MARVIN JOLES III JEANI RINGKOB
BLACKTOP BANTER
WHY AND HOW ?
MARVIN JOLES III JEANI RINGKOB
I t can never be too late in the season to market your business and try to create leads , especially if your season never ends . In any case , you have heard me speak for years about how internet marketing , whether social media or other , can get your potential client familiar with you before you even arrive . Familiar in ways that almost have the lead closed before you get there . Familiar in ways that your competitors may never be able to because they aren ’ t using social media content or internet marketing .
Blacktop Banter Content Creator and Strategy Expert , Jeani Ringkob , joins me in this article to break down some insight and tips on how you can perform this even better , and get better results . A recent Speaker at ConExpo and Podcast Host , it is always a pleasure to hear her insight in this matter . Without further delay , I will let her do her thing . Jeani …
Creating Inbound Leads with Content Marketing
Content marketing provides businesses with an invaluable tool to educate their prospects and increase the quality of inbound leads . It can help sales teams struggling with long sales cycles and countless hours spent attempting to inform prospects . These days consumers make efforts to be over 70 % of the way to their decision before they engage a company . So how can we take advantage of this shift in purchase decision behavior ? Leveraging this approach can increase ROI if we just
understand the specific question people are looking to answer before they engage in a sales conversation . This shift empowers the consumer : leading them to show up to the conversation already having done most of the work traditionally accomplished during a long and hard sales process . Businesses can leverage content marketing to generate well-informed and self-qualified leads that can then be converted more quickly .
Become the Authority
The first step is to learn what questions consumers have when they are considering deciding . Becoming the authority means gathering insight from customers about what concerns they face while researching options This can include becoming aware of challenges within your niche that potential buyers may not even know they need solved until you bring it to their attention . Being able to address these concerns before the buyer ever enters the sales cycle will give you an edge over the competition .
Gather Feedback
To become the authority , the best place to start is with survey or interview your existing customers to learn about directly from them . Asking direct questions helps to understand what types of questions people are searching online - focusing on keywords , topics , and customer pain points is vital . This research can uncover helpful insights into why people end up buying from you and which parts of the customer experience should remain consistent throughout the journey .
Understand Your Niche
Prioritize taking the time to understand your target market and the trends within your niche . Take advantage of keyword tools like Ahrefs or SEMRush which can indicate which topics are gaining traction and what consumers are researching in relation to your service . You can also use platforms such as Quora or Reddit to discover what other people outside of your own network are discussing and where there are gaps in knowledge that your content can fill . Taking time to develop a comprehensive picture of who your audience is and what kinds of conversations might draw their interest can make all the difference .
QUICK START TIP : If preparing to interview customers sounds daunting but you have a great sales team , start by interviewing them . Get familiar with the conversations they are having already and the questions they address repeatedly .
Create Engaging Content
Once you ’ re informed on what your customers are looking for , the next step is to create relevant and engaging content that addresses those needs . There ’ s a variety of mediums such as podcasting , video , blogs , infographics , whitepapers , e-books , guides , case studies , social platforms etc . Make sure everything you produce reflects your
[ 34 ] www . callape . com 1.800.210.5923