the
The
to
To
and
Content
content
of
that
That
• Archive: Course "Attract More Members with Content Marketing" is available, If no download link, Please wait 24 hours.
• We will process and send the link directly to your email.Are you looking to attract prospects, convert them to customers and keep them coming back?Then social media and content marketing are a match made in heaven.The key to success is to make the connection between content marketing and social media.Let’s look at the content needed to get your marketing to that lucrative intersection.#1: Attract Prospective CustomersThe first question on a prospect’s mind when considering a purchase is, “What solutions are available?”Your goal is to create awareness and make sure that your solution meets the buyers’ need when they’re ready to make a decision.According to data from Google and Shopper Science’s Zero Moment of Truth report, consumers in 2011 consulted an average of 10 sources before making a buying decision. That’s up 100% from five sources in 2010.Successful businesses are communicating with prospects on social networking sites and directing them to the material the prospects need to make an informed decision.
• How are they doing this?One way is to create informational articles.Social network users are constantly sharing, curating and consuming informational content.
• Often, the headline or a short description of the content appears on the social network together with a link to view the content on a company website.Businesses need to share this informational content and have it written for prospects who are in research mode, learning about the solutions that are available.Charles Schwab, a financial planning company, distributes links to resources via social networking sites and makes them available for prospective leads who reach out via social media.Another method is to raise awareness of your products and services through informational webinars and seminars.Informational webinars and seminars can demonstrate your expertise while providing prospects with the information they need during the research stage of the buying cycle.This tweet from Cleveland Clinic is an excellent use of social media to lead those interested from Twitter to the informational content a decision-maker needs to make a choice.In this case, the conversation begins on Twitter, but continues to a registration page and ultimately to informational content delivered via webinar.Key Takeaway: Conversations about your products and services often begin within social networks, but additional content may be needed to assist the prospect.
• Make sure that those who are communicating with prospects via social media are aware of all of the resources your business has available for prospective customers.#2: Convert ProspectsThe second question on a person’s mind when considering a purchase is, “Which is the right solution for me?”Businesses that successfully convert new customers from social media create and distribute content that provides proof points to the sale. Content that assists in meeting this goal proves that your solution provides more value than the other solutions the prospect has researched.A very effective piece of content to meet this goal is the demo video or “explainer” video.