Disengage: Create Response (and Sales) With Content Marketing
Does your content marketing create reaction beyond sharing? When using LinkedIn, Facebook and blogs, creating response is critical to netting B-to-B leads and sales. The key to success is getting your target market to take action—moving them off of social media.
At some point you’ve got to disengage and get the inbound in the term inbound marketing going!
Many inbound marketing experts claim being engaging within LinkedIn groups or telling compelling stories on your blog will help you net generate more leads and sales. It’s simply not very effective. In fact, most content marketing plans fail because popular wisdom the practice is fatally flawed.
Before you can net a lead, you’ve got to create confidence in potential buyers with social media. This is an exciting, effective, new way to generate business leads with social media. But where to start?
How can you start creating response-right now-without investing more time in what you’re already doing?
How to Create Response-Now!
If telling compelling, transparent, authentic stories about your brand won’t help you make sales what are you to do? Trash the idea totally? Never. All that’s needed is this to make those remarkable stories you’re telling actionable.
You’ve got to give prospects a compelling reason to ask for more content in exchange for qualitative information about them. Because when they do that they become part of your sales funnel.
I know it’s fashionable to say marketers are publishers but the truth is you’re not in the publishing business at all. You’re in the response business. Not the reaction business (ie. getting shared) but the response business (getting leads).
The success formula is quite simple.
Step 1: Create content that solves a problem.
Step 2: Locate and/or attract qualified discussions.
Step 3: Lure prospects into taking an action that connects to your sales funnel.
Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.