We've been busy here at My Lead Agency getting this site launched prior to the typical September back-to-school/work mentality kicks in, which will result in the usual rush of new business. It's nice to be working on our own site, for a change, rather than a customer's site. It certainly makes the faster decision making! However, even though it's our own site, we do suffer somewhat from the Cobbler's Kids syndrome where we are still fitting in the edits and updates in between other deliverables. I'm sure it's not unlike your daily routine; you're so busy doing the daily grind that you rarely get time to do the stuff you know you really need to do such as creating new content, working on ensuring your online presence is found by others, or better analyzing your prospect segments and building out campaigns to better target them. It's tough.
One thing that we've found entertaining is listening to what we have to say when we're shooting our videos for this site. You have to understand, we're always giving advice to our clients. That's why they engage us. However, when you sit down and create video after video after video, in a concentrated fashion, you start to hear some common advice, strategies, and themes. In fact, you question whether your own personal advice isn't perhaps a bit of a broken record. Of course, it's not; it simply is proof that the basics need to be continually followed regardless of where you are, or what you're doing, when attempting to create new leads to grow your business.
So what do we hear ourselves continually saying? Pretty much the following:
- Content is King. You need lots of it. You need to never stop making it.
- Content is multi-channel. In other words, each recipient of your content will have a preferred method of hearing it and it's up to you to ensure you've provided it in that medium. This could include video, podcasts, whitepapers, blogs, etc. People fit you into their schedule based on the medium that is the most convenient to them.
- You have to constantly be speaking to the pains people have, and then providing them solutions to their problem. Everything needs to be benefit-driven. Don't speak to the technology. Speak to the human aspect of everything we do.
- You need to segment your audience; understand where they are in the sales funnel.
- You need to create a series of campaigns, for each segment, relative to the segments pains or objections.
- You're always trying to build a relationship with your prospects and clients. That means you want a two-way conversation. It's not just about them hearing what you have to say.
- You're always trying to build trust with your prospects. You do this through sound advice and unbiased feedback.
- You want to be constantly building your thought leadership. Get others to share your content. Be active in the communities, and using the mediums (i.e. Twitter), that your community frequents.
- You want to work smart - not hard. You do this through the use of Marketing Automation and Inbound Marketing and other enabling technologies.
- You want to invest in guerrilla tactics. Don't fall back on spending lots of money and expecting large returns. You have to use patience and understand that it's going to take more impressions then you ever expected to engage your prospects. You don't get an ROI on a one-time email or direct mail.
Anyways, that's most of what we kept hearing ourselves say over and over again. If you don't watch one of our videos, or listen to a single podcast, then you'll have got the essence of what we say simply by reading this post.
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