Smart Marketing … uses valuable content to educate, advise – and then sell.
Quick question: When was the last time a prospect walked up to you and said, “Yes, I absolutely want to buy your [product or service] right now!”
For many organizations (B2B as well as B2C), selling is rarely a one-call close. It takes multiple “touches” across multiple channels to turn a prospect into a customer. And if you’re always selling? You’re turning those prospects off.
Market like a boxer.
As best-selling business author Gary Vaynerchuk points out in his book Jab Jab Jab Right Hook, “jabs” are valuable content you share to:
- lower prospects’ sales resistance;
- build credibility and trust;
- position yourself (and your company) as an expert that solves problems;
- educate prospects about the benefits you deliver and value you provide;
- and stay top of mind…
…so that when a prospect IS ready to buy, you’re in the perfect position to land a knockout right hook (the sale).
Lace up your marketing gloves.
What types of content should you be sending? First, make sure the information you share has good take-home value for your readers. Then, use these ideas to soften your audience and set them up for that knockout blow:
- Blog posts.
Write about timely topics that matter most to your audience (think: What kind of challenges do your prospects face? What are they trying to achieve? What keeps them up at night?). - Regular (opt-in) email newsletters.
Repurpose your blog posts as content for an informative e-newsletter. - Long-form content.
Create eBooks and whitepapers to provide in-depth explorations of your target audience’s key challenges (Hint: offer this content in exchange for opting into your email marketing). - Visual content.
Slide decks, infographics and short videos combat “reader fatigue,” offer variety and keep your audience engaged. - Holiday/seasonal mailings.
Lighten things up by balancing serious content with fun stuff (i.e., 10 Tips for a Perfect Turkey, July 4th BBQ Recipes, Super Bowl Trivia, 5 One-Tank Trips for Summer Vacation). - Quarterly promotions.
If applicable, to encourage warm prospects to respond.
Need a little help before you step into the ring?
We’re in your corner! For great advice or assistance with any aspect of your company’s marketing, give BARQAR’s experts a call today.
