Generating Content To Lead To Sales

In Internet marketing, a company’s target audience is never made of impulse shoppers, but rather thoughtful buyers who want to invest in a quality product. This means it’s important to continually deliver relevant, meaningful content so that when your customers are ready to purchase, you’ll be in their minds.

There are three steps to take in communicating with consumers:

  1. Give Something (tips, insights, information)
  2. Share Something (referrals, resources)
  3. Say Something (give an opinion, start a discussion)

If all you ever deliver to consumers is promotions or a hard sell, you will be quickly tuned out. If you come across as a thoughtful, generous expert who wants relationships with consumers, your business will be more effective.

Next, consider these three ways to be on the top of consumers’ minds.

1. Make it easy to be found online

To attract target consumers, optimize your website with the right keywords. Consumers do lots of research before making an important purchasing decision, so if you take the time to strategize the keywords/phrases people will search, you will become more visible. Think about the main five words/phrases you want to be known for and optimize your Internet presence based on those.

2. Leverage Social Media

Facebook, Twitter and LinkedIn are the three most common social networking sites that companies use to market themselves. Utilize these sites by attracting fans and enticing them with unique, fun posts so you’ll be consistently remembered. Choose the social media sites you want to use and build a strong presence in them and provide continual, updated posts to keep consumers interested.

3. Consider a regular newsletter

While a regular newsletter seems like a big commitment, ongoing communication to your target audience is always worth it. Consider a regular correspondence to your target audience, and use the 80-20 rule: 80% of the content should be informational, and 20% should be promotional.

To create and maintain positive visibility with your target market, you must give and share first before you can sell. This will ensure sales in the long run as you will be a memorable brand to of your consumers.

 

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Using Twitter As a Reactivation Strategy

 

 

 

 

While Twitter is great for sending out messages to a mass audience, its main strength to marketers is in its ability to build one on one relationships.

What marketers should strive to do is deliver campaigns in the public timeline when there’s an opportunity to get the audience’s attention by utilizing the @mentions feature. @mentions lets users put the @ sign before a username with a message that goes directly to that user’s homepage.

After the user sees that tweet, they either can reply, retweet, mark as a favorite, or ignore it. This is where an intimate relationship with a consumer can begin or be renewed.

To develop a Twitter reactivation program, start with an initial test group. Keep in mind that these campaigns will happen in a public timeline, so do not flood the stream with span-like behavior.

When choosing your test group, remember that it’s recommended to use a maximum of 30 total outbound tweets a day from any account. If you have an account that currently has high volume of outbound tweets for customer service, perhaps use one account for customer service and one for marketing.

To match email addresses to Twitter users, you can import your email list to a gmail account and upload it from the “find friends” tab of the “who to follow” tool on Twitter. You can then choose to follow all the matches, or save them to a list. Because you want to keep your following and follower counts in check, don’t automatically follow everyone. Try instead to save the matches in a private list.

Also consider using customer relationship management platforms, like Salesforce, to help maintain your lists, manage and analyze campaigns, and export campaign messaging for uploading to a Twitter dashboard like HootSuite.

 

 

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