Yesterday I was talking to a group of business friends and I had an epiphany. Lead magnets, above all else should be simple. But let me start from the beginning.
Recently, Content Journey joined the EO Accelerator in Oklahoma City. Yesterday was a learning event on digital marketing. After our presenter was done a few of us hung out and shared ideas.
One of the accelerator board members, Lorenzo Banks and I were talking about how he could attract more visitors to his site. Lorenzo is a partner at Banks, Gillett and Gillet a law firm focused on family law in Oklahoma City. I have actually known one of his law partners for years so I was more familiar with his business than I was others.
They want a way to showcase their work in the family law space and how they stand apart from other competitors. As I was talking through all the things they could potentially use I stopped myself.
I was making the strategy too complicated.
The presenter mentioned HubSpot, which really is a great tool for a lot of companies. But in this case I could see it quickly becoming something cumbersome for this case. See, Lorenzo is a lawyer, not a marketer. He wants to work for his clients. Yes, he knows they need to do something, but the something should be done by someone else.
His job is to identify the problem and the solution and then delegate it to someone else. He and his law partners need to focus on continuing their good work.
Here is what I told Lorenzo and I hope it helps you too.
Keep the lead magnet simple
Provide real value
Don’t complicate the process.
A Simple Lead Magnet
If you don’t know what a lead magnet is we have a full post giving you all the details. But to put it simply, a lead magnet is a type of downloadable material that a website user receives in exchange for their email. Lead magnets can be the first step in creating a relationship with someone that will eventually become your customer.
You don’t need to have 40 page ebooks, you don’t need to provide expensive to create workbooks. You can start simply with something your ideal customer would find valuable. Vida Bars has a hair quiz, Focus Federal Credit Union has a financial education ebook, lead magnets that align with work they do. We are working on one right now for a client in the mental health space. It is a deck of weekly affirmations (that will come in a downloadable PDF to be cut out).
All are simple lead magnets that stay true to who they want to attract to as customers.
Provide Real Value
This seems straight-forward, but I think this gets overlooked. When you are creating your lead magnet, provide real value. Educate your audience on something. Help them do better in their own lives or businesses. And be genuine when you do.
Years and years ago when Cory Miller was still at iThemes he started writing and publishing ebooks. They were all giving out his gold advice, “How to create rockin webinars,” “I want to hire you but your resume sucks,” and “Purposeful Paychecks,” to name a few. They were all simple, but ultimately they were valuable.
Now over 10 years after that publishing started there is an entire library available to people who need the help.
No matter what the lead magnet it is that you are creating, make sure you lead with value.
Don’t Make it Complicated
It isn’t a bad thing if Hubspot isn’t for you. It is not a sign of your business success if you need a more streamlined solution. Lorenzo has a database solution for client management, what he doesn’t have is a marketing tool to connect with future clients. Could he change all of his systems around and go with an all-in-one, sure. Does he need to completely change everything around which could take weeks or months to transfer and learn the new system? I don’t think so.
It is a simple formula.
It can be that simple. If you have a website you can create a simple lead magnet that connects to an email list.
Tools for Simple Lead Magnet Strategy
For WordPress – PopUpAlly. It is very simple to use and you can embed in content, a sidebar or have it pop up. Showcasing your lead magnet in an easy to setup plugin.
Platform Agnostic – Beacon. I have used Beacon and it even has a free tier if you just want to check it out. They give you templates to work from, so you don’t also have to be a designer. And it will work across multiple platforms. When I connected it to a MailChimp account it worked seamlessly.
Lots of customizations – OptinMonster. This is the most expensive on the list, but also offers the most flexibility in creation. It is also nice that it offers a few more reporting details.
When it comes to email there are a ton of options.
MailChimp – I am a little biased because I use this one for several of my projects. I find it easy to set-up and there are many integrations that connect all the apps I use.
Active Campaign – this is another option if you need a CRM and email integration. I love using this one for the automated workflows. Plus, for new users they do full training with a person.
Flodesk – this one is new to me. One of the EO members said they are using it and love the templates and says it is very streamlined and simple.
What is Holding You Back?
You really don’t have to throw the kitchen sink at your marketing channel. Starting small and simple is a great first step towards a new marketing program.
What is one thing you can implement today?
Start small. Choose your email provider. If you are still at a loss on which lead magnet to choose then set up a call with me. I leave my calendar open to fee-free 15 minute chats and I would love to help you create your first lead magnet.
Out with the old and in with the new—at least for Facebook page design. This social networking mogul has over 2.5 billion active users and continuously improves their user’s experience. Typically, a better user experience starts with the design, layout, and features.
In case you are late to the game, pages and profiles function differently.
Profiles are personal and have a different look, feel, and function.
Pages are public-facing profiles used by organizations and public figures, such as celebrities and politicians. Pages increase brand awareness and the ability to engage with your audience.
Facebook page design is moving forward to create a more fashionable and practical way to engage with brands like yours on their platform.
Facebook Page Design: What’s New
Page designs that are simpler to navigate
Newsfeeds and improved engagement opportunities
Q&A features that better connect a brand with its audience
Followers are the new focus
Robust admin tools to better manage a Facebook page
Enhanced safety measures to identify spam and more
Navigating Your New Page Design
Learning your way around a new technology can be challenging, but navigating Facebook’s newly designed pages are not. They are intuitively designed so that both the page administrators and their audience’s experience are simple and enjoyable.
If you manage one or many Facebook pages, then you will be happy to know that their team has streamlined the process of toggling between personal profiles and public pages. They have also made the important stuff, like bios and recent posts, simple to locate and view.
Engaging As A Newly Designed Facebook Page
Newsfeeds were initially a feature only available to personal profiles, but now they will be accessible for your organization’s Facebook page too.
This new feature fosters an entirely new method of engagement for brands.
For example, your page can now follow trends, interact and converse with its audience on trending topics and posts. Think about all the insight your personal Facebook profile has access to, such as new connection suggestions, and how powerful this feature can be for your brand’s Facebook page.
Harnessing The Q&A Feature
If you have ever taken advantage of the Q&A feature on your Google My Business page, then you understand how powerful this new element can be for your Facebook page.
“You can host a Q&A on your Page so that your followers can ask you questions about a topic you know. As you answer questions, they become part of a stack of questions that your followers can swipe through.” – Facebook
We may also be a little biased here, as content marketing gurus, but having a list of questions directly from your audience is a hidden gem. These Q&As can help generate future blog topics and lead magnets.
Understanding the Power of Followers
Likes will be a thing of the past and removed with the new page design. Going forward, followers will reflect your true fan base.
Following a page means that that person wants to receive updates from the brand. Your followers are actively engaging with your brand, while page likes are a more superficial popularity metric and will now be obsolete.
Managing Your New and Improved Admin Tools
There are many elements on your Facebook page to manage. Some of these administrative duties include managing everyone’s roles, permissions, and access.
With the new Facebook page design came more robust and granular page management tools. These tools allow you to assign admin access and permissions per task, such as insights, ads, content, messages, and more.
Moderating for Safety & Integrity
Facebook has taken some heat recently but has been working to foster a safe place where brands, audiences, and people can interact with each other, stating the following:
“We’ve improved our ability to detect activity that isn’t allowed on our platform, including hate speech, violent, sexual or spammy content, and impersonation. We are continuing to expand the visibility of a verified badge to make it easier to identify posts and comments from authentic Pages and profiles. A verified Page’s comment on another Page’s public post may appear higher in the comments section and be visible in News Feed.”
Facebook Page Design: Change the Way You Interact
Those are just six ways that Facebook has updated their page designs. The way you interact with other brands and your audience will also change a bit. Here is a quick recap of how these new design updates and features will shape your interactions.
Your Page Now Has a News Feed
A company page’s ability to interact with its audience and other industries might not be a new concept (think Instagram and LinkedIn), but it is for Facebook pages. When you go to your page, you will notice your news feed tab, just under “Home,” in the left navigation bar where you manage your page.
Your Brand Can Participate in Conversation
Yes, your page can finally join in on conversations! Your page’s news feed functions similar to your personal profile’s news feed showing published posts from other brands you are following. The news feed will also suggest pages and brands that you can now interact with on a completely different level. You may even consider following and increasing your audience and brand awareness through conversation.
Your Followers Are Your Real Fans
As mentioned earlier, your page likes are being sunset, and your page follows are the real fan base on which you should focus your engagement.
A “Like” is more of a superficial popularity contest. Anyone can like a page, but when someone follows your page, they really like you and want to engage with your brand actively.
Now that you are excited about your Facebook page redesign, you are probably wondering when you can start using it. The best part is that you may already be able to use these new features. On January 6th, Facebook said they would officially begin updating Facebook Pages throughout the upcoming months. Check your page to see if yours has been updated.
Pages Design: Transitioning
Transitioning to uncharted waters and learning how to renavigate the way you interact with your audience on Facebook might make you a little uneasy. However, they have updated the design to be more user-friendly and straightforward, making the switch between public pages to your profile and vice versa a piece of cake.
Not to mention the new features they have added to make engaging with your audience more easily accessible and transparent in order to build your community and achieve your brand’s goals.
Your brand’s Facebook page is a part of someone’s Facebook experience, so how will you harness and optimize that opportunity?
Tracking and using data from your marketing campaigns, from Facebook follows to lead magnets, plays a pivotal role in expanding your brand.
If you are looking to publish consistent and strategic content, we are your team. We bake strategic planning, research, and monthly analytics reports into every content package.
Contact us today to learn what your content journey could look like with us by your side.
You wake up for your day and look at your calendar. You already feel behind on work that should have been completed yesterday, overwhelmed by the amount of virtual meetings, not to mention the house is a mess, laundry isn’t done, kids need to be in virtual school and a mile-long list of things that are left undone.
If this feels familiar, you are not alone. The American Psychological Association conducted a study that says, 8 in 10 Americans report their mental health is suffering due to increased stress in 2020.
This talk cannot solve all of the stressors we are all facing currently, but it can be a step in the right direction. Lindsey will go over common stress triggers, physical symptoms to be aware of and how to assess our body when we are under stress. Finally, many stress reducing activities will be given that can help manage stress “in the moment.”
You don’t have to dedicate an entire day or even an hour to de-stressing, these tips will be for 1-minute, 5-minute and 10-minute exercises.
I am so lucky that I was able to take part in WordFest 2021, the entire team at Big Orange Heart and all of the volunteers are so incredible. It is a great organization to be involved with, but even better to do a small part to give back.
If you attended the talks today I hope you enjoyed it as much as I did and if not, you can still grab a seat and watch the recordings!
Your website should function as your best salesperson by providing all the answers to your prospects questions. Look at it this way – where else can customers learn about your business 24/7/365? Your website never sleeps and is available worldwide. If you know exactly what pains your services or products solve, then all of that should be easily understood on your website. There are not any human salespeople that can offer that level of service.
Does Your Website Know Everything About Your Business?
If you are using employees to market your business, you have training programs to familiarize them with your company’s products and services. Any information that you would provide to an employee in that role needs to be on your website. Again, your website is your best salesperson because it is the most readily accessible source of information for potential customers.
Your website needs to be thorough and complete. It should have every single piece of information you have on your mission, your vision, your values (branding), along with full descriptions of your products, services, and pricing. It is incredibly frustrating for consumers when there are minimal descriptions and no pricing information. Yes, some consumers may balk on price, but that is often because you have not adequately described your value. Be transparent; this goes a long way in today’s digital market.
Do You Measure the Success of Your Site?
It is essential to measure the success of your website. The problem is that most people use the wrong metrics. There is a focus on hits, click-throughs, bounce rates, etc. In the end, however, there is only one measurement that matters: sales.
One of the best rules of thumb is to compare the number of subscribers on your email list (you are building an email list, right?) to your revenue. The bare minimum you should be going for is one dollar in revenue per subscriber, per month. Many websites reach multiples in the 100s of dollars per subscriber, but if you’re just getting started, $1 per subscriber per month is a good base target.
The second thing to look at is continuity. A common saying in marketing is, “if you do not have continuity, you do not have an online business.” But what is continuity? Continuity is a business model that has a monthly or annual subscription or membership fee. Amazon Prime is a continuity program. You do not have to sell things like training, webinars, or services to have continuity programs.
If your revenues are not making that one dollar a month threshold, then that is when you can start delving deeper into your bounce rates, click-throughs, etc. If you are achieving your revenue goals, then spending time analyzing the nondollar metrics does not make a lot of sense when you have a limited staff of analysts. Not only that, but a lot of these metrics are also available in your Google tools.
Does Your Website Offer Complete Info on All of Your Products/Services?
There is nothing more frustrating for consumers than incomplete product information. Make sure that your website is the best source of information about your products and services.
Be sure to include details, videos, pricing information, FAQs, and customer reviews on your website. If appropriate, set up on-demand webinars where you can explain your products or services on a live webinar, and then record it for later viewing. The recorded webinar should also allow viewers to ask questions that you can compile into a FAQ for your website.
Your website cannot do its job as your best salesperson if you don’t give it all the information that it needs. That would be like hiring new employees, giving them a demo product and no other information, and kicking them out to the street to sell. It would not end very well.
To achieve success with your website, there are several things that are important to consider. The following are six things that should be a priority for your website.
Modern and Easy to Navigate Design
While content may be king, the design is most assuredly its queen. Although the aesthetics of design do not impact Search Engine Optimization (SEO), it does impact things like bounce rate (how long a customer stays on your site) and click-throughs (where customers click through to other content on your site after their initial landing page).
Poor design can also impact technical SEO, which will be discussed later in this article. For now, it is crucial to understand that the visual appeal of your site influences how consumers perceive your site.
Design is also essential when considering accessibility. Every site should take into consideration the millions of consumers with accessibility issues such as visual impairments, hearing impairments, and limitations to mobility that might make navigating your site difficult.
For example, all videos should be subtitled for the hearing impaired. While it may sound great to have a video with energetic music playing in the background as pictures flash on the screen, it does little for either the visually or hearing impaired consumer. The visually impaired consumer cannot see the video, so all they hear is music, and the hearing impaired consumer is left wondering if there was any real information conveyed that they could not hear.
More and more consumers are using their smartphones to shop online. Therefore, the speed and performance of your site on mobile is critical. Your designs should be “responsive.” In other words, the design of your site should look relatively the same, whether viewed on a phone, a tablet, or a computer. Many of today’s design tools allow you to view your pages in each mode without needing to switch devices.
Google also tests your site’s speed and mobile responsiveness and grades it according to established standards. You can get this information from your Google tools. Your ranking here is also another one of the ranking factors that Google considers when ranking for SEO.
Up-to-Date Content: SEO is King
SEO is your path to a page one position on the Search Engine Results Page (SERP). SEO begins with keywords. These are the words and phrases that searchers enter into the query box of the search engine to bring up a listing of relevant websites.
The exact content of the Google search algorithm is kept secret, and is refined continuously. If people know what the criteria were, they would all do the same things. You would have equal scores that would make it impossible to determine who received a top ranking position.
SEO is how you attract traffic for free. By optimizing your content using best practices for SEO, you will evolve your content over time to reach page one.
Variety of Content
You should have two styles of content on your website: pillar pages and blog posts. Pillar pages consist of long-form (1,000-5,000 word) content that is evergreen. Evergreen content is content that is valuable now and will continue to be valuable five years from now. It is not about trending topics; it is about the fundamentals of your business. You can always make updates to these pillar pages if any of the information changes.
Blog posts are more conversational and address the trending topics in your industry. They can be any length (but we recommend nothing shorter than 850 words) and can be used to communicate things like sales, news of the day, fun facts about your company, etc. The sky’s the limit when it comes to blog posts as they are designed to be read on a daily/weekly basis and are not considered evergreen content.
Social Media Integration
The proliferation of social media apps makes it challenging to choose how to interact with your customer. Unless you have a huge in-house marketing department, it is unlikely you can master them all. Here is how your website can assist.
First, decide what social media platforms you want to have human interactions on. Then, add “Follow us on [Facebook, Twitter, Instagram, Pinterest, etc.]” buttons added to the header or footer of your website so that they appear on every page.
Next, make sure that you enable social sharing on all of your content. Social sharing is a powerful way to boost your position in the SERP because social sharing creates backlinks to your site. Google interprets these shares as indications that you are an authority on the topic that is being written about and ties into your overall SEO strategy.
To achieve page one of the SERP, Google now requires sites to have a Secure Socket Layer (SSL) certificate. That certificate is what makes the transfer of information to/from the site secure, and is indicated by the “s” in the “https:” portion of your URL. SSL certificates are now free from many sources, and your web host probably has a method of applying a free certificate to your site. If not, a Google search for “free SSL certificate” should yield the applicable instructions.
Technical SEO are things that are considered by Google that are not keyword related. These include:
Structured Data Markup
Technical SEO, as well as more in-depth information on keyword usage is beyond the scope of this particular article. It is important to be aware of these ranking factors, however.
What Consumers Want From Your Website
A HubSpot study of consumers found that 76% of consumers say that they want a website that makes it easy for them to find what they are searching for. Contrast this with only 10% of respondents who stated that they are looking for a website that has a beautiful appearance. Functionality is a priority if your website is your best salesperson.
Other Reasons Why Your Website is Your Best Salesperson
Your website is often a forgotten salesperson but it is doing its best for you in many ways:
Your website is always selling
Your website is always on brand
Your website can do things that a salesperson can’t do
Your website can juggle multiple customers and tasks simultaneously
Your website is always a team player
Your website never complains and always works as hard as you do (and doesn’t cause any unnecessary office drama). There is not an employee in the world that competes with your website’s ability to bring customers from all over the world to your doorstep.
Setting digital marketing goals is essential to the sustainability of any business with an online presence. Without a detailed plan, you might as well be looking for a needle in a haystack in the dark. As a business owner, you need to keep in mind that a poorly set digital marketing goal is just as bad as not having any at all.
What Makes a Good Digital Marketing Goal?
The best digital marketing goals are those that are achievable and relevant to your business’s overall health. It leverages your resources to produce a tangible way of generating leads and reinforcing your branding. The best way to define a laser-sharp, result-driven goal is to follow the SMART method.
The best way to define a laser-sharp, result-driven goal is to follow the SMART method.
How to Set SMART Goals
SMART stands for Specific, Measurable, Actionable, Relevant, and Timely. When these aspects guide your goal setting, you are more likely to see results follow – right to your business’s bottom line.
You should be able to clearly define your digital marketing goal down to the smallest details. Any participant or outside consultant should be able to comprehend your goal just by reading it.
For instance, “I want to increase my social media traffic” differs from “I want to increase my organic Facebook traffic by 20% over the next quarter.” The specificity of the second statement gives your goal implementation structure and direction.
Measurable goals follow directly from specific ones. In the previous example, achieving an increase in organic Facebook traffic requires being able to measure it. The goal should be attainable but also offer a reliable way of measuring its progress.
Judging the success of any goal hinges on the ability to compare data. In our example, you have the ability to use analytics tools to measure your traffic. Similarly, any goal you set should yield data you can record and use for benchmarking and decision making.
It’s important that business owners are solution-oriented regarding their digital marketing goals. Defining an actionable goal comes from being able to find solutions that are within your reach. If the path to a goal breaks the budget or requires skills your team doesn’t currently possess, you need to consider alternatives.
The goals you set should be relevant to accomplishing your business goals. Don’t let your competition drag you into a meaningless marketing pursuit. For instance, if your analysis shows that organic Facebook traffic drives your revenue, stick with that goal. Your competitors may run costly Facebook ad campaigns that may not deliver results for your brand.
Alternatively, if you run a test ad campaign and notice good results, you can always scale up. The point is not to devote time and money to pursuits that do not serve your brand.
Your goal-setting should include a time element. The length of time that’s necessary to acquire all knowledge and resources for the achievement of the goal should be included. Again, let’s go back to our example goal. When trying to achieve a 20% increase in organic Facebook traffic in 6 months, you need to account for the additional time needed to gain knowledge and take preliminary actions.
5 Essential Digital Marketing Goals
With the tools for goal-setting in hand, the next step is to define the basic categories to focus on. You can modify the following essential marketing goals accordingly for your business needs.
1. Establish Effective Content Marketing Strategy
More than ever, search engines are rewarding websites with content that is highly relevant to users. Your efforts need to center around providing helpful information that your prospects find useful in solving their pain-points. The days of throwing a bunch of keywords into your posts are behind us – and that’s a good thing.
Content marketing helps you achieve your goals by bringing in qualified leads and boosting your SEO. Make it a point to use language that is clear and direct. By keeping your sentences short and breaking your text up into paragraphs, readers will stick around longer. Be sure to monitor your analytics for bounce rate, time on site, pages viewed per user, and other important metrics.
Content marketing helps you achieve your goals by bringing in qualified leads and boosting your SEO.
2. Create Influential Social Media Presence
The most effective businesses are those that create loyal communities around their brands. Brand engagement skyrockets in a robust group environment. The best way for small businesses to build such communities is through social media.
By using story-telling, special offers, and product launches that create suspense, your business can build loyal followings. Taking a page out of the marketing playbook of companies like Apple and Nike, your small business can thrive.
Creating an influential social media presence happens when you set goals. When you support your goals with a concrete strategy, your numbers will increase month by month. Think about the emotions you want your brand to evoke in your audience. Plan how you intend to communicate your message and set your path to success with measurable steps.
3. Apply SEO Best Practices
A lot of what you’ll be doing with your digital marketing will be creative work. There is, however, a degree of work you need to do that is not as exciting. For many small business owners, SEO falls into this category.
The more you fine-tune your SEO, the better your website will perform in the search engine rankings. Examining everything from your web hosting provider service to your blog post tags is instrumental in attaining the top spots. Your SEO goals can include reducing site loading speed, getting more backlinks, reviewing your internal links, and achieving higher rankings for older pieces of content.
4. Conduct Regular Digital Marketing Evaluations
Setting a goal and checking back in a year later is a recipe for disaster. A lot can transpire when you leave your online presence unattended and without evaluation. Checking your progress regularly will help keep you on track and allow you to make necessary adjustments.
A monthly digital marketing evaluation is a good start for broader goals. For instance, monthly evaluations can give you sufficient time to gather data and make changes for things like online sales and SEO. Paid ad campaigns and content metrics may require more frequent revisiting.
The key to getting the maximum benefits from your evaluation is proper record-keeping. Every once in a while, lightning will strike with your digital marketing. You may create a video that goes viral or write a post that generates more leads than ever before. With diligent record-keeping, you can reverse engineer your success, identify key elements, and reproduce it in the future.
5. Activate and Monetize Existing Leads
Small business owners know that the key to growth is the generation of new leads. However, the lifeblood of your business lies primarily in your existing customer list. Leads currently in your funnel need to be encouraged to move from the online shopping cart to the checkout. That’s why it is important to have a grasp on the volume of qualified leads your business is producing.
For a better understanding of how to do this, you can create experiments. Divide your clientele into segments and apply an A/B test. Create two different ads that you can serve to different customers. The goal is to determine what works and what doesn’t in activating dormant, existing leads.
Taking Action to Boost Your Digital Marketing
Small businesses are a labor of love. Most entrepreneurs are actively involved in the daily tasks required to keep it running. That’s why keeping up with a robust content marketing strategy is not always possible.
With Google assigning a high value to businesses that regularly post valuable content, it may seem impossible to keep up with a high-output schedule. The best alternative to redirecting your precious time to content creation is finding a knowledgeable consultant that can do it for you.
Content Journey is a service that helps businesses reach their digital marketing goals. Armed with the knowledge to boost your online presence, the company offers strategic planning with all packages. You also get monthly analytics reports and all the research necessary for reaching your goals. Check out our packages today and book a call with your guide.
A lead magnet is something that you give away for free to draw potential customers or clients into your sales funnel. There are some marketing techniques that are old and played out. But creating content that is helpful, educational or entertaining will never get old. A lead magnet is an example of a timeless marketing strategy that works. They are driven by psychology.
What is a lead magnet and how do you use it to make your business more profitable? The answer is a bit more complicated than you might think. Let’s take a look and see how this marketing strategy can help you take your business to the next level.
What is a Lead Magnet?
If you just typed “what is a lead magnet” into Google, you might get a variety of answers. This is because a lead magnet can take many different forms. Simplified, lead magnets are incentives that inspire customers to engage with your brand, potentially being transformed into paying customers.
A real life example of this would be a restaurant giving away free bread sticks. This would generate interest and get more customers in the door. While they may initially lose money on the bread sticks, they’ll more than make up for it with increased sales. This is why lead magnets are sometimes called “loss leaders.”
Lead Magnets offered by Content Journey:
Customer Success Stories
Gated Video Content
What is a Loss Leader?
Lead magnets might seem kind of risky. You sometimes have to take a loss before you can start making a profit. While this may be true offline, things are a little different online. You see, once you create a lead magnet such as an ebook, checklist, or video series, you can give it away as many times as you want without any additional expenses. This makes the Internet the perfect platform for using lead magnets to gain more visitors and potential clients.
Why Do Lead Magnets Work So Well?
Simple – it’s because of human psychology. People are wired to want to get something for nothing. Most would jump at the chance to get a freebie – no matter what it is. You can then leverage this hard wired human urge to get people to submit their email address in exchange for the freebie, allowing you to continue this valuable relationship.
When someone trusts you enough to give you their email address make sure you have earned it. Continue to provide valuable and helpful information. They will keep coming back to you as their source of truth.
Now that you know “what is a lead magnet,” let’s go over how to use them. There are many different types of lead magnets but the role they play in your marketing strategy is generally the same. Once you’ve mastered how to utilize lead magnets, your business will almost always see a dramatic increase in revenue flow.
What Role Does a Lead Magnet Play in Marketing Strategy?
Marketing is essentially just applied psychology. People are hard wired to behave in certain ways and once you understand how this works you can create surefire marketing strategies. That said, lead magnets are typically a part of a much larger marketing strategy, eventually resulting in some sort of sell.
Increase Sales and Drive Traffic
Sales on the “back end” are sales that occur after your business has an initial interaction with a customer. In real life this tends to be after a customer makes an actual purchase and the business collects their contact information. Online it’s a little different. The lead magnet serves as the initial interaction and email marketing then becomes the back end.
The most popular way of doing this is to build a landing page of some sort. As traffic comes along, you offer a lead magnet in exchange for their email address. Once you have a person’s email address you can then pitch offers to them as often as you want. This is a tried and true method of generating sales for many online businesses. Since these people have already expressed an interest in your services or products, reengaging them through email marketing reminds them to come back.
Ultimately a lead magnet’s role in marketing strategy is exactly what its name implies: a magnet that draws in leads. This being the case, you want to make sure that your lead magnet is attracting the right demographic. For example, if your business is all about selling dog products you’d create a lead magnet that has to do specifically with dogs, not pets in general.
As long as your lead magnet is targeted to your demographic, you should have no problems using it to bring hot leads into your sales funnel.
Why Should You Use a Lead Magnet on Your Website?
Whether you’re a freelancer performing a service of some kind, a brick-and-morter business, or in the business of selling products online, you want to have a lead magnet on your website. Why? The answer is simple: If you don’t have a lead magnet on your website you’re leaving a lot of money on the table.
Think about it this way, if you have a business website set up and ready to make sales there will always be more visitors who leave the site rather than take action. Those potential leads will be gone for good. However, if you have a lead magnet, a certain percentage of those who intend to leave will get your lead magnet first, allowing you to collect their contact info and market to them again.
Basically a lead magnet allows you to capture a larger percentage of the traffic to your website and monetize it. And let’s face it, monetizing your traffic is the entire point of having a business website in the first place. The more leads you get, the more money you make, simple as that.
How Do You Get Your Own Lead Magnet?
How you go about creating a lead magnet depends on the type of lead magnet you want to create. In some cases it can be as easy as writing a short guide that shows readers how to do something both relevant to their interests and your business. Chopping up a video course or interview you’ve created is an alternative option.
You May Already Have A Lead Magnet
Before you create a lead magnet from scratch you should think about whether or not you already have something that can be repurposed. Getting creative with this can help you save the time and money that would be spent creating a lead magnet from scratch.
Creating a Lead Magnet
Probably the easiest way to create a lead magnet is to get someone else to do it for you. Here at Content Journey we offer lead magnets with all of our content plans. We know how important lead magnets are to drive engagement. Combined with our strategic content planning and research, our lead magnets have consistently gotten great results for our clients.
Alternately, you could just make the lead magnet yourself if you feel you have the skills to do so. Writing a short ebook or report is relatively simple. If you are familiar with the topic that you’re writing about and have decent writing skills, that’s really all you need to get started. If you are uncomfortable writing, you could record a video series or create a presentation.
Whatever you decide to do, make sure that your lead magnet offers value to your demographic. The more perceived value your lead magnet has, the more people will take the time to actually sign up to get it. I used to worry about offering information that was too helpful. My thinking was that if I told someone else how to do X then they wouldn’t hire me.
That type of thinking was wrong and I am glad I learned my lesson. By teaching and showcasing my expertise I am showing my audience that they can trust me to build it for them. AND if some choose to do it on their own I hope my guidance helps them be successful.
And remember, stand out from the crowd by offering your potential leads something that will truly make a difference in their lives. Don’t hold back and give them the GOLD.
By teaching and showcasing my expertise I am showing my audience that they can trust me to build it for them.
Lead Magnet Examples
Now that you have a good idea of what a lead magnet is, how to make one, and how they can make your business more profitable, let’s take a look at some examples. Remember that you can always put your own unique twist on these examples. You could even combine different types into one unique offering. A lead magnet should never overshadow what you’re selling, however. Let’s take a look at some lead magnet examples.
The most common type of lead magnet online is the ebook. An ebook is simply a publication that has been made available for digital download.This option is super easy to create and distribute. They’re also a great choice because an ebook presents information in an easy to consume manner for your leads. This is why ebooks in the form of guides and tutorials are so popular.
It is important to ensure your ebook looks professional. Formatting, grammar, and spelling are crucial to creating a polished look. If your ebook looks unfinished, it will reflect poorly on your business and you’ll lose credibility.
It should also be mentioned that ebooks are oftentimes viewed as “cheap.” This is because they are so prevalent online as lead magnets. One way to overcome this is to name your ebook something else. Many ebooks are published in the form of cheat sheets or step-by-step tutorials.
Ebooks have an important strength – the ebook itself as a marketing device. By putting your contact info in the header or footer if you’re a service based business, and/or having a section at the end of the book that makes a pitch and prompts the reader to take action. If you’re selling physical products you can have an ad at the end of the book as well. Ebooks are extremely versatile so there are tons of ways to use them to make sales.
Videos can be more complicated to make than an eBook in some ways. However, they carry a few very notable advantages. The first is the fact that a video automatically has a higher perceived value than an eBook for some type of visitors. This can lead to higher conversions.
At Content Journey, we encourage providing multiple types of lead magnets to target different types of learners.
Another great thing about video packages is the fact that you can offer the first video in a series for free to get people hooked. Once you’ve engaged them this way, you can then offer access to the rest for a fee. You could also offer the entire series for free over the course of several weeks. This strategy allows you to engage with the viewer during the duration of the series.
The type of video that you make is up to you. If you want to have a “face” for your brand, then you can be the star of the video, have an employee do it, or hire an actor to play the role. In any case this is really good for branding.
Another option is whiteboard video. These are great for instructional content or slide shows. Both are extremely simple and cost effective to produce. The video format that you choose should be based on both the needs of your business and of your demographic. You want a video that makes your business look professional while performing its function to deliver information in an easy to understand manner.
If you’re wondering how you can make it so that only people who sign up to your email list can see your video, the answer is simple: use an email gate. Some video hosting services, such as Vimeo, have this built in and make it so that a person must enter their email before watching the video. Other services, like Optinmonster offer a variety of additional options such as the ability to segment leads, link directly to your autoresponder, and make it so that leads who have already filled out the form won’t have to do so again.
Even more simplistic than an eBook is a checklist. This lead magnet is basically just a way to help leads get organized or complete a series of steps to perform a task. While this may seem cheap or low effort, the key here is to make the checklist genuinely valuable to your leads.
If your business is all about teaching people how to shoot videos, creating a checklist that walks them step-by-step through the essentials of creating a video series is an option. This would be useful to readers even though the information would be minimal.
Once again, formatting is important when creating a checklist. Offering aesthetically pleasing content is crucial. By ensuring that the lead magnet is useful, on brand, and beautiful your business ensures that clients are impressed by your services.
Infographics are one of the easiest lead magnets to create. The downside is that it can be challenging to present them in a way that showcases their value.
You’re going to have to get creative with how you present an infographic. Successful infographic lead magnets contain information that is important to your readers. This simplistic version of a lead magnet is not your best option. However, if you’re uncomfortable with the above options, this is a good way to get started.
How to Present Your Lead Magnet
How you choose to present your lead magnet on your website matters. There are many different options:
Sign up form in the sidebar
Appear as a pop up
Dedicated site page
Content upgrade in a post
All of these are excellent strategies to offer your lead magnet to site visitors. Deciding which way to offer your lead magnet is a strategic decision. You need to know how your customers consume your content as well as which is most likely to get their attention.
There are several WordPress examples of implementing lead magnets. Two we use at Content Journey are Popup Ally and OptinMonster. Depending on the goals of your lead magnet we might use either of these or both on your site. Our goal is for you to get the most of of your lead magnet, so if these tools don’t work for you we will work until we find the right solution for your site.
Following Up a Successful Lead Magnet
Getting leads with a targeted lead magnet is just the first step. What you do after you get those leads is just as important. Instead of bombarding your email list with endless offers, a better strategy is to take your subscribers on a content journey. This will increase their loyalty to your brand, and make them more likely to pull out their wallets when the time comes.
Here at Content Journey, we specialize in helping people like you to grow your business through organic traffic conversions.
We do this by providing ultra-targeted lead magnets to build your mailing list, creating well-researched and engaging content that keeps your subscribers interested and ready to do business. If you need a helping hand with content marketing, check out our plans and then book a call!
Today, I’m excited to announce my newest endeavor — Content Journey — providing high-quality, search engine optimized content for small businesses and “be an extension of your marketing team” as one of our clients recently said.
Your customers are on a journey to solve their problems. Content Journey helps your business become their trusted guide.
Every good digital marketing strategy includes a healthy dose of content marketing.
But small businesses often don’t have the time or energy to consistently produce great content.
That’s a big problem … and why I created Content Journey.
What Led Me Here
Over the years, I watched my spouse, Cory Miller, as he navigated the world of online digital products. His primary focus for customer acquisition was driven through great consistent content that educates and teaches.
Then over the last 3+ years at Liquid Web in various marketing roles, I got to transfer and apply my skills and experiences I gained in political fundraising to help build and grow our Managed WordPress hosting products and community.
Not only did Chris Lema take me under his wing and give me the opportunity to pivot my career into marketing, but during my time at Liquid Web, I was fortunate enough to get to work some amazing people, including (but not limited to) Terry Trout, Jessica Frick, Rhonda Capone, Carrie Wheeler, Joe Oesterling and briefly, Rachel Martin.
All of whom taught me so much and bolstered my confidence. It really felt like all the work I had done over the years had brought me to this place where I could not only contribute, but learn and make a difference. (Thank you so much!)
In so many ways I know I am standing on the shoulders of giants.
I have literally learned from the best and I want to leverage all that I have learned to pass it along. I feel best when I am helping others. It is why I subscribed wholeheartedly to “Make People’s Lives Awesome” at iThemes.
And in my own way I am ready to do that again.
In fact, I learned and reaffirmed something about myself through this whole path …
I feel immense success when the people I work with WIN. And I want to help YOU win.
Never Go Alone
I wouldn’t have Content Journey without Cory Miller’s love and support. The road here has been filled with learning experiences that have only made this offering and me stronger. But Content Journey and I wouldn’t be here without him.
Next, AJ Morris has been a solid friend who I have relied on. And this website and amazing design wouldn’t exist without him putting up with me.
I am also lucky enough to have found the first member of the Content Journey team, Camber Clemence (you can read about her here).
We have been working together a few weeks and it might as well have been years. We are a great team. Camber brings amazing talents to the table including a strong writing ability, organization that I desperately need and a fresh set of eyes to help deliver high quality content for our clients. And I would be lying if I didn’t love that she too is going on her own career journey using her skills gained in retail and applying them to digital experiences.
Ready to Finally Get A Consistent Content Plan for Your Business?
I’m eager to learn more about your organization and how we can help you. I will share how my process works and learn about your goals and see if we are a good fit.
But maybe you just want to help by spreading the word or sending an encouraging word, all are equally appreciated. And I may have a super secret referral program and if you want those details send me a message and I will fill you in.
Today I am filled with excitement and gratitude and I know I wouldn’t be here without every single person who has helped me along my own journey.
Online content, which includes any online material, such as articles, videos, guides, blog posts, and more, is designed to stimulate interest in your brand, product, or services.
However, your content is only as effective as it relates to your audience, which content marketing plans, such as the quality content plans built by ContentJourney.com, can help you do.
In fact, when done right, great content helps serve many purposes, from bringing visitors to your site to turning visitors into quality leads and those leads into customers, and more.
But to build the most effective campaign, you must understand the world of content marketing, including just what it is, how it works, and why you need it, which the following information can help you do.
How Content Marketing Works
In order for your website to rank high in online search results, you need to create content that your potential audience will find useful. It sounds easy, but it is harder than you think.
In reality, our job is to make Google’s customers happy.
The idea is to find people who are unaware of your business or brand, and they may not even know much about your offerings, but you are able to offer content they need. When they find your content useful, then they want to learn more about this industry leader who helped them.
The goal of content marketing is to create high-quality, in-depth marketing content that relates to your business and industry in an effort to capture your audience’s attention. When done right this will increase awareness of your brand, company, product, or service.
In other words, content marketing helps bring people closer to your products by creating free, useful content that educates them and makes them want what you have to offer, which helps boost conversions.
What are the Different Parts of How Content Marketing Works?
Content marketing has four basic objectives or parts that work together to help bring you more conversions, which include:
Educating Your Audience
Every second thousands of Google searches are made by people searching for relevant information.
When you provide this valuable content for your audience, it helps your business stand out to them because the information, article, or video, etc. you supplied helped provide a solution to their inquiries. This makes a searcher feel as if they are walking away having learned what they were looking for.
Providing an answer to your audience’s questions also makes them more likely to return to your site. As well as recommend your brand, product, or service to others, which also helps produce more quality leads and conversions.
Boosts Brand Awareness
Getting new people to find your business helps increase the possibility of new sales, which is the goal of content marketing.
In fact, research shows that many buyers conduct a search for more information about an industry or product before actually purchasing it. For instance, as more people become aware of a product and it becomes popular, they often turn to the internet to learn more details or read reviews before making a purchase.
Hence, if you sell this product, in generating your content, you would be sure to include all aspects of the product, including what benefits it offers, its available varieties, instructions for use, and more.
When you make this easy for searchers who are in the initial stage of buying your product then you shorten your sales cycle.
Providing such useful information about the product helps your information appear higher in search engines. Bringing new leads into the top of your funnel where you control the message and their buying journey.
Establishes You as an Authoritative Source in Your Business or Field
Supplying your audience with relevant information surrounding your business, product, or services also demonstrates your insight, which helps establish you as an expert in your field.
As an insightful expert or authority in your field, potential customers, as well as your current customers, will see you as knowledgeable. This boosts their confidence in your business, products or services, ultimately increasing the likelihood of repeat business, not just a one-time sale.
Customers want to trust companies they work with.
Investing in a content marketing strategy, like the carefully and individually developed ones offered by Content Journey, helps you build the most effective content designed with the main goal of providing valuable information that helps establish you as an authority in your genre. Our plans get your business noticed and one step closer to meeting your business goals.
Broadens Your Audience
Besides simply improving your SEO for your company’s website, quality content also has the ability to attract more qualified leads.
When you create content that gets people interested in your services or products, it helps more people discover your business. This broadens your market, as well as your site’s traffic potential.
When search engines believe you are showing the most relevant answers to searchers questions, your site will rank higher in search engine results.
However, when creating your content, it is important to note that each of your visitors will be interested in your offerings for their own reasons. It is important to create a content marketing strategy that enables you to reach various people based on their interests.
If you do not have a clear idea of who your customer segments are then Content Journey can help do the research to align your content with your customers.
8 Steps to Explain How Content Marketing Works
Good content marketing entails incorporating the right strategies cohesively to reach your business goals.
There are 8 main steps of how content marketing works, which include:
The First Step: Create Useful Content
Since the focus of this marketing strategy is all about the content, the first thing you need to do is create quality content.
And though the content is meant to increase sales, it still needs to be beneficial to visitors rather than salesy, in order to keep them on your page. And interested in what you have to say.
In other words, it needs to engage, educate or inform your visitors. By providing answers to their questions. The last thing you want is to get a new visitor to your site and they see your content as lacking, dispassionate or superficial, which decrease the chances of them engaging with you further.
On the other hand, when you create content that provides solutions to your visitors’ issues or that teaches them what they want to know, it creates value for your audience. This value means there is an increase in opportunity that they will sign up for your email or newsletter, or purchase your service or product.
People also tend to pass on good information, so it also helps increase the likelihood that your content will be shared with many others, which also helps increase your leads.
The Second Step: Share Your Content With Your Target Audience
Once your content has been created to provide the utmost value to your audience, the next step is to get it in front of them, which can be done in various ways.
For instance, you can upload your content to your social media page and then share it with your audience. This is one of the many reasons Content Journey offers social posts with two of our plans.
You don’t want to build up your audience on Facebook or Instagram, you want visitors coming to your website, where you control the message.
You can also reach out to social media influencers in your industry or field to promote your content, which will also help get your information in front of interested parties. One more way to increase the chance of it being read and, in turn, generate more quality leads to your site.
Investing in quality search engine optimization tactics designed to help increase your ranking in search engines can also help increase the likelihood of your content being clicked on and read. Every plan we do at Content Journey utilizes research and strategy to optimize your content.
The Third Step: Make Sure Your Topic and Content Appears Relevant in Search Engines
When people conduct a search for the information they need, they typically do it by topic and then skim through the search results for a page that may provide what they are looking for.
The more relevant your topic or content appears in search engines, the more likely people searching for what you have to offer are to click on your link to view your article or website.
When creating your content, you want to create a relevant headline, as well as also include a relevant description in the meta data. You want searchers to clearly see what they can expect to learn from your article if they click on your page.
This way, when people come across your page in search engine results, they are more likely to click on it as well as spend time on your page getting to know your brand or product. The more people that find your topic relevant also means, the more clicks your page will gain, which helps increase traffic.
The increased traffic to your site will also cause your page to rank higher in search engine results, which also increases the chance that it will be seen by many other quality leads.
The Fourth Step: Make Sure Visitors Also Find Your Content Enjoyable
The sole goal of content marketing is not just to make your content useful, but it is to also make it enjoyable.
In other words, your content should serve two purposes. It should provide useful information that makes your readers walk away more empowered than when they first visited your page, and it should be entertaining, so they also walk away feeling like it was fun.
Creating content that is enjoyable also makes visitors want to stick around and explore your content, which makes them stay on your page longer. Thus, it also helps improve your SEO.
The Fifth Step: Build Brand Awareness and Trust
The more intriguing the content, the more people will want to become familiar with your brand.
This means, not only will they remain on your site longer and explore more of your site’s pages, which helps increase SEO for your site. But they are also more likely to return to your site or sign up for your emails or newsletters to remain in the know about your product or business…generating quality leads.
The more familiar people become with your brand, the more it also helps build trust because they feel like they know your company. Once you have built this trust relationship they are more likely to follow through on a purchase.
The Sixth Step: Generate More Sales and Conversions
Once visitors have enjoyed your content and have become familiar with your brand, they are ready to take action.
Always include a call to action in your content.
Always include a call to action in your content. This could be as simple as a link to read more about a relevant topic. Like for someone reading this post it might be relevant to link to an article titled: What is Inbound Marketing? Your call to action could be more straightforward with a button to schedule a call or a link to your contact page.
If you are an eCommerce business, be sure to include an easy to navigate checkout process that includes a way to assist customers who wish to make an online purchase.
Even if you have generated leads, but they have not yet converted, they are still more likely to consider you when making future purchases because quality content helps you remain in their minds. Over 50% of shoppers do research before purchasing online or offline, so make it easy for your customers to learn about your products.
By simply continuing to create free and useful content that gives your visitors more opportunities or reasons to fall in love with your brand, and in time, they’ll convert.
The Seventh Step: Adapt to Your Customers Needs
As your current customers’ needs grow and you continue to generate new customers, you will need to continually adjust your content marketing strategy to meet their needs in order to continue to generate new leads and sales.
Once your marketing strategy is in place, be sure to monitor it often to track its progress in relation to your customer’s needs. An analytic’s tool such as Google Analytics can help you do. Each of Content Journey’s plans includes a full analytics report with an explanation of trends or rooms for growth.
Using an analytic tool like Google Analytics helps you view and track many important details concerning your visitors’ habits. These details include how long a visitor remained on a page, which pages they visited, where their traffic is coming from, and more. You can then use this data to make the adjustments needed to help you grow.
This way, you are never in the dark about what your customers need or simply wasting time and effort trying to guess why your strategy isn’t working. You are free to focus on more important things, such as improving your product, service, or brand.
The Eighth Step: Receive Customer Feedback
Customer feedback is also a valuable tool. It can be done both before and after your campaign or conversion to help you better reach your target audience to maintain quality leads.
Customer surveys are a great way to receive feedback from your customers, and they can even be incorporated into your page, such as a pop-up survey, or you can use follow-up emails to gain feedback from customers. Or, if you’re feeling extra friendly, you can also contact your customers directly to receive feedback.
The information obtained can then also be used to help create the most effective content for your site. And all of these approaches are how content marketing works. By utilizing emails, newsletters, social ads, blog posts and social media marketing you can create a successful path. And when they all work together they can inspire more leads and generate more sales.
When You Can Learn How to do it or When You Should Hire a Professional to Reach Your Business Goals?
Content creation isn’t rocket science. You can learn the steps if you are willing to put the time into learning. The Digital Marketing Kitchen is one place that offers education and open office hours to answer questions. I used many services over the years to learn aspects of content creation and how content marketing works. Don’t let anyone tell you that you can’t do it yourself, because you can.
When you start using site’s like Digital Marketing Kitchen, you can learn various important inbound marketing tactics. They go over what to focus on to grow your digital marketing, including email marketing, Search Engine Optimization, social media marketing and more. There are resources that can help you get started creating a successful marketing campaign for your business.
In the meantime, content marketing itself involves various steps that make it such a valuable tool. Each step needs to be perfected in detail on each level in order to make it effective as a whole. Sometimes this can be time consuming to do on your own; however, you can enlist a professional digital marketer to do it for you.
Having a digital marketer on hand to walk you through the process of how content marketing works enables you to get the answers to any questions you may have about the process. This sets the stage for you to focus on what you do best and outsource your help.
When you work with a professional digital marketer, you will benefit from thorough keyword research, which will enable you to tailor your texts to match your visitors inquiries word from word. This increases the chance they will click on your page over your competitors when it appears in search engine results.
A professional digital marketer can also incorporate intriguing videos and infographics into your content to help make it even more interesting. These lead magnets are a valuable part of every digital marketing plan we provide at Content Journey. We feel like this sets us apart from other content creators as we want to help set a full operating system up for you. Investing in your success.
Hiring a professional allows you to utilize other marketing tactics you may not have otherwise had time to do. For instance, many businesses also benefit from various pay per click campaigns to help generate additional income, while also generating quality leads.
Once your marketing strategies are in place, they can also monitor their progress for you and then make any adjustments when needed to ensure they remain impactful.
They can also develop and then send out your newsletter and email communications, and in timely intervals, to help keep your current customers, as well any potential customers, in the know regarding your business, products, and latest endeavors, so they think of you when they are ready to buy.
When your partner with us at Content Journey for your digital marketing needs, we not only provide all the superior benefits listed, but we also go the extra mile to help ensure our service is effective.
For instance, at the beginning of each content plan, the Content Journey team spends 14-21 days performing research and planning to create an 11-month content strategy built around blog posts and other intelligent tactics to create cornerstone content and lead magnets.
These are just a few ways that we stand apart from our competitors. To find out more information on how we can build an individualized content marketing campaign or any other marketing campaign that helps you gain more leads and sales and stand apart from your competitors, contact us or set up a call, so we can help you start realizing your dream today.
You’ve got your business idea in place and a solid business plan built around it. There’s no reason you shouldn’t succeed. But your sales just aren’t where they need to be.
I know how you feel. You spent a lot of time building an effective business plan that took your marketing strategy heavily into account. So what went wrong?
You have to remember that when you created the marketing section of your business plan, you weren’t as experienced as you are now. You didn’t know exactly how the market was going to react.
You also didn’t have the pressures of a lot of people counting on you to make all the right decisions.
Well, you’re feeling that pressure now. And you’re not sure you have the right answers.
That means it’s time for a marketing plan.
What Is a Marketing Plan?
Stated simply, your marketing plan is a full roadmap that helps you introduce and deliver your products and services to consumers.
When I first started out learning about effective marketing plans, I thought they needed to be extremely long and insanely detailed. I figured it would be more of a resource suck than an added benefit.
I was completely wrong.
Effective marketing plans don’t need to be long. In fact, the more concise they are, the more impactful they can be.
But even if they don’t need to be long, they do require a good amount of research and effort. The work you put into a marketing plan right now will ensure the success of your business down the road.
Your marketing plan will help you understand and dissect the market you’re targeting and the competition you’re up against. It will help you understand how your decisions impact results while driving direction for your next initiatives.
Marketing plans vary based upon the industry you’re in, the type of products or services you offer and your business goals. But I’ll tell you personally that I’ve never seen an effective marketing plan that didn’t include the following key components.
Yours should too.
Summary and Brief Introduction
This section is a high-level overview of your marketing plan’s main points.
It needs to include a short synopsis of what you’ve already done, what your upcoming plans are and how you intend on getting there.
This area will detail the context of the efforts you make in marketing. Within it, you need to take a microscopic look at external and internal factors that influence your strategies and decision-making.
In my years of experience, I’ve seen a lot of businesses do a SWOT analysis. This analysis combines the internal and external analysis and summarizes the business’s weaknesses, strengths, threats and opportunities.
What is a marketing plan without talking about objectives?
The objectives of your marketing plan will be set in order to support the goals and strategy of the business as a whole. For you to reach an alignment between your business goals and your marketing goals, it’s important that you’re clear on what your business objectives are.
What particular aspects of your business objectives can your marketing plan directly impact?
To put it another way, if your business objective is to reach $10 million in sales by the end of the year, how can your marketing plan help accomplish it?
Goals for Marketing
The goals that you set will, of course, directly tie into your business objectives as a whole. But these goals will only focus on business segments that marketing has the ability to influence.
For example, your company objective might be to increase repeat business revenue by 25% by mid-year. Your marketing-related goal could be to implement a customer rewards program that gives repeat buyers added incentives to come back to you.
Your Target Market
This is one of the most basic parts of an effective marketing plan. However, I’ve seen more than I care to admit that didn’t include target market details and strategies.
A smart business person knows that you can’t market your products or services to everyone. The market is too large and you probably won’t get heard. This makes it important to properly identify who your ideal customer is.
What does your target customer enjoy? What do they dislike? How old are they? Are they married or single?
Most importantly, where can they be found?
Before you can begin marketing, you need to get as specific with your target market as you possibly can. Then you need to segment it down further into even smaller groups for specific promotions you plan on running.
The better you understand your target market, the smarter you’ll be with allocating resources and crafting messages that resonate.
Don’t get bogged down by the scope of the word “strategy.” It doesn’t need to be difficult.
Think of a marketing strategy as an approach you can take to achieve the goals you’ve set. Let’s say you’re attempting to sign up 10,000 new customers for your customer rewards program next month. Your specific strategy could be to introduce customers to the program with email invites that are personalized to highlight the rewards each individual would be interested in.
When you understand your target market, you’re marketing strategies become much more obvious.
Your tactics are the actions you plan on taking to achieve your marketing strategies.
Let’s take another look at our rewards program and how it relates to setting your marketing tactics.
You decided to introduce your rewards program with personalized email invites to your list. One tactic you could implement would be to make sure every email has a customer name and one high-detailed reward that’s customized based upon their buying habits.
You would then include a short link to a sign-up form to get involved in the rewards program.
Just like that, you’ve set two individual marketing tactics that you’ll need to act on when the time comes.
Guidelines for Messaging
Bad messaging will reflect poorly on your business. Well-crafted, insightful messaging will help establish you as a leader in your market.
In fact, it’ll help you stand out from your competitors, reach a receptive audience and demonstrate the value of your business to consumers.
In your marketing plan, it’s important to set general guidelines for business messaging. Then start using them to craft messages that are more specific and targeted for individual campaigns and target market segments.
Set a Budget
How much can your business afford to spend on your marketing campaigns? More importantly, how much can you afford NOT to spend? It’s virtually impossible to grow your business without a healthy investment in marketing.
Evaluation and Tracking
This is the section of a marketing plan that needs to include procedures and plans for tracking every marketing activity you engage in.
Proper tracking allows you to monitor how effective each planned and executed activity is. Without measuring and tracking all of your efforts, you’ll never know which ones were successful or why.
Evaluating and tracking your efforts help you learn, adjust and make better decisions on the fly.
It’s Time to Get Started on Your Marketing Plan
Don’t waste another day trying to market your products and services without a solid marketing plan in place. I’ve seen too many businesses waste too many resources operating this way.
If you feel stuck on creating your own marketing plan, talk to the experts at Content Journey. We’ll provide you with a full marketing audit, then turn around a full marketing plan for your business within two weeks.
Putting your new marketing plan into action will be just what your business needed.
In today’s world, more and more business owners are becoming cognizant of the fact that online marketing is now an effective way to sell products, build a base of loyal customers, and make brand ambassadorship a real thing. If you’ve recently become aware of the role that digital advertising can play in building your company yet lack knowledge regarding which specific strategies you should be implementing to engender real results, this is the article for you. Read on to learn about why inbound content marketing can be the best thing that ever happened to your business:
What Is Inbound Marketing?
Inbound content marketing is an advertising method that attracts customers and leads to conversion through the creation of valuable content and meaningful experiences that speak to the specific needs and preferences of your unique target market. This form of advertising involves developing a relationship with the customer that entails her or him receiving ongoing support and help with the brand products and services. This advertising modality can include the use of multiple channels in tandem and will attract both existing customers and prospects to your business website. The reason that this form of marketing is so powerful results from the fact that it is founded on the idea that attracting customers with information that is helpful and highly personal works better than merely interrupting them with irrelevant, generic ads.
Why Inbound Marketing Rather That Outbound Marketing?
Inbound marketing is distinct from traditional methodologies which are referred to as outbound marketing strategies. Outbound marketing is an advertising process which involves techniques such as internal cold calling, seminars, and trade shows. The problem with outbound marketing is that it involves the advertiser or business owner pushing her or his message out far and wide with the hopes of a few people receiving the message and acting on it. Outbound marketing is designed to reach a wide audience, meaning that it doesn’t target the specific individuals who are more likely to be interested in purchasing the products or services you have to offer. Another issue with outbound marketing is that it interrupts individuals with information that they don’t want, meaning that these people may develop a negative disposition towards your brand.
What Does Inbound Marketing Include?
There’s no “right” or “wrong” way to do inbound marketing, and the strategies that a company uses will need to be highly specific and innovative to generate optimized conversion rates. However, it’s important to note that there are several general tips that business owners and advertisers can implement to create a skeletal plan for the inbound marketing process. Here are a few of them:
Make Content Optimization A Must
The key to effective inbound marketing is consistently producing incredible content. There are multiple forms of content that you may want to integrate into your advertising campaign, and some of them include blog posts, web articles, and videos. Make sure that each piece of content you create provides value to your readers and/or viewers. This means that you’re not simply bombarding your audience with facts or superfluous information. Rather, you’re offering them data that is directly relevant to their lives.
There are several strategies you can use to optimize the quality and impact of your content. For example, you can provide your audience with information regarding the benefits of drinking green tea if you run an herbal drink company. And if you run a wellness organization, you might produce blog posts or web articles outlining the distinct benefits of yoga and meditation. Note that being able to consistently solve a problem or enhance the audience’s quality of life while detailing how your brand can do either of these things makes the difference between an average and excellent inbound marketing campaign.
In addition to ensuring that your content is somehow useful, focus on utilizing strategies through which the posts, articles, and/or videos become the medium through which you build community. People are by nature tribal, meaning that they love to form relationships with like-minded individuals in environments where they feel safe, loved, and fulfilled on emotional, physical, and intellectual levels. With these realities in mind, make your content advertising efforts a vehicle through which other individuals can connect with you and other customers who enjoy the products and services that you offer.
One great way to realize this objective is by creating a discussion board that customers and prospects can access through your website. Post content that involves a brand-related question and allow your site visitors to answer it and discuss the issue amongst themselves. Poll-style content is also a great way to build community around your brand because it enables your audience to see whether they agree about things like which flavor of your coffee product tastes best or how subscribing to your e-newsletter has enabled them to save money and get insider information regarding upcoming sales.
Incorporate SEO Strategies Into Your Plan
In addition to focusing on cultivating compelling, creative content that builds community and solves problems, tap into the power of utilizing innovative, individualized SEO strategies to make your inbound marketing process more effective. SEO is an acronym for search engine optimization, and this process involves utilizing specific techniques to ensure that your content attains page 1 ranking on the search engine results pages of major engines like Yahoo, Google, and Bing. There are many SEO techniques that you can use to generate this result, and some of them include keyword research and link building. In many if not most cases, it’s important to hire a team of SEO professionals to do this work on your behalf.
Use Delighting Strategies
Marketing mavens use the phrase “delighting strategies” to refer to inbound techniques that keep customers satisfied, happy, and supported weeks, months, and years after they make their initial purchase. These techniques involve your employees (such as customer service representatives) providing buyers with expert advice which ensures that they can continue getting the most out of all the services and products you offer. An example of a delighting strategy would be using chatbots through which customers can gain immediate, digital assistance that enables them to attain support while putting together a new product of yours that just arrived in the mail.
Another “delighting strategy” would be creating satisfaction surveys that you send out three months after a customer orders your product. After this period of time, the customer should be able to provide you with detailed feedback regarding the quality and efficacy of the product they used. By carefully reviewing this data, you can continually enhance, update, and optimize the products you offer to ensure maximum client satisfaction.
Don’t Delay: Start Optimizing Your Online Presence Today!
If you’re serious about making your company as successful and savvy as possible, know that tapping into the power of inbound marketing is not just important. It is imperative. To truly attain excellent results with this mode of marketing, you need a team of trained, tenacious advertising experts working on your behalf. These marketing professionals specialize in putting together customized content plans that will attract audiences, generate conversion, and encourage brand loyalty. The techies of the team are skilled in utilizing keyword research techniques, content creation, and lead magnets to ensure optimal results. Additionally, they maintain a customer-oriented approach to ensure that the business owner’s needs are recognized and responded to. Connect with the passionate professionals at Content Journey now to get your organization on the road to profound, perpetual growth soon!