Marketing your company can sometimes feel like climbing a mountain so we created a simple 4 step guide and we’d like to share it with you.
Step 1 – Ditch your sales pitch and write your buzz piece
Companies that exude trust and credibility are more likely to attract customers. However building that trust is hard because today’s customer is savvy; the internet now provides everyone with access to knowledge that used to be shrouded in mystery. There are How To Guides and videos all over the place, and your potential customers will have more knowledge than ever before so a cheesy sales pitch ain’t gonna cut the mustard.
Customers want to know that you’re the expert, the go-to guy in your field.
Writing a buzz piece demonstrates your knowledge and expertise, and it gives you the opportunity to share your tips, tricks and how to’s with all those people who can influence the success of your business.
Deciding on the right topic and format can be daunting, but once created you can set your buzz piece to work to help you win new clients. On its own it will work hard, but couple it with a relevant and up to date blog and your buzz piece becomes a veritable dream catcher.
Step 2 – Your blog is the visible heartbeat of your business, so keep it beating!
The purpose of your blog is to continue the work of your buzz piece, and it’s the perfect way to maintain your marketing momentum while building trust and credibility with your prospects.
Your blog tells potential customers that your company is alive and is up to date with all the happenings in your industry.
However, writing a blog often takes longer than one thinks, so preparation is key. It’s all too easy to push your blog to the bottom of your to-do list when there’s paying work waiting in the wings.
To avoid this situation, plan your content, tone and, most importantly, your editorial calendar. While it may sound super simple, and you may think you don’t need one, sticking to the calendar has a large impact on your organisation and productivity. Our free editorial calendar template will help you stay on track. Later this month we’ll also show you how you can get a store cupboard full of blogs. If you can’t wait, email us and we’ll send you an advance copy.
Step 3 – Here is the News(letter)
You’ve been building trust and credibility with your prospects and “Hoorah! Well done you!” someone’s given you their name and email and asked to subscribe to your newsletter. It’s no mean feat so you should be really chuffed with yourself.
At first, writing a newsletter seems simple. But then you worry that you’ve got nothing new to add to the already noisy internet, so you decide to design your newsletter first and worry about the content later. However, the online templates keep screwing up, and anyway, how can you design your newsletter without having any copy or images? Whoa, slow down!
Design and content are both very important, but the first thing, you need, is a framework. Have a look at the newsletters you already receive and think about why you like them. Look at the pre-designed campaign templates to give you an idea of what’s possible and then sketch out your design before you start working it out on the computer. Think about how many articles you’re going to include? What style of images you’d like?
Once you’ve nailed the look and feel of your newsletter, you can think about the content. It’s always good to keep in the back of your mind why your subscribers have subscribed – it’s because you impressed them with your buzz piece and your blog. Continue to deliver the information they want to hear, and you’re on to a winner! And don’t forget to use your editorial calendar to keep you on track.
Step 4 – Be Social, Be Insightful and Build Relationships with Social CRM
Remember all those people who have signed up to receive your newsletter? Well, they each gave you some valuable information – their name and email address. That may not sound like much, but it is.
Relationships make or break your business success, and they can be hard to manage. A good CRM will offer context and insights about your contacts and will automatically identify the social networks your contacts are part of.
You can find out what your new subscribers are doing, what they’re saying and who they’re talking to. You can join in conversations and offer information based on what they really want. You can see who they’ve connected with and whether those connections are part of your target audience.
Most importantly, you can decide whether joining in the social chatter will further establish your credibility and increase their feelings of trust towards your business.
This is just a taster of the 4 steps you can take to manage the marketing of your business better. If you’d like to know more please get in touch.