Handshakes are becoming digital. Business cards are becoming, “Add me to your LinkedIn.” There is no doubt about it, the old school days of marketing are done, and the disciples of the old school are already scratching their heads and asking who moved their lead generation cheese. If you are one of those whose cheese got moved, you need to read this.
Truth #1: Your Cheese is Editorial Content
Today’s consumer is spending 53 percent of his or her time reading custom generated editorial content from businesses. From that, over 25 percent of those consumers are more inclined to click through and purchase — or give information to – from an online influencer who provides custom, relevant and informative blogs than they are someone who just put an ad online. With click through rates of online ads quickly approaching the less than one percent mark, you don’t have to be a mathematician to figure out what is most effective.
Blogging makes you an industry expert, increases your Google organic ranking and lends to your credibility. This makes blogging crucial. Your cheese is over there.
Truth #2: You Aren’t Asking for Your Cheese
Blogging alone isn’t enough. You also need to ask for your cheese in the form of a call-to-action. Whether it is exchanging an email address for a free e-book or entry in a contest, or whether it’s a discount or service for a limited time, you need to master the art of a call to action at the end of each piece of content. If you aren’t tech savvy enough to do this on your own, hire someone, or live without cheese.
Truth #3: Your Cheese is In Social Media Too
Another slice of your cheese is on social media. Customers are highly responsive to giveaways, contests and more using this powerful tool. This is a great call-to-action platform and a powerful way to generate a lot of leads in a very short time. In fact, it has been so successful for businesses, I would venture to say there is more than a slice of cheese here, it’s probably an entire block.
Truth #3: Your Cheese Wheel is in Creativity
Your customer doesn’t want to feel sold. Your customer wants to feel like he or she is part of something. And, by now, most of your customers have seen the gimmicks, they have heard the spiel and they have tuned it out. Get creative. Think about photo caption contests, incentives for sharing, online scavenger hunts and involve your customers in the creative process. Make them feel like they are part of building your brand. It’s here that you will find a cheese wheel.
Truth #4: Your Customers Spread the Cheese
By taking the time to create great photos, engaging video and informative articles and blogs, you will find your cheese again, because people love to share great content. This instantly leverages your network and aligns it with theirs, increasing your exposure and your customer base with the click of a mouse – and without having to hire a bunch of pushy sales people.
If you want your share of the cheese, it all starts with blogging. If you don’t want to blog, don’t know how to blog or don’t have the time to blog, you need to hire someone. That is, if you really want your cheese back. Because without it, you’ll be alone in the marketing mouse hole, still scratching your noggin.
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