Welcome to SalesFish Brand Marketing & Sales, the most strategically biased B2B Marketing Agency, telemarketing services, telemarketing companies (sales agency) and digital marketing companies, serving Orange County, Los Angeles, San Jose, Sacramento and the Pacific Northwest (Bend, Portland, Seattle). We gladly serve California and all 50 United States!
Getting on page #1 of Google or having 20,000 Likes on a given social media platform won’t get you anywhere. Email newsletters are destined for the trash, and all your efforts will be in vain—all of this will be true IF your content is stiff, boring, stale, lifeless. Without great, living content, even the most well-funded marketing efforts will fall flat.
You’ve probably heard it before: Content is king. ANY marketing medium is only as good as its content, including the way you use the written word, images, audio, and video to tell a story.
Ever hear someone say something like, “He was good looking, but boring as a cardboard waffle,” or “I thought she was cute till she started talking”? It’s easy to focus your marketing on being seen, but form without substance won’t get results. WHAT you say is even more important than where you say it. HOW you say it is paramount.
According to the Content Marketing Institute (CMI):
“Content marketing is a…technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action. Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty…Consumers have simply shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online ‘surfing’ that they can take in online information without a care for banners or buttons (making them irrelevant). Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way. Thought leaders and marketing experts from around the world…have concluded that content marketing isn’t just the future, it’s the present.” (What is Content Marketing? If You’re Not Content Marketing, You’re Not Marketing)
If you’re constantly pitching your products and services without offering something of value or interest to your audience, you are going to turn people away. However, if you’re educating, entertaining and engaging people with great content, you will see returns. Here are a few stepwise tips, based on the “AIDA” model to help you understand how content marketing leads to a sale, without giving the appearance of selling:
A: Get Attention—right away!
You will either catch or lose your audience within a few seconds. Don’t start your website, advertising, posts or updates touting your features or explaining who YOU are. Start with a gripping headline and an introductory paragraph that answers the question, “Why should I care?” Why are people searching for your services or products anyway, and what is their emotional state? Meet them at that place. Someone searching for “specialty coffee shop” is going to be in a very different state of mind than someone searching for “off-road vehicle repair.”
I: Draw the reader in and generate Interest.
Capitalize on the attention you’ve gained with interesting, compelling, and educational content. “According to the Roper Public Affairs, 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. 70% say content marketing makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions. Think of this—what if your customer looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it?” (CMI)
D: Compel the reader to make a Decision.
Your content should be so compelling and informative that the reader will decide that they simply must know more, that your company has what it takes to meet their needs. They may not yet be ready to buy—they may not even act for months—but if you can get them to decide that you are worth further consideration, then your content is working. You will have Top of Mind Awareness (TOMA), and they will act when they eventually need what you offer.
A: Lead the reader to take Action.
Provide your reader/visitor with a simple, non-threatening way to get more information, or gain access to an exclusive benefit. Make it easy and obvious, but don’t always go straight for the “Buy Now” button. Offer white papers, free consultations, free samples and other resources, along with the option to buy. Some people act in small steps, nibbling before they bite, so don’t try to set the hook too early.
Content marketing is a specialized skill; you may hire someone who knows how to build a gorgeous website or who knows Facebook inside and out, but if they are not a great content writer, then your marketing will fall short. Make sure that your sales and marketing team includes a Content Marketing specialist!
Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!
Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.
Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.
SalesFish Net of Sales Services:
- B2B Direct Sales, Channel Sales and Marketing Strategies
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- Primary Research: Quantitative and Qualitative Surveys
- Experiential Event Marketing
- Pre and Post-Event Calls
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