Saiba mais sobre marketing de conteúdo e a importância de uma segmentação do seu público-alvo no momento de definir o que postar nas redes. Como isso pode contribuir para o sucesso ou fracasso da sua marca no meio digital.
Táticas Essenciais para Geração de Conteúdo Relevante
1. Táticas Essenciais para
Geração de um Conteúdo
que Seus Clientes Não Irão
Ignorar
Potencialize as “Personas” dos Compradores
Nas Diferentes Etapas do Ciclo de Compras
To Illustrate the Point:
WordPress only (just one content management system)
http://en.wordpress.com/stats/
Use the chart “how many posts are being published”
Question: What are you doing to separate yourself from your competitors and get noticed by potential customers?
Website is company focused and not customer focused.
Ex: Why Buy From Us?
Question: Why would your customer care about buying from you?
We’re going to take a look at why having a unique selling proposition is important
Failing to understand who your customers are
Clearly identifying who your customers are
Thinking through your customer’s buying cycle
Using targeted offers
Assuming you can keep up without planning out their content efforts
1st Section – “Why Buy From Us?”
What is a Value Proposition?
Answer: The primary reason why your ideal prospect should buy from you rather than you competitors.
Can you clearly articulate the value proposition in your business?
According to market research, most businesses fail miserably at this.
We teach entire classes just on this, but here are some tips to help you along the way:
Compress your value proposition down into just 10 words
Must answer the question – why would a prospect buy from you instead of someone else?
It must be provable (no fluff or made up words)
It’s surpassing how many businesses don’t know exactly who their IDEAL customers are. They have some idea as to what the “average” customer looks like, but not necessarily their “ideal” customer.
Note – this whole concept can be very complicated, but for the purposes of this webinar we’re going to focus on the basics that most business owners or marketing managers can reasonably implement.
What is a buyer persona?
Fictional, but data-driven, profiles of your ideal or actual customer or customers.
Gender
Age
Financial situation
Motivation
Example:
Pest Control – does all types of services
“Full Service Pest Control”
One page on “Pest Control” on their website and probably another general page on “Termite Control”
They do particularly well in termite control when someone calls and asks for an inspection first.
Think Through the Buying CycleUnderstanding their buying cycle is critical to creating content specific for them
Bob
Needs to be knowledgeable about what type of termites are local to his area & to stay informed about seasonal termite issues
Wants to know what to look for himself
Is relationship driven so may use 1-2 termite control companies regularly
A new listing or sale usually triggers a call to a termite company
Kathy
Seeing a bug in the house is cause for alarm
Concern for the safety of her family
Cautious about trying DIY due to concerns over chemical use
Wants to make sure she’s not overreacting before calling for service so research is important
Pulling these concepts together is critical for creating a map or content plan is critical for success…
For Bob & Kathy:
What’s your USP?
Pulling these concepts together is critical for creating a map or content plan is critical for success…
For Bob & Kathy:
What’s your USP?
Pulling these concepts together is critical for creating a map or content plan is critical for success…
For Bob & Kathy:
What’s your USP?
Pulling these concepts together is critical for creating a map or content plan is critical for success…
For Bob & Kathy:
What’s your USP?
Build Targeted Offers
Build Targeted Offers
Bob
Free Download: 5 Signs Your Home May Have Termites
Free Termite Inspection
Kathy
Free Download: 5 Ways Pest Control Keeps Your Family Safe
Free Termite Inspection
Create a content plan for the service to draw them in:
Additions to the website for specific pages about:
Termite inspections
Special Service Offerings for Realtors
Define your Content Strategy:
Specific content about termite inspections that is relevant to each:
Blog Posts specific to each:
Bob – What homeowners need to know about buying a home with termite damage
Kathy – Does green pest control actually work?
Infographics
Social Media Content
Wrap it all up with a content schedule
Actionable list / To Dos
Write out your USP
Identify 3-5 Buyer Personas
Brainstorm which types of offers would be most relevant to each one
Create a list of 5-10 content ideas which are relevant to each buyer persona
Finalize your own content schedule