twelve ways to turn your products and services into compelling content

15
Twelve ways to turn your products and services into compelling content… … whilst simultaneously simplifying your social media, blog, e-mail and direct marketing strategies by Paul Kurnyta

Upload: the-local-marketing-business

Post on 19-May-2015

385 views

Category:

Business


0 download

DESCRIPTION

There is a perception that you need to produce lots of individual and original pieces of content for your various social media, business pages and blogs, and keep it all fresh and up to date. Thankfully, that’s not quite true… Here I share twelve ways to turn your products and services into compelling content, whilst at the same time simplifying your marketing.

TRANSCRIPT

Page 1: Twelve ways to turn your products and services into compelling content

Twelve waysto turn your products and services into compelling content…

… whilst simultaneously simplifying your social media, blog, e-mail and direct marketing strategies

by Paul Kurnyta

Page 2: Twelve ways to turn your products and services into compelling content

Why do this?

In business to business marketing you need to:

• attract and engage prospects, • capture their interest,• build long term relationships with them.

Turn information about your products and services into one well-structured piece, which can:

• be used across multiple marketing channels,• grow and develop your social media following, and improve their engagement,• increase the number of likes and shares on your business social media,• organically grow and develop your e-mail strategy and your prospect list,• deliver more targeted and successful direct mail campaigns,• grow and develop your business blog.

All in all, this will simplify your marketing!

Page 3: Twelve ways to turn your products and services into compelling content

Step one: plan your attack

First, write down the main products and services that you offer. Prioritise them by importance to you. For example;

• Which will deliver the biggest or quickest return?• What business area needs the most growth?• What will attract the most interest from prospects?

If you have a number of target markets, focus on just one to start with. Once you’re comfortable with the process you can replicate it accordingly.

Now, from your list, take the top, most important item. Think about how one of the twelve approaches below could turn information about it into a compelling piece of content.

Page 4: Twelve ways to turn your products and services into compelling content

Step two: find the compelling R2R

Whatever you write, it needs a compelling reason-to-read (R2R). If the reader’s response to your piece could be “so what?”, then look for a better topic. Your first thought was probably not worth writing about!

It always has to be worth the reader’s time (to read it). The knack is finding a way to position the content in a way that makes them feel they have received something of value.

• Go through the list of twelve approaches, and find the one that gives your prospect the best R2R.

In the examples it’s done by sharing interesting and compelling content that should enrich the life of the prospect in some way.

Page 5: Twelve ways to turn your products and services into compelling content

The twelve approaches

1. Recent changes in legislation or law: Write about any recent or imminent legal changes affecting your product or service, if that has an important effect on your prospects. Position your business as the experts.

2. Relevant and interesting news: Research some interesting and relevant news relating to your particular product, service or industry and deliver it in a fun and creative way. Position yourselves as the people ‘in the know’.

3. How to choose which thing to buy: Help the prospect through the process (impartially) by providing a guide to selecting the right product or service you offer. Be balanced, let them decide, and position your business as giving good advice.

4. Show how to DIY: Empower the prospect to do it themselves (as this article does!). Give them enough information to have a go, chances are when they get stuck, it’s you they will call. Position yourself as approachable.

Page 6: Twelve ways to turn your products and services into compelling content

5. Discuss “what’s right for you”: It‘s similar to (3), the ‘how to choose’ approach, but suitable when you facing a range of competing channels. Discuss what product or service delivery channel is right for them personally. This can be done by size of business, location, industry type, etc. Position yourselves as confident, enough not to need to hard-sell.

6. Share a case study: Take a recent case study and use it to highlight particular features and benefits of the product or service. Try not to be too ‘braggy’ but show how your approach delivers real value to customers. Position yourselves as caring about your customers and their businesses.

7. Give an expert overview: Give your own views, comments or predictions on the choices in your marketplace. Try not to be too forthcoming and always try to be balanced. Position yourself as a confident, individual expert.

8. Write an FAQ: Talk about the most frequently asked questions (FAQ) and provide good answers! If you’re brave, you can even ask for questions and run them as a side-note to your main article in future editions.

Page 7: Twelve ways to turn your products and services into compelling content

9. Share your “top tips”: This could be top tips for buying or using your product or service, but it could equally be just general help about something you provide or do. Position yourselves as friendly and helpful.

10. Find a seasonal tie-in: This works best if there is a particular time of year when one of your products or services is in demand. Have fun, but try not to be too ‘salesy’. Position yourselves as ready for the rush!

11. Use a topical news story from the media: It’s probably best to avoid political or controversial stories, but, if there is something that relates to your products or services, use it. Try and find a fun and creative way to highlight a particular product or service, but if it’s serious, be gently authoritative.

12. Announce an important change to your products and services: If you are changing the way in which you do or sell something, AND it directly affects your customers, AND there is a genuine added value as a result, then highlight these changes and explain the additional benefits. Position yourselves as customer-focused.

It’s not about being an award-winning writer and it’s certainly not how much youwrite! Be passionate about what you do and

communicate that to the reader.

Page 8: Twelve ways to turn your products and services into compelling content

Now… to use what you’ve written!

First find the teasers: Pull out some headlines or intriguing statements that will catch the eye, here are some ideas taken from this one:

•“Twelve ways to turn products and services into compelling content”

•“Just one article can grow your social media following, and improve their engagement.”

•“Just one article can increase ‘likes’ and ‘shares’ on all your business’ social media.”

•“Easily grow and develop your e-mail strategy and your prospect list”

•“Develop your business blog, one article at a time.”

We’ll use this article (presentation) as an example for what follows.

Next, recycle! Re-use those headlines as:

• Posts for your Facebook business page

• Updates for your LinkedIn profile

• Tweets for your business’ Twitter page

• Content for e-mail and direct mail campaigns

Page 9: Twelve ways to turn your products and services into compelling content

Discover twelve ways to turn your products and services into compelling content, whilst at the same time simplifying your social media marketing.

There is a perception that you need to produce lots of individual and original pieces of content for your various social media, business pages and blogs, and keep it all fresh and up to date. Thankfully, that’s not quite true…

This week, I’m blogging about how one piece of well-constructed content can work across all of your marketing channels.

Struggling with your social media strategy? Today I’m sharing twelve ways to improve social media, blog and direct marketing engagement, whilst actually simplifying your marketing, all at the same time!

Note: While they’re on your blog they’re not distracted by Facebook features!

This (and all the text) links to the blog.

Other Examples:

On Facebook…

Page 10: Twelve ways to turn your products and services into compelling content

On LinkedIn…

Improve your LinkedIn strategy: here are twelve ways to turn your products and services into compelling content for all your social media profiles and business pages. Find out how…

Are you struggling to find enough interesting things to post, tweet and blog about? Today I’m explaining how to easily write compelling content for any product or service.

Keep your marketing strategy simple! This is essential to its longevity – the easier it is to manage the more likely it will continue. Today, I’m talking about how to do it successfully.

Note: adding a time element (“today”) implies a stream of useful knowledge. If they don’t bite at this one, they’ll watch this space for something they like!

Page 11: Twelve ways to turn your products and services into compelling content

Tweets for Twitter…

Twelve ways to grow and develop your social media following and improve engagement… [shortened link to blog]

Discover twelve ways to develop your e-mail marketing strategy and grow your prospect list organically… [shortened link to blog]

Turn your products and service info into compelling content: twelve easy ways to do it… [shortened link to blog]

Note: Twitter can be tough to get right. Don’t try to cram too much into one tweet!

Page 12: Twelve ways to turn your products and services into compelling content

Rather than use a generic sales e-mail or letter, send them your latest compelling piece of content and merely encourage engagement through your blog or social media channels.

No pressure often works better!

“Recycling” for e-mail and direct mail

Page 13: Twelve ways to turn your products and services into compelling content

Here’s how I’ve adapted my article to run as an e-mail campaignSee it here

Here’s how I’ve adapted my article to run as a direct mail campaign

Dear ,

As a business with a presence on social media I thought you might benefit from a recent article I have written on how to simplify your social media, blog, e-mail and direct marketing strategies.

Whilst I would welcome the opportunity to talk or meet with you, the purpose of this letter is simply to introduce you to my local marketing blog.

Here, I share interesting and useful information aimed at helping local business take control of their marketing, empowering you to have a go yourself, if you have the time (patience) and resource to do so.

I’ve enclosed a copy of my recent article which I hope will be of use. You can see previous articles which cover a number of local marketing topics on my website via the blog page – here you can also sign up to my monthly marketing e-mail;www.thelocalmarketingbusiness.co.uk

If you would like to connect on social media then please feel free to drop me an invitation, I often post links to other articles which share local marketing expertise aimed at helping local business market themselves better.

I do hope this helps you in some way.

Sincerely,Paul Kurnyta

Page 14: Twelve ways to turn your products and services into compelling content

Final Thoughts

This approach does take a bit of thought and preparation. One great article won’t do much, but a string of great articles will work wonders.

Don’t worry about duplication. If your customers see the same thing advertised in several places, say LinkedIn and Facebook, they’ll assume it’s important. That works in your favour.

Get into the habit of doing this month in, month out. As long as you share compelling and engaging content you can’t help but see growth and success from your efforts.

Remember: to succeed in Business to Business marketing you need to attract and engage prospects, capture their interest and build relationships over time.

Get this strategy right and you’ll do just that.

Regards, Paul

Page 15: Twelve ways to turn your products and services into compelling content

Keep in touch

www.thelocalmarketingbusiness.co.ukpaul@thelocalmarketingbusiness.co.uk

01793 82046507427 388339

Blog:http://thelocalmarketingbusiness.blogspot.co.uk/

LinkedIn:Paul Kurnyta

Twitter:@PaulKurnyta

Facebook:The Local Marketing Business