- How to Sell to Market Research Buyers, Part 3
- How to Sell to Market Research Buyers, Part 2
- How to Sell to Market Research Buyers, Part 1
- 5½ [behind-the-scenes] Marketing & Sales Activities You Need To Do in December
- Got something to say?
- Running a small firm? Who holds you accountable?
- Marketing & Sales Success Begins with a Simple Step… Thinking!
- Your Sales Forecast Doesn’t Have to be a Guessing Game!
- Lead generation is a 3-step process.
- Measuring Sales… it’s Not just about Revenue
- 7 Selling Behaviors Seller-Doers Must Employ to be Successful.
- Can you really be “all things to all people?”
- 12 Marketing & Sales Activities you Gotta STOP this Year!
- How to maximize the impact of your marketing investment.
- Revenue Growth? Try the ‘5% Challenge’… it’s Brilliant!
- Should you ever walk away from revenue?
- Get Ready for 2017 with these 6 Marketing & Sales Activities
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 2
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 1
- 10 Guidelines for How to Be Successful at Sales
- Strategy Before Tactics!
- 6 Marketing & Sales Lessons Learned in our First 4 Years in Business
- The Sales Presentation: Stop Reading the PowerPoint Slides and Tell Your Story
- Content Marketing not working? Eh, don’t worry about it!
- Marketing Measurement: 3 New Methods You Have to Try in 2016
- The One Thing You Must Include in Your 2016 Marketing & Sales Plan
- Not using LinkedIn? Are you kidding me?!
- Is it OK to fire a client?
- Take Charge of Your Own Success… Stop Relying on Others!
- Getting first-time clients to take a chance on you.
- 9 Ways to Build your Business During the Summer Slowdown
- The Top 10 Ways to Build Awareness
- The 13 Most Common Website Mistakes
- The Most Important Part of Exhibiting
- Content marketing isn’t a one-time thing… it’s an all-the-time thing.
- THINKING! A framework for creating better business plans in 2015.
- Not happy with your marketing & sales? Then make just one change in 2015!
- For Beginners: Should I Tweet Daily? Yes… and here’s how.
- Got your Marketing Plan for 2015? No?! Now’s a good time to start…
- How to Connect with Booth Visitors – An Exhibitor’s Worksheet
- Not getting the email results you want? Make sure you’re following these 7 email marketing guidelines.
- 10 Ways to Get Clients to Sell FOR You (and they won’t cost a dime!)
- Do you know where you’re going? Why Strategy should drive your marketing & sales.
- 11 execution tips to help you exceed client expectations
- How to Turn First-time Clients into Repeat Clients
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 2
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 1
- 13 Lessons for Researchers Who Don’t Want (or Like) to Sell
- Social media marketing success in 30 minutes a day
- Get it right! You can’t manage what you don’t measure.
- It’s not that complicated! A common sense approach to the marketing & sales process.
- How MR firms are blowing it with new customers: Lessons learned while secret shopping
- Management or sales… you can’t serve two masters.
- Prove it! Nine ways to convince prospects to work with you for the first time.
- Five everyday ways to grow your business
- How that ‘one great client’ could doom your firm
- Six marketing and sales mistakes MR firms make every day
- Eight proven ways to build awareness – and why you should!
- Suspects, Prospects and Clients: Is your firm focused on the right target?
- A Checklist for Conducting Your Own Marketing & Sales Audit
- Learning to play the game: What football can teach us about marketing
- Differentiating your firm in a crowded marketplace
- 25 low- or no-cost ways to grow your business
- 15 Reasons E-mail Still Matters in Sales and Marketing
- Come prepared, dress the part and follow up: 10 dos for exhibiting at MR trade shows
- No rookies, no gum and no Frisbees: 10 don’ts for exhibiting at MR trade shows
- How to see yourself as clients see you
- Marketing 101: It takes Work to make it Work
- Use the 8 Ps of Marketing when Setting Strategy
- Integrate the 4 As of Marketing into Your Planning
- Size Does Matter: 4 Approaches to Growing Your Business
- The 12 Guiding Principles of Marketing (part 2)
- The 12 Guiding Principles of Marketing (part 1)
Content Marketing not working? Eh, don’t worry about it!
Do these sound familiar?
- “Only about 40% of the people who registered for our webinar actually showed up.” or
- “I’ve talked to a number of those who downloaded our latest eBook and less than half have even read it.”
Here’s my advice… don’t be too upset about it. It’s not that big a deal!
The reality is… much of what you do from a content marketing perspective will fall on deaf ears – or more appropriately – might never make it to the ears they were intended for. Don’t sweat it…
First of all… sh** happens! Webinar registrants, for example – who generally register for the session days or weeks in advance – get called into a last-minute meeting and simply can’t make it. Or people who want to read your eBook just get busy and forget about it… or maybe they save them up because they’re hoping to read through them while they’re on vacation. There’s not much you can do about circumstances like that.
So, is all that effort that you put into developing your content – and a lot goes into big items like eBooks and webinars – wasted effort? Maybe… but not really.
You might think the effort was wasted because…
- … you did put a lot of effort, time and money into these things and you want some kind of pay-off – at least to have the eBooks read and people attend your presentations. You’re delivering good, useful information and you want others to benefit from it.
- … good content reinforces your expertise and position as a thought leader and if it wasn’t seen or read, that opportunity was lost.
- … the more of your content a sales prospect absorbs, the more you move them through the Buying Funnel™, and if they’re not reading it – they’re not moving.
All true… sort of. On the other hand…
- Just knowing that you are a publisher of good content (especially if you do it consistently) will help to influence the perception of your firm in the marketplace… and your position as a thought-leader.
- Your efforts at promoting the content (to drive registrations or downloads) build awareness in the markets you serve and keep your name top-of-mind with existing clients and prospects.
- And maybe most importantly – as part of the process – you capture the prospects’ contact information (through the registration or download form). With this data in hand, you still have the opportunity to follow-up with them (e.g. “We’re sorry you couldn’t join us at yesterday’s webinar…”). In addition, you can now engage with them through drip marketing for a long time to come.
Content marketing is considered by many (including me) to be the #1 way for professional B2B firms to build awareness in the markets they serve, generate (and nurture) sales leads and establish a position for their firm in the minds of their clients & prospects… but it’s certainly not perfect. What marketing initiative is?
But don’t let that keep you from embracing Content Marketing. And do pay attention to a few key lessons that it teaches:
- Continue to create and distribute great content… many (if not most) of your clients and prospects WILL read it (or attend it) and in doing so, develop and reinforce the perception of your firm that you want them to have.
- Once the content is created, promote it like crazy. It takes a lot of ‘touches’ for a sales prospect to make a buying decision… and content promotion is part of that.
- Make sure that at least some of your content is ‘gated’ – that it requires the sales prospect to give up a little of his/her contact information in return for accessing it. It’s a proven way to generate qualified sales leads.
Yes, when you discover that registrants are not showing up to your webinars or that downloaders are not reading your eBooks, it’s frustrating. So, by all means, do some research to understand ‘why’… and do some testing to try to improve your “show rates” or “read rates.” But know this… that even with those kinds of issues, a well thought-out, well-planned and well-executed content marketing program still works and should still be at the core of your marketing efforts!
For more information on Content Marketing, download A Content Marketing Guidebook here: http://bit.ly/1RR9BWL.