We talk to many frustrated clients who have tried search engine optimization (SEO) techniques to improve their ranking on Google and drive up organic traffic. Others have sent thousands of e-mails and experienced very low open rates. Many have tried a variety of other content marketing distribution processes and failed. None of these clients got the return on investment (ROI) they expected. Should they just stop trying?
The answer, of course, is NO, never stop trying. Your next step, when organic searches or e-mail are not supplying enough leads, is to amplify your brand through smarter content marketing distribution.
Amplifying your content is not a simple process. There are multiple layers to your content marketing distribution strategy, and it requires an in-depth understanding of the decision-making process of your buyer personas. Once you’re informed, you can create a distribution plan that promotes your content and drives more traffic to your website for eventual sales growth.
First, you need to set reasonable goals for your content marketing distribution plan. What do you hope to achieve through content creation? It’s important to know whether you’re trying to drive brand awareness or get a contact to do something specific, like view your product list or fill out a contact form. It might be many goals, but they need to be defined so that you know how to measure success with your marketing plan.
You’ll also want to determine some measurable, quantitative goals that will tell you if your strategy is moving in the right direction. You’ll measure ROI, of course, but you may also want to determine the number of visitors to your site that comes directly from email newsletters or social media, or you may want to measure the number of meeting-ready leads you present to your sales team.
Map your buyers’ journey so that you deliver the right content at the right time. You need a clear idea of your buyer personas’ process for deciding to invest money in your company, and then you need to create content that is appropriate for various touchpoints in that process.
It’s valuable to begin by mapping out what the decision-making process looks like and then identifying the potential gaps in your content or your lead nurturing during that process.
This part of the process can be better-informed by talking with your prospects and getting direct insight from your potential buyers about what kinds of information they are looking for, what questions they need to answer, and what reservations they have along the way. Incorporating telemarketing into this phase of your content marketing distribution plan results in a more targeted set of content for each stage of the decision-making process.
No matter what industry you’re in, or whether you’re marketing a product or service, there are four general stages that your potential buyers will go through as they encounter your brand and make a decision about it:
- Awareness: This is the stage where you are simply trying to get the attention of your target audience. Whether you use humor, insight into a problem or a personal interest story, you’re trying to get a potential buyer to look into your brand or company further. A strategy that would be effective in this stage is to use social media, telemarketing and influencer marketing in unison for the best results.
- Consideration: At this point, you’re focused on delivering answers to common industry questions, proving your expertise and becoming a trusted source of information to your audience. You’re hoping that your audience will think of your company first when they have a problem to solve. The consideration stage is a good place to use email newsletter subscriptions, and telemarketing which offers a good way to answer questions, build a relationship and nurture the lead along to conversion.
- Decision: This phase is where you offer some kind of motivation to get your buyer to make a choice and invest with your company. You may be running a promotion or you highlight the ways your product will specifically address a situation they’re facing. Telemarketing offers significant value here as you offer solutions to specific challenges the buyer is encountering. Email promotions are effective for the decision point, too. This is often the point at which the sales team takes over with an in-person meeting.
- Advocate: Your marketing distribution efforts do not end when a prospect converts to a paying customer. There are a lot of opportunities out there for turning your buyer into a brand advocate by engaging with them about their concerns or helping them solve a problem. Telemarketing provides a natural transition from lead nurturing to customer care, checking to see if they appreciated the service they received in their first order, or if there’s more you could do to improve their satisfaction level. Furthermore, it may be the right time to ask for recommendations and/or referrals.
Choose the best channels for your content marketing distribution. One of the best ways to build a balanced distribution plan is to list out the pros and cons of each channel and determine how best to fill in the gaps by matching channels. For instance, LinkedIn is great for B2B marketing, but it can be impersonal. On the other side, telemarketing offers a personal connection and is proactive, but you can’t cast a wide net like you can on LinkedIn and reach many businesses at the same time. By pairing these two channels together, you fill in any gaps in your distribution plan.
In addition to pairing ideal channels, like LinkedIn and telemarketing, you should also consider where your audience spends their time. If your business is more visual, Instagram may be a better choice than LinkedIn, or you may have an audience that favors more in-depth material that is best sent through an email newsletter.
Determine the best formats for your content. What platform to use to distribute your content may require some trial and error at the beginning, but this is another area where telemarketing can help you fill in the gaps. Talk with your contacts about the types of formats they prefer for their content, and if there are other preferences they have, such as what time of day they consume content and the kinds of topics they’re interested in. Through a natural, one-on-one conversation, you can get a clear idea of the formats and topics that will produce the best return on investment for your company.
Your content marketing distribution plan can help you get the return on investment you need by fueling website traffic and conversion to sales. If you’d like to know more about how telemarketing can inform your strategy, talk with our consultants at Blue Valley Telemarketing. We can help you design a plan that builds brand awareness and converts more of your website visitors to sales.