If you have been working hard to get your blog readers or email marketing subscribers to buy from you or hire you, with little success, here’s a quick content marketing tip for you:
Switch your emphasis from selling, to educating. Instead of pushing sales messages to your readers, share your knowledge with them.
Content Marketing: A case study in how NOT to do it!
I had a comment on my marketing blog this week from Tessa Shepperson, who runs the extremely successful landlordlaw site. Tessa gave a perfect example of what happens, when a marketer places the emphasis on selling.
Here’s what Tessa said:
I was invited to view a webinar recently which promised to give me helpful information on how I could use social media to help my business.
I tuned in, intrigued by the subject matter. However the first few minutes was taken up with the speaker talking about his business and what they did. My thought was ‘How is this supposed to help me?” As he just continued with his description of his firm and its services I switched off.
Had he started in a different way, I would probably have listened to it all.
Content marketing: Why you need to give before you can receive
In his eagerness to sell, sell, sell; the speaker actually pushed prospective customers away. He probably read one of those $30 ebooks on how to run a successful webinar, which explained that you have to sell first, because people tend to leave webinars pretty quickly. That’s bad advice and 100% incorrect. People only leave BAD webinars quickly! Offer them something worth listening to and they stick around and become engaged.
Engaged people are the ones who become paying clients and customers.
The webinar guy’s sales message meant nothing at all, because he hadn’t shown any value or established any rapport. Had he simply introduced himself and got straight into the core value of his message, he could have kept people listening long enough, for them to start regarding him as an expert. Of course, having made sush a dumb-ass rookie error as this, it’s highly unlikely he knew anything worth listening to!
The key to successful Internet marketing or content marketing, is to share knowledge or expertise with your readers, which is closely aligned to your products or services. You then become the natural place for them to go, when they are looking for a provider.
It’s simple, it’s low pressure and it works amazingly well!