Archive for the ‘Content Marketing’ Category

Manufacture More Sales With Inbound Marketing!

Create an Internet Marketing Plan That Maximizes Your Sales Potential!

If your internet marketing plan includes a great website loaded with product specifications, accolades about your company, information about how to contact you and easy online ordering, GREAT, but you could be doing more to generate leads and convert surfers to buyers.

When we are working with marketing professionals in the manufacturing industry we are often met with resistance to internet marketing. The argument we hear sounds a bit like this, “We are a B2B company, most of our prospects are attending tradeshows and reading trade publications. They aren’t surfing the web and using social media to find out about us, they use searches to shop for lawnmowers, cars or to get a deal on electronics or shoes.”

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Blah, Blah, Blah, Blah! Is THIS what you’re saying to your customers?

If you’re only using social media to further advertise your product or service, this MAY be all they are hearing.

We often blog about social media and website marketing, and at holland advertising : interactive, it’s one of our most common topics of discussion with customers new and old. Social media is a great way to connect, but if you’re only using it as an extension of your marketing efforts, your audience will most likely tune you out.

So your company IS using social media to reach out to customers and prospects to generate sales. How is that working for you? We hope it’s going well, but if it’s not, it may be because you’re missing the mark with your posts, tweets, blogs, shares, etc. It may be that you need to improve the content of what you are saying and how you say it instead of blanketing your audience with buckshot attempts to connect.

This concept is called Content Marketing, and here is how Wikipedia defines it: Content Marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.

Information is king. Social media is no longer just tooting your own horn, because if someone is unfamiliar with your brand the message will get lost in the chatter. Provide them with good, no GREAT, information and they will more likely see the value of your brand. As you provide relevant content to your customers, you can position yourself as hero – the service or product provider that can help them succeed.

How do you do this? That is the big question. To connect with customers effectively, there has to be a benefit to them – whether it’s informative or entertaining. Hint: it can also encourage further interaction with some sort of reward, whether it’s a shout out on your Facebook page or a coupon for participating – how you interact with them is up to you. With any interaction remember: providing them with information that will make your product seem indispensible is key.

Here are some great ways to promote your business with effective Content Marketing without hitting your audience over the head:

1. Comments from happy users
2. Information on the best use of the product
3. Reviews of your product
4. Questions (and your answers!) about your product
5. Unique uses for the product that have been submitted by your customers
6. Hero shots of your product

If you are a service, then getting people talking, tweeting, and sharing information about your brand is imperative – and easy. You can apply bullets 1 -4 from above and change “product” to “service” and add the following:

1. Specials that can be earned with repeat patronage of your service
2. Ways for your customer to connect with others via social media – they will share their likes!

An impressive example of quality, employee-driven B2C Content Marketing is the “Store Experts” campaign by Guitar Center. The employees were encouraged to set up individual profiles that highlighted their unique talents, and enabled customers to directly contact the employee – a plus for commissioned employees. It generates 200 qualified leads every day – a success by most standards. It’s a great example of successful Content Marketing, and Marketing Sherpa has a comprehensive case study that is well worth the read. You can access it here:

http://www.marketingsherpa.com/article/case-study/how-employee-content-drove-2002

There are many great examples of how successful, customer-focused Content Marketing can grow your business by leaps and bounds. Check out the links below for more examples of both B2B and B2C campaigns.

http://sproutsocial.com/insights/2012/10/branded-content-marketing/

http://econsultancy.com/us/blog/11015-five-great-examples-of-b2b-content-marketing

Get help from Holland. We can plan a Content Marketing Strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Visit HollandAdvertising.com or call Bryan Holland at 513.744.3001.

Drive Visitors to Your Site and Keep Them There – With Effective Web Videos.

If you’re looking to create awareness of your site, engage potential customers, generate leads, and inform clients – video does all that and more.  The problem is most companies aren’t using video effectively.  We’ve all visited sites with low resolution, long-winded videos that focus on the history of the company and a long list of products, but there are plenty of sites that leverage video effectively. The key is having videos that showcase the benefit of doing business with your company, and how your solutions and products will improve their lives or businesses.  To use videos on your website effectively, you need to pay close attention to three important things:

  • Quality & Content
  • Optimization
  • Tracking & Analytics

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Caution: Words Scream Louder Than Pictures

March 13th, 2012 | Author: Sandra Guile

Did you get the message? Did you get the email? Did you see what so-and-so said about such-and-so? We feel there is so much to say in so little time, that often the words that are used scream for our attention instead of providing the big picture of what’s going on around us.

I watched in horror a few weeks back as a bus crashed a news conference (literally) following a tragic event where several workers were injured at a construction site. Proper etiquette would have been to back out from the location and park it until the conference was over. Ah, in a perfect world, maybe. In this instance, the driver opted to jump out of the bus and scream to the world about the importance of keeping to the route and what in the world was the press doing there anyway? Read More