Hubspot offers great learning about inbound marketing which is primarily content based marketing. While going through few of their educational videos, I made a few keynotes, which I thought were little gems of great insight. Here they are:
1. Social media isn’t free. Creating Accounts and sharing is free. Content creation isn’t. It takes time, people, money and lots of out of box thinking.
2. On the web, you are what you publish!
3. Everyone needs attention.
4. Either you buy attention via advertising or beg through PR or bug people via telesales, email marketing. There is a better way – Earn it via content marketing.
Nobody cares about your product, except you . People want their problems to be solved. They are constantly looking for cheap and best solutions. If your products solves their problem, that’s when they will take a note of your solutions. Are you, right in front of their eyes when they are searching for solutions? Are they able to understand you? Do you speak their language without any mumbo jumbo?Are you able to convince them that you can give them the best solution? Can they trust you? What do you do to create trust?
6. Before you work up your marketing plan, check the existing leaks in your site’s traffic. Look at the bounce rate. Do you seo for the rising keyword not the falling keywords. Use Google trends. Look below the top 10 keyword list.
7. Find loyal customers, those who surf three pages and more. Track which keyword and which website sends loyal and repeat customers. Work on them to increase more. What kind of content is bringing you more visitors? (Keep an eye on the ratio of content produced vs visitors who came due to that content)
8. Define goals. Assign an economic value to it.
9. Have multiple goals, not just sales. Goals like how many opted for newsletter or become rss subscriber, bought other side products or etc.
Content isn’t great unless it makes people link to you. Find those who can link
Leverage emotions which others can relate to and will make them link or share it. Excitement, anger, surprise, pride. In twitter don’t just focus on number of followers. Focus on retweets, message sent or received per day. Similarly in facebook, don’t just focus on friends, focus on how many comment, shares, likes your post.
Here is a bonus tip,
While creating content. Focus on three stages. Curious, information seekers. Second, those who want to compare you with your competition and those who are in the deciding phase. Incentivize them by “act now” benefits.
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