Effective Email Marketing in 5 Easy Steps

Effective Email Marketing in 5 Easy Steps

Email Is Still One Of The Best Ways

To keep in touch with both your customer base and people who are interested in your business but who may not be customers yet. We’ve all received countless business newsletters, some good, some terrible and many that don’t get read at all.


So how do you make sure that the email updates you send from your business fall into the “great” category?


  1. Create Compelling Content

The first thing you need in order to conduct a successful email campaign is some fabulously written copy. Regardless of your subject matter, there are four elements that you need to nail.

  • A Compelling Subject Line: This is what entices your readers to open the email. You have one short line to get your point across and convince someone that your message is worth reading. Think of how many emails land in your inbox every day, and how many of those you open. What is it that makes you click?Create Compelling Content


    One Central Idea: People are busy, so don’t confuse them or waste their time with multiple or scattered thoughts. Make sure that after reading you email, there will be no doubt in anyone’s mind as to what you were talking about.

  • A Clear Call to action: Why are you sending this email? No matter how compelling your subject line, and how concise your point it, if you’re not asking people to do anything after reading your message, there is virtually no point in sending the mail. Do you want people to watch a video? Click through to your website? Reply with a comment? Whatever action you want them to take, make sure you ask them to do it in a way that leaves no confusion.
  • Relevant to Your Audience: This should go without saying. If people have signed up to your mailing list to hear news and updates about your business, don’t send them photos of your Cat (unless your business is cat related…) Keep your newsletters on topics around what your audience expect to hear about from you – otherwise you will not hold their attention for very long.
  1. Make It Look Professional

If you’re sending out a newsletter, or a group marketing email then you must make sure that your email looks professional rather than spammy. There is no excuse to just write the email in your regular mail format and copy and paste everyone’s email addresses into the BCC line, or even worse, the CC line.


There are plenty of mail programs out there that allow you to make smart email newsletters, or to prepare any other kind of group mailing and these are often easy to use and relatively inexpensive. If you’re not sure where to start take a look at Mailchimp, iContact or Aweber.


  1. Ensure Compatibility

    Compatible across all Devices


Don’t assume that just because when you check the newsletter on your own browser that it will look exactly the same and perfect to all other readers – it’s often not the case. There are so many options for people when it comes to different web browsers, and the different email packages that your list are using themselves may also format your email differently. There’s also more chance that people will read your email from their smart phone than from their desktop, so make sure your message is mobile optimised.


It’s also wise to give people the option to view the email in either HTML or Text format. Finally do your best to ensure that your email won’t end up in their spam filter by running it through a spam analysis checker.


  1. Know Your Audience

If you want to stay on the good side of your audience then adopt a policy of “one size does not fit all” when it comes to your email updates. This might mean you have to keep several different email lists and send slightly different messages to each one. For example, you might want to send a certain offer to customers who are on you database to thank them for their loyalty, or to let them know of a new service you’re offering before the general public see it. Alternatively, you might want to have a different welcome offer for prospective customers who have signed up through your website.


  1. Track and Analyse

Being able to track and subsequently analyse everything that you send out means that you can get a great understanding of what works and what doesn’t. Every time you send something out, compare it to your previous message. You’ll be able to build up a picture of what headlines work the best to get people to open your mail, what topics people respond best to and more. Good analytics can tell you which links in your emails are getting the most attention, and which ones you may need to tweak in order to get them to work for you. You should also pay attention to the number of emails that bounce, and if necessary remove them from your list.

What is your most effective tip when it comes to Email Marketing?

3 Reasons Your Business Needs to Implement Content Marketing

3 Reasons Your Business Needs to Implement Content Marketing

3 Reasons Your Business Needs to Implement Content Marketing

content marketingAs a small business owner who is looking to increase sales via the internet you will recognise that most of your competition is already investing in one form of internet marketing or another and in some cases will have a well structured online marketing campaign in place.

In order to implement an online marketing campaign you need to invest in quality content that speaks directly to the problems that your target audience face.

Without that compelling content getting in front of the right people at the right time, your voice will not be heard, your business offerings will go unnoticed and you will watch as your competitors thrust open their doors to new clients that could and should have been yours.

Articles, videos, blog posts, pillar content, follow up emails, presentations and proposals: the list is endless!

To many business owners it may seem daunting or even off putting to have to produce an array of meaningful and compelling content on a regular basis that empowers your target audience to reach out and connect with you, and trust me it is.

But the truth of the matter is without the commitment to truly encapsulate your audience, online marketing will never see the results that you may have been promised or dreamed off.

But we already have a website!

To say that you have a website is not good enough. It is not. A website on its own is NOTHING. It is like jumping out of a plane with a parachute on your back and not knowing how to pull the chord. Useless. In fact it is less than useless, your website becomes a cost that sucks cash from your business instead of becoming an investment that adds to your bottom line on a monthly basis.

The content that you create is the means to attracting those profitable clients. Both on your website and on other targeted websites across the internet where your audience may be visiting. When your content creation dries up or doesn’t even get off the ground in the first place you will get fewer eyeballs looking, less subscribers and even fewer sales.

Content drives the internet and quality content engages your targeted audience, arouses their interest, creates a desire and encourages them to act.

3 Benefits of Content Marketing for Your Business

Highly Visible Social Proof

If you claim to be the biggest, the best or the most efficient in your niche or industry then you’d better make sure there is evidence on the internet to substantiate those claims.

It is not difficult for anyone to search the internet to find out information about your business. One simple search in Google of your business name will bring back search results highlighting the most relevant pages on the internet about your business.

Don’t be fooled into thinking that because you have not put anything on the internet about your firm that no one else has done it either. There are so many ways that people can talk about your business: Social media, local business directories, blogs etc that you should implement an online reputation management strategy to keep informed of how your business is being represented online.

If you are the best, then social proof will occur naturally to support these claims and then you will have some great third party generated content that you can use to market your business and win more customers with.

Be seen as a Thought Leader.

content marketing through thought leadership

Pick up a trade magazine and look at the expert opinion articles, those people are providing interviews, writing articles relating to their niche and adding insight around topical issues that may confuse potential clients. By taking time to put that content out there they become a thought leader, the “go to” person in that industry, and when that happens opportunities and business relationships come your way.

The same thing happens on the internet, in fact, the very same content or remarkably similar content to the trade magazine article will be converted into a blog post, a video, an article on an industry related website, an email through to your existing database.

Staying in the spotlight at the top is not easy. It requires attention to detail, original ideas and of course, constant updating.

Top Search Engine Rankings.

Having your business website listed in the top of the search engine rankings for your business niche, the products or services you offer or even the problems that your services solve is a great way to increase sales in your business. In the majority of niches there is fierce competition for the top spots in the search engines.

Google is continually updating they way they rank websites on the internet, one of the key areas they look at is the content both on and off the website. Is it related to the niche, is it good quality, is it being shared by other people, does it have third party comments, does the content get linked back to or linked out to other informative content.

All of these factors and many more are used to make a decision on the relevance and quality of your website and where it sits in the search rankings. Ultimately none of these factors can be taken into consideration if you do not have any content or create content on a regular basis.

The more content you produce which is related to your core competencies, the easier it is for you to place in context links and also get your articles published in leading sites within your niche which again helps your content marketing strategy by raising your profile.

Content marketing alone will not bring a horde of new business but it certainly plays a significant part and it will help your online presence and build you online reputation, set your business apart from your competition as a thought leader and position you as the go to player in your industry.

A Content Marketing Strategy Founded on Quality!

A Content Marketing Strategy Founded on Quality!

A Content Marketing Strategy Founded on Quality!

content marketing strategyUseful, up to date content is one of the most powerful ingredients of a good website and should be at the very heart of any content marketing strategy. Much has been written, both by us and by countless others about the value of content marketing as it gives you the power to engage with your audience round the clock, it lets new customers find you and get to know you before you even speak to them and through sharing and social media it can allow word of mouth to spread like wildfire.

However, there is no point in churning out content for the sake of it. While posting a huge bulk of content on a regular basis may help you be found by search engine users in the short term, in the long term it won’t win you any fans if the quality is low. In addition, search engines will soon realise that readers aren’t staying on your page for long enough to prove your content is useful and will penalise you by dropping you down the rankings.

So how do you ensure that the content you post is always top quality? Take a look at these quality content marketing tips:

Do you add value to your topic?

Before starting any content piece, whether it’s video, blog, infographic or anything else, make sure that it is a subject that will be interesting to your readers. Make sure that the topic or subject matter is in line with what you usually deliver, that it adds something thought provoking or helpful and that there is information that you can provide that is worth sharing. Check similar topics from other blogs and websites and compare your content to theirs. Can you add more value that your competitor?

Check and Edit Every Page

Be diligent about editing. Check for spelling mistakes, grammatical errors, factual inaccuracies and typing mistakes. It’s sometimes easier to have another person cast a critical eye over your work before you publish, but at the very least always run spell check. We always check our posts before they go out and even so errors can still slip through the cracks. Don’t beat yourself up about mistakes, just correct them and move on!

Create Authorship

Include a brief Author biography at the foot of every page. This helps with reader recognition as they’ll come to recognise you and know to search for you and your work. It also shows off your credibility and expertise in your specialist subject. You can also link content you publish on a certain domain (for example your blog) to your Google+ page, which will again help you with your search engine optimisation campaign.

Always be Original

Make sure every piece of content you publish is unique to you. Although you can by all means publish other peoples work every so often (with their permission of course!) the search engines love new, unique content more than anything else. If you’re stuck for ideas of what to publish take a look at these 25 blog ideas for professional services firms as inspiration!

Become a Recognised Authority

content marketing strategy

If you are seen as an expert in your field then you will be searched for more often, your work will be found more easily and you’ll reap the benefits. One of the best ways to be seen as an expert is by publishing lots of top quality content. Try posting your work on industry sites, writing a guest post for someone else, giving opinion pieces that you can link back to or issuing press releases if you have something newsworthy to say. We often post on sites such as Social Media Today and Business 2 Community amongst others.

Be Self Critical

By this I don’t just mean with regard to the editing process. I mean take a long hard look at your work before you publish it and ask yourself if it is something that you would be happy to share, bookmark, recommend to others and to have your name on it? If you hadn’t created this piece, would you be happy to share it? If not why not? You have to be able to see your work through others’ eyes, and if you aren’t happy then make the necessary changes before you ask other people to share it.

Avoid Repetition

In any industry there is a finite amount of material to write about. We find that certain topics on our blog are far more popular than others. Likewise, there are certain subjects that are easier to write about than others and some subjects that I struggle to write at all. Combine this with trying to produce new material every day and you soon find that your subjects will start to overlap. Overlapping subjects is fine, as long as you’re following the advice above and adding value with every new piece. Try also setting a limit on only writing about a certain subject once a fortnight or once a month so your readers aren’t constantly getting the exact same information.

15 Beautiful Reasons to Make Your Content Marketing More Visual.

15 Beautiful Reasons to Make Your Content Marketing More Visual.

15 Beautiful Reasons to Make Your Content Marketing More Visual.

Some businesses and industries lend themselves more easily to having beautiful pictures on their website, for example Floristry or Cupcake making. Even if your business is an accountancy firm, or a Solicitor it’s worth figuring out a way to include visual content into your marketing mix, as the statistics below prove just how powerful online imagery can be for capturing a customer’s imagination.

1) 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco)

visual content

2) 40% of people will respond better to visual information than plain text. (Source: Zabisco)

3) 46.1% of people say a website’s design is the number one criterion for discerning the credibility of the company. (Source: Stanford Persuasive Technology Lab)

4) Publishers who use infographics grow in traffic an average of 12% more than those who don’t. (Source:AnsonAlex)

5) Posts with videos attract 3 times more inbound links than plain text posts. (Source: SEOmoz)

visual content

6) Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for brands, visual content — photos and videos — saw a 65% increase in engagement. (Source: Simply Measured)

7) On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links. (Source: Dan Zarrella)

8) 85% of the US internet audience watches videos online. The 25-34 age group watches the most online videos, and adult males spend 40% more time watching videos on the internet than females. (Sources:comScore and Nielsen)

9) Over 72 hours of videos are uploaded each minute on YouTube.com. (Source: YouTube)

visual content

10) 700 YouTube videos are shared on Twitter every minute. (Source: YouTube)

11) Viewers spend 100% more time on pages with videos on them. (Source: MarketingSherpa)

12) Mobile video viewing increased 35% from 2010 to 2011. (Source: Nielsen)

13) 25 million smartphone users stream 4 hours of mobile video per month. 75% of smartphone users watch videos on their phones, 26% of whom use video at least once a day. (Sources: Ooyala and Ipsos)

visual content

14) Mobile video subscription is expected to hit $16 billion in revenue by 2014, with over 500 million subscribers. (Source: Ooyala)

15) Viewers are 85% more likely to purchase a product after watching a product video. (Source: Internet Retailer)

So what are you waiting for? Get your creative juices flowing and brighten up your website and add pictures and video to your content marketing strategy! If you’re stuck for ideas then look out for my follow up article, a Visual Marketing brainstorming session.

Using Quality Content to Establish Authority Online.

Using Quality Content to Establish Authority Online.

Using Quality Content to Establish Authority Online.

SEO company ManchesterFrequent readers of this blog will be well aware that we are firm believers in the fact that in order to create any form of online authority in your niche and to position your business online you should be producing fresh, relevant and compelling content on a regular basis.

One of the best ways to do is that is through blogging about key ideas, issues and topics that are relevant to your business and niche and can provide value to your target audience, compelling them to hungrily consume your content and passionately share your advice with their friends through social networks. All of this acts to increase your level of perceived thought leadership in your space, get more and more targeted readers viewing your business and ultimately generate leads for your business and services.

Sounds easy right? It’s not! Make no mistake, just by having a website or blog there is no guarantee that you will get your site noticed in a gigantic and fiercely competitive ocean of niche related blogs reaching out to the same few targeted users.

However when you get it right, your blog gets noticed and your content gets shared, it can have a dramatic effect on your online reputation and your business will start to benefit in the organic search results; targeted traffic will increase and you will see generate more and more leads for your business through your optimised website.

That is why after nearly 3 months of the Big Thinking Online Blog being live and providing key information on online marketing, search engine optimisation, reputation marketing and everything digital we are excited to share that our Blog was ranked in theTop 5 Small Business Blogs by Technorati.

For those that don’t know, Technorati is the leading blog search engine and directory, Technorati.com indexes more than a million blogs. According to Technorati the site has become the definitive source for the top stories, opinions, photos and videos emerging across news, entertainment, technology, lifestyle, sports, politics and business. Technorati.com tracks not only the authority and influence of blogs, but also the most comprehensive and current index of who and what is most popular in the Blogosphere.

Big Thinking Online Altrincham

To even be mentioned along with some of the top online publishers such as Social media examiner, SEOmoz and Google’s own Inside Adwords is a credit to the hard work that has gone into making Big Thinking Online an authority in the small business online marketing niche, and all within 3 months of the launch!

How can this help your business?

The internet is an incredibly lucrative market place for businesses of any size. Competition for highly targeted web users can be terrifyingly fierce and although there is a lot you can do as a business owner to help your online positioning, there are many more actions that need to be implemented, tested and tracked on an ongoing basis to truly see a return on your online investment.

Here are some things you can do to promote your business online.

  • Create content on a regular basis.
  • Know who your target market is
  • Promote your content across the internet.
  • Register your website and blog with niche related directories.
  • Get social with your content, use Twitter, Facebook, Google+ to share your content.
  • Be patient.

Our blog aims to provide users with as much information as possible, to allow them to make an informed decision as to whether we can help them achieve their online goals and business aspirations.

The majority of business owners don’t have the time or the level of expertise to put this information into practice and that is why our portfolio of professional services is catered specifically to business owners who want to turn their internet presence into a leading referral source to help grow their businesses just like we have.

A successful online presence that targets ideal clients for your business is more than possible, you just need to have the desire, consistency and patience or leverage the skills of those who know how to create and maintain it.

For more information on how to turn your online presence into a business asset please contact us at Big Thinking Online. 0161 850 4413.

15 Reasons Why Social Media Should Be Part of Your Online Marketing Strategy.

15 Reasons Why Social Media Should Be Part of Your Online Marketing Strategy.

15 Reasons Why Social Media Should Be Part of Your Online Marketing Strategy.

Whether you love or loathe Social Media in your personal life, it should be something you make an effort to get to grips with for your business. Don’t believe me? Take a look at these 15 facts.

1. In order to save 25% or more, 67% of customers will like a Facebook page and 17% will tweet or retweet a deal.

2. Social media has a 100% higher lead-to-close rate than outbound marketing

Social media and inbound marketing

3. Social media users who receive excellent customer service from brands spend on average 21% more than non-social customers

4. 74% of brand marketers saw an increase in website traffic after investing just 6 hours per week on social media

5. People are 25% more likely to buy a product that they would be proud to own if it has social media buttons next to it

6. 20% of Facebook users have purchased something because of ads or comments they saw there.

7. In an analysis of more than 60 Facebook marketing campaigns, 49% reported a return on investment of more than five times, while  70% had a return on investment greater than three times.

8. 53% of active adult social networkers follow a brand

social media and branding

9. Internet users spend 22.5% of their online time social networking

10. 91% of online adults use social media regularly

11. 44% of marketers have acquired customers via Twitter

social media and twitter

12. 55% of consumers share their purchases socially on Facebook, Twitter, Pinterest and other social sites

13. 77% of B2C companies and 42% of B2B companies have acquired customers through Facebook

14. Brands have seen a 46% increase in user engagement with the new Timeline format in Facebook?

15. Facebook users generate 2.5 times more page views than Twitter and almost twice as many as Pinterest (FB 7, Pinterest 4.1, Twitter 2.7) There you have it, pretty powerful numbers to convince even the most sceptical of social media users.

What are your thoughts on Social media for business? Have you noticed any particular trends from using it within your own business? Let us know! 







Creating Website Content that Attracts Readers Again and Again and Again..

Creating Website Content that Attracts Readers Again and Again and Again..

Creating Website Content that Attracts Readers Again and Again and Again..

website contentCreating website content that attracts readers, ignites conversation and encourages social media sharing is not easy. In fact, it can be very hard work and for many small business owners and entrepreneurs it can be daunting.

With search engines placing more and more emphasis on fresh, unique content that gets shared across social media, small businesses have to bite the bullet and create content for their websites on a regular basis if they expect to receive any return from their online investment. The content could be in the form of articles, blog posts, videos, press releases or a whole host of other digital mediums. More importantly, the emphasis should be on creating quality content that will stand the test of time and be referenced for years to come.

Why is creating website content that is evergreen so important?

Creating content for websites that is evergreen is one of the most important concepts to grasp. Search engines love new content and are hungry for you to post more and more articles, but if the content that you publish offers little or no future value beyond the date it has been published it becomes outdated very quickly, meaning you could be wasting both time and money. In order to maximise your online presence you need to be creating content that will have people consistently coming back for 2, 5, or even 10 years to come. This is known as evergreen content.

What do you mean by website content that is evergreen?

  • Train your dog not to dig holes in the garden in 5 simple steps.
  • Why an online presence is so important
  • 15 must know benefits of SEO.

The reason that these are good examples is because the process or solutions they describe will not radically change over the next 5 years. On the other hand, if you were to write a piece of content that was titled “5 Business Lessons from Female Olympians” then outside of the Olympic period this soon becomes old news. That’s not to say you won’t get any visitors, perhaps in the short term your website will receive a visitor spike, it is just that after a few months the content will offer less value, and therefore attract fewer viewers.

The greater the amount of search engine optimised content that you create and the more you voice your opinions on topics, the greater chance you have of being heard and connecting with people. Ultimately, building relationships and a network is one of the goals of having an online presence.

What should you consider when creating website content?

Think of your ideal client, or if you are starting out, who you would like your ideal client to be. If your potential audience is 35-50yr old, male sailing enthusiasts, then it is pretty pointless creating content centred on 50 Shades of Grey.

Current news or anything in the main stream (such as 50 Shades of Grey!) may offer a short term spike in traffic but it will be just that. Talking about the news is less likely to bring the long term traffic you want. Instead, provide educational website content that your audience will find and come back to again and again and again. This will give you a consistent flow of traffic for years to come. One of the benefits of writing this type website content is that once you have taken the time to research and create your article, you can reproduce or repurpose that content into many other forms such as Video, eBooks, PowerPoint presentations etc. Linking this additional content back to your site will also increase the number of backlinks for the search engines and more importantly additional eyeballs viewing your branded content.

Click on the following link to learn more about how you can leverage your existing content through inbound marketing

10 Tips on creating timeless website content

  • Stick with the 3 E’s -be Educational, Enlightening and Entertaining!
  • Think of what is important to your clients.
  • What factors will have a long term impact on your industry?
  • What are the 50 most commonly asked questions in your niche?
  • What are the biggest problems faced by your clients?
  • How can your services help them overcome those problems?
  • What are the key terms and phrases used in your industry that clients should know?
  • What questions do your clients ask you?
  • Write a list of Tips
  • Create “How to” articles

There are endless ways to create website content, the point to remember is this: If you want your online investment to drive leads and sales for your business then you need to feed it with great content that is evergreen and follows search engine optimisation principles.

If you have further tips or advice on creating online content then please feel free to share them  in the comments box below.

Inbound Marketing – There is no Need to SHOUT!

Inbound Marketing – There is no Need to SHOUT!

Inbound Marketing – There is no Need to SHOUT!

inbound marketing manchester2Traditional marketing works on the premise that if you make enough noise, have the loudest voice, or scream the longest in a public place then you will get heard by a larger audience. It makes sense and for many years it worked. It was the primary method that businesses adopted when marketing their products or services and it resulted in leads and sales. However, with a larger percentage of marketing budgets being switched to online this method is no longer the default.

The average internet user is no longer blinded by the flashing lights and images that in the early days of the internet persuaded them to stop surfing and crash kamikaze like down which ever rabbit hole the advert took them. Such marketing is seen as a hindrance, a mere distraction in stopping people doing what they went online for and that is why Inbound Marketing was born.

For businesses that market online, in fact any business, the goal is to providing compelling content to a highly targeted audience base that results in leads, conversions and sales.

What is inbound marketing?

Inbound Marketing is about getting found by people that want to hear your message. It’s about working with a warm market as opposed to cold calling and interruption marketing where you reach out to people who in reality don’t have any desire to hear what you have to say.

Inbound Marketing is becoming more popular as business owners look for efficient and affordable ways to acquire new business leads. A comprehensive Inbound Marketing Strategy will consist of:

  • Content marketing
  • Social media
  • Mobile
  • Blogging
  • Analysis and Conversion

All these aspects and more work in unison to target specific users who are looking for or who are already interested in learning more about your experience.

This means that the users are in essence pre-qualified, so you can be sure that your message is greeting welcoming ears rather than random outbound contacts.

Why is Inbound Marketing Important for business

The main goal of inbound marketing is to create informative content that is designed to convert browsers into leads, leads into customers and to keep previous customers loyal to your brand. It’s an attention marketing strategy where you use the content you create to attract people to your brand and then have them tell the world how great your experiences are.

It sounds like business Nirvana and for the select few businesses that manage their inbound marketing strategy well, it is. However as you can imagine there can be a pretty big time investment associated with creating valuable content on a regular basis. So as a small business owner, why should you take the initiative and get started?

1. Raise Awareness

The first step is to raise awareness, as discussed we are not talking about slapping up a billboard with 70% off here. We are talking about providing something of incredible value to people who already have an interest or a desire to learn more about your experience. The best way to do that is to create content.

  • Write an eBook
  • Provide an email mini series
  • Produce a video workshop
  • Write a blog
  • Produce a newsletter

The more great content that you have, the more that you can promote it. Just having one thing and pushing that to death is not the way forward.

Each and every piece of content you create is another brick in your online presence. Brick by brick you can build a library of informative resource material that you can use to attract new people, give to leads to learn more about your business and position yourself as an expert and authority. That leads me nicely to trust.

2. Trust

All things being equal, people will do business with people they trust. All things not being equal, people will do business with people they trust.

When you create something of great value and then give it to your customers because they deserve it, you create trust. You are not selling, you are not badgering them with advertisements or offers, you are providing value.

It’s building the ground work now for a long term and profitable relationship that you can cash in on later.

3. Lead Generation

The next part of the inbound marketing journey is turning this relationship into a lead. The user trusts your business and, if positioned correctly, your content should have enlightened them into your unique service proposition, told them your story and more importantly made it crystal clear exactly how you can help that individual overcome their problems.

Your content is helping desire by building your authority in the space and letting the user know in no uncertain terms that you, your services and solutions are the person to help them achieve their goals.

4. Repeat Buyers

inbound marketing manchesterThis is the exciting bit, the action piece! This is the piece they show on the Hollywood trailer with the explosions and guns and the hot women. In reality, this is where you turn your lead into a sale and not just one sale. Your content works to build a solid relationship so that person buys from you again and again and again.

By using your content you can inform and educate your clients and followers into how to maximize their experience, how to get even more great benefits, how to solve even more problems by leveraging the other services and solutions that you have.

Don’t make your content a commercial, but do highlight how seamlessly two products go together for better results. Or show specific data that lets your customers see that people who purchase A and B together actually see a greater return on investment.

Shorten Sales Cycle

Over time, and once you have created a lot of informative and compelling content which is optimised for search engines, more and more people will find your content on the internet. That means more and more people will be sharing your content through social media and their own networks. A share on social media from someone your prospect already knows and trusts acts like a recommendation. If that person has a problem that your solution can solve then suddenly that person forgoes the first few stages of the sale cycle and goes directly to your main presence to learn more and to take action.

For businesses setting up an online presence, it is essential to understand the value and the dynamics of inbound marketing. The contemporary consumer is intelligent and demanding. The conventional strategy of bombarding them with web ads has proved to be pointless, with more and more users opting for applications which effectively filter out such advertising through pop-up blockers and ad-blockers.

The discerning consumer of today will be more impressed with relevant content that provides them with the tools to make better purchasing decisions. Being able to grasp this principle not only results in lower cost of marketing and higher conversion rates, but also builds quality traffic to your website that is relevant to your business.

Inbound Marketing is marketing and selling your products with authenticity and transparency.