Create Content that Will Actually Convert
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The document discusses effective content marketing strategies to build relationships with clients and generate leads through blogs and social media. It emphasizes the importance of high-quality content, active engagement, and utilizing tools like Quote Roller for streamlined proposal creation. Additionally, it highlights the need for a company website equipped with essential features to reduce advertising costs and enhance customer conversion.
Create Content that Will Actually Convert
- 1. How to Create Content That Converts
- 2. Jennifer Riggins Content, social media, start-up lover, for Quote Roller, PandaDoc, CBS SmartPlanet @jkriggins Daniel Duckworth Founder, formally known as DesignQuotes, top place for Australian Service comparison @servicecrowd_au
- 3. Content Marketing isn’t selling. It’s about building a relationship with your client or prospect.
- 4. Although buying them a beer couldn’t hurt…
- 5. If you’re B2C, an active blog will open up 7% more leads ! If you’re B2B, an active blog will get you 67% more leads!
- 6. Just one blogpost per week will increase your leads by 77%!
- 7. - Eye-catching headlines - In-depth, higher-quality, longer pieces - Engaging art - Ask open-ended questions that address targets’ needs Ingredients of a Great Blogpost - Sprinkle industry-specific keywords - Get team members to write specialized posts - Invite further discussion - Solve a problem
- 8. Great Headlines are written how you Google ! - “How to…” - “What’s the best way to…?” - “# Ways to get this done faster” - “# Tricks to…” - Focus on Trending (but related) Topics - SHOCK! (Our #1 post has "Kick Ass" in the title)
- 9. Good blogposts should have short, informative URLs: https://www.pandadoc.com/electronic-signature
- 10. Enabling commenting helps build a community of repeat readers and social sharers.
- 11. And remind your readers that Sharing is Caring with easy-to-find, native social media plug-ins (don’t use a social sharing app that requires extra permissions)
- 12. Speaking of Social Media…
- 13. -Avinash Kaushik, Google’s Analytics Evangelist “Social Media is like teen sex. Everyone wants to do it. No one knows how. When it's finally done, there is surprise it’s not better.”
- 14. 55% of consumers consult social media before making a purchase.
- 15. Use Facebook for B2C LinkedIn is a must for B2B Twitter works for both
- 16. Companies that use Twitter DOUBLE their leads! ! Tweet something 4x in 36 hours for optimal awareness ! Each tweet acts as a separate backlink for SEO
- 17. 4 Social Media Musts ! - Share the Good, the Bad (maybe not the Ugly) - Engage your followers, asking open-ended questions - Always reply publicly, never delete - Share your clients: shows loyalty & they’ll RT you back! - Stay 75% on topic 25% fun + trending
- 18. Check all social media at least once a weekday — people more and more go to it for Customer Support. ! Use a Social Media Manager like HootSuite to keep track of your Mentions & to schedule ahead.
- 19. Wait, what about a website? With a blog + social media, do I really need one?
- 20. Having a website significantly cuts down on your advertising costs. Up to 70%!
- 22. At a min, you should equip your website with: ! - Always up-to-date contact info - Functioning social share buttons - “Meet the Team” including name, position, fun photos, experience (bonus with Google+ & LinkedIn profiles) - A brilliant Call to Action (CTA)
- 23. Knock-out Webpage CTAs ! - “Click here to try us for free!” - Sign up for our newsletter - Request a sales quote form - “Buy it today!” - “Tell us when We can call You” - “Tell Your Friends!” with social sharing - Or anything that entices them to give you their info, like free content that solves a common problem for your client base
- 24. Just asking a lead for an email address has a significantly higher conversion rate. But, if you ask them for both their email and phone number, you have more ways to engage with them.
- 25. Examples of Content that Converts
- 26. Something that people need offline • What does someone in an office need? • What kind of material are they willing to download? • Does it solve an immediate problem? • Will it demonstrate expertise? • Does it fit in to their research cycle?
- 27. PROCESSpedia • Company sells process management software • Immediate content topics are about process software • Less obvious content topics are about process issues
- 28. BPM Roles and Responsibilities Blog post with opt-in offer Unbounce Landing Page Document http://processpedia.com.au/ community/the-roles-responsibilities- of-business-process-management/
- 29. Write about something that people are trying to do themselves • What aspects of your product or services are people trying to do themselves? • Do you know something about it that they don’t? • Can you demonstrate expertise? • Does the topic lend itself to a free offer? • Does you premium service offer a better solution to DIY?
- 30. • ServiceCrowd offers quote comparison for services • Immediate content topics are about services • Less obvious content topics are about what people are researching before they buy services
- 31. Top 10 Business Directories 2014 http://web.servicecrowd.com.au/blog/top-10- australian-business-directories-2014/ Blog post with opt-in offer High value offer = shares & opt-in
- 32. A car salesman has 15 minutes with the public. He can: a. Talk about the newest car + features b. Offer quick tricks to easily conserve fuel
- 33. - INTERRUPTION MARKETING is pushing the newest car - INBOUND MARKETING is establishing yourself as authority, offering useful advice over time, so you’re the first one they think of when ready to buy.
- 34. So, I’m like really busy. Why do I need to do all this content crap?
- 35. Dude, Content Marketing Rocks!
- 36. Why does Content Marketing rock, dude? - It’s basically free! - Google loves the stuff! It really helps your Search Engine Optimization - Offers you broad brand recognition - Generates loads more leads - Helps funnel and qualify those leads - Thus, generating more sales! - Legitimizes your biz as an industry expert - And it gives you more ways to connect with your audience!
- 37. 2% of sales are made in the first contact. 3% of sales are made in the second contact. 5% of sales are made in the third contact. 10% of sales are made on the fourth contact. 80% of sales are made on the fifth to twelfth contact.
- 38. Use sites like Unbounce & Wufoo to easily create & customize landing pages with web forms.
- 39. You’re only as good as your CRM Quote Roller integrates with 13!
- 40. Quote Roller Step #1: Your CRM Contact & Deal info pour right into your Quote Roller Proposal. Use a Blank Proposal, reuse one you already created, or jumpstart your proposal creation with one of our 35+ industry-proven Proposal Templates.
- 41. Quote Roller Step #2: Add your Pricing Table The part your clients are spending the most time looking at! You can offer your clients pricing options, quantity options, & package deals. Build your own pricing table or reuse one from your Catalog.
- 42. Quote Roller Step #3: Use our WYSIWYG Editor Drag-n-drop Content Blocks, reusing content or creating new, showing how you can offer a solution to your client.
- 43. • You can use whatever you want to show off your business in the scope of being a solution for clients: videos, websites, photo galleries, HTML content, custom brand domain. • Quote Roller lets you reuse content, but makes sure you don’t make mistakes like reuse old pricing or the wrong name. • Quote Roller cuts your proposal creation down to about 15 minutes! • Just make sure, when you reuse proposal content, you take the time to customize to address your lead’s needs. Focus on Solving Client Needs
- 44. Quote Roller Step #4: Finalize Send your clients a secure link to your Proposal. Use legal Electronic Signature to close deals faster.
- 45. Average time it takes to create a quote with Quote Roller = 15 minutes ! ! Average win rate increase using Quote Roller = 28%
- 46. So, what are you waiting for? Come on, get out there and use Content Marketing to build your brand’s presence, credibility & authority online!
- 47. Go to QuoteRoller.com to start saving time & money creating persuasive business proposals today! Go to ServiceCrowd.com.au to find & compare local Australian services today!