So, you are blogging daily and creating new educational content monthly, but your lead generation numbers are still flat. What’s up? It could be that you aren’t bold enough. Let me give you some "no fluff" advice: If you don’t take a stand, make a few waves or ruffle a few feathers – why should anyone care about what you have to say?
"Go at it boldly, and you'll find unexpected forces closing round you and coming to your aid." This quote, attributed to Basil King, essentially means that if you take a risk, you'll be rewarded. Look around you and take notice of the people who, instead of following the crowd, stepped out and tried something new and bold. Guess what? They were recognized for it, followed for it and rewarded for their ability to try something new.
This concept applies even more specifically to marketing your business. If all of your competitors are saying go right, you have to be able to say, "Nope, go left." If everyone thinks the answer is yes, you have to be able to justify why it's no. Don't create the same content as your competitors. You may be playing it safe, but you won't be successful.
Here are a few ways to apply this radical thinking to your inbound marketing.
Marketing Strategy – This is critical. There has to be something about your business that your competitors don’t have. Your business MUST BE REMARKABLE in some way. Challenge your team to come up with what makes your business special. If your closest competitor does it in two days, figure out how to do it in two hours. Make sure these remarkable elements of your business are easily translatable into short stories for your customers and prospects to tell about your business.
Website – Make sure your website design and homepage have a dramatically different message than those of your competitors. Your visitors are only going to spend 10 seconds on your homepage, and if they don’t get a different “feeling” when the land there, they are going to leave. That feeling is important, as people make purchase decisions emotionally. If your visitors don’t get a remarkable experience on your site, they will leave for your competitors' sites.
Blog – You have a blog right? If you don’t, you are missing out. The blog is one of the most popular pages on most company websites. Why? First, your prospects don’t really want to read all the marketing copy on your site. But, they do want to see what your company has to say. Your blog offers you a chance to take a stand, tell your story, create a persona for your company and get your prospects connected to your business. Take a look at our blog, we try our hardest to tell stories that you won't hear on other marketing firms’ blogs. We try to be contrarian in our blog, striving to be different than all the other inbound marketing firms.
Educational Content – Your prospects want help making safe decisions. They want to make decisions that are right for their businesses and that are validated by their peers. Your goal and responsibility should be to help them, not to sell them. Product brochures? Forget it. Company overviews? Who cares. Detailed features? Lose them. Instead, identify the questions your prospects have and answer those questions with whitepapers, videos, e-books and tip guides. By simply changing your approach from selling to guiding, advising and helping, you differentiate your company.
Make sure your content is bold. Use titles that make claims. Be blunt and direct. Try to entertain and educate. We call this edu-tainment, and it's incredibly effective at attracting prospects and turning visitors into leads for our clients.
Change your approach from ordinary to extraordinary and watch your inbound marketing results move up and to the right.
Start Today Tip – Look, I can tell you to be bold and that’s fine, but if you aren’t ready to take a position and back it up, it doesn’t matter what I say. However, after doing inbound marketing for over 11 years and for hundreds of companies, I have learned that the difference between mediocre results and amazing results is a company willing to be bold, different, remarkable and aggressive with their marketing. Be bold and mighty forces will follow. Be bold and your company will get found, get more leads and close more sales.
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