significant in the digital world. You have to be creating content aimed at your audience. You have to keep writing. Keep taking pictures. Keep shooting video. Keep making infographics. Produce. Produce. Produce. This is the strategy for content creation in the digital age, right? Yes and no.   Step back for five minutes. Take a look at your recent content creation efforts. How would you rate the quality of the content you are producing? Be honest. Is your content adding value to your audience’s lives? Or is it full of half-baked ideas designed to get your site ranking higher, but not providing any real value? Make sure you can answer these questions before you publish your content. More Content Creation is Not Always Better Producing on volume is not always the best idea. Thinking of a post idea in the morning and having it out the door before noon might be a recipe for publishing an idea that is not fully developed. You’ll have to be honest with yourself as to whether this is the case. Think about it this way. Those of us in the service industry can run into problems when we sell our services on volume. It’s very easy to walk into a situation where you are producing more work and being paid less for it. Develop a Content Schedule  It helps to plan ahead. It helps to know that during June you want to be talking...
Creating Content Truly Aimed at Your Audience: The Kinder, Gentler You

Creating Content Truly Aimed at Your Audience: The Kinder, Gentler You

  There’s a hard truth for businesses when it comes to creating content that sells. Here it is: You’re in business to make a profit, so you do what’s natural. You want to sell. The content that you create should be about you. It should be about your company. It should be about your offers. It should inform your readers of what you are up to, what to expect from your business and what they can buy from you. Right? No. Well, not exactly. Think of it this way. No one is ever going to care about your business as much as you do. The Internet is a place where your audience finds you, and not the other way around. You don’t sit down to watch eight hours of commercials a day. Neither does your audience. So why are you creating content that only matters to you? Here’s the hard truth: You need to be creating content truly aimed at your audience, in order to sell.  Creating Content of Value This goes for whether you are in the B2b or B2c space. What is it that your audience is truly looking for? What information do they want to know? If you can’t answer these questions, it might be time to ask them. In the meantime, start offering some compelling content. Write about what people should know when they shop in your industry. Write about alternative uses of your product. Write about the industry news that’s taking place. These are the things your audience comes for. If you do this part right, they may just stay for the deals. So visit new...