Download - Create Content that Will Actually Convert
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How to Create Content That Converts
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Jennifer Riggins Content, social media,
start-up lover, for Quote Roller, PandaDoc, CBS SmartPlanet @jkriggins
Daniel Duckworth Founder, formally
known as DesignQuotes, top place for Australian Service
comparison @servicecrowd_au
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Content Marketing isn’t selling.
It’s about building a relationship with your client or prospect.
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Although buying them a beer couldn’t hurt…
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If you’re B2C, an active blog will open up 7% more leads
!
If you’re B2B, an active blog will get you 67% more leads!
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Just one blogpost per week will increase your leads by 77%!
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- Eye-catching headlines - In-depth, higher-quality,
longer pieces - Engaging art - Ask open-ended questions
that address targets’ needs
Ingredients of a Great Blogpost
- Sprinkle industry-specific keywords
- Get team members to write specialized posts
- Invite further discussion - Solve a problem
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Great Headlines are written how you Google
!
- “How to…” - “What’s the best way to…?” - “# Ways to get this done faster” - “# Tricks to…” - Focus on Trending (but related)
Topics - SHOCK! (Our #1 post has "Kick Ass"
in the title)
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Good blogposts should have short, informative URLs:
https://www.pandadoc.com/electronic-signature
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Enabling commenting helps build a community of repeat readers
and social sharers.
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And remind your readers that Sharing is Caring with easy-to-find,
native social media plug-ins (don’t use a social sharing app that
requires extra permissions)
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Speaking of Social Media…
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-Avinash Kaushik, Google’s Analytics Evangelist
“Social Media is like teen sex. Everyone wants to do it.
No one knows how. When it's finally done, there is
surprise it’s not better.”
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55% of consumers consult social media before making a purchase.
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Use Facebook for B2C LinkedIn is a must for B2B
Twitter works for both
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Companies that use Twitter DOUBLE their leads!
!
Tweet something 4x in 36 hours for optimal awareness
!
Each tweet acts as a separate backlink for SEO
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4 Social Media Musts !
- Share the Good, the Bad (maybe not the Ugly)
- Engage your followers, asking open-ended questions
- Always reply publicly, never delete
- Share your clients: shows loyalty & they’ll RT you back!
- Stay 75% on topic 25% fun + trending
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Check all social media at least once a weekday — people more and more
go to it for Customer Support. !
Use a Social Media Manager like HootSuite to keep track of your Mentions & to schedule ahead.
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Wait, what about a website? With a blog + social media, do I really need one?
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Having a website significantly cuts down on your advertising costs. Up to 70%!
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At a min, you should equip your website with:
!
- Always up-to-date contact info - Functioning social share buttons - “Meet the Team” including name,
position, fun photos, experience (bonus with Google+ & LinkedIn profiles)
- A brilliant Call to Action (CTA)
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Knock-out Webpage CTAs !
- “Click here to try us for free!” - Sign up for our newsletter - Request a sales quote form - “Buy it today!” - “Tell us when We can call You” - “Tell Your Friends!” with social sharing - Or anything that entices them to give you
their info, like free content that solves a common problem for your client base
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Just asking a lead for an email address has a significantly higher conversion rate.
But, if you ask them for both their email and phone number, you have more ways to engage with them.
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Examples of Content that Converts
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Something that people need offline
• What does someone in an office need?
• What kind of material are they willing to download?
• Does it solve an immediate problem?
• Will it demonstrate expertise?
• Does it fit in to their research cycle?
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PROCESSpedia
• Company sells process management software
• Immediate content topics are about process software
• Less obvious content topics are about process issues
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BPM Roles and Responsibilities
Blog post with opt-in offer
Unbounce Landing Page Document
http://processpedia.com.au/community/the-roles-responsibilities-of-business-process-management/
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Write about something that people are trying to do themselves
• What aspects of your product or services are people trying to do themselves?
• Do you know something about it that they don’t?
• Can you demonstrate expertise?
• Does the topic lend itself to a free offer?
• Does you premium service offer a better solution to DIY?
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• ServiceCrowd offers quote comparison for services
• Immediate content topics are about services
• Less obvious content topics are about what people are researching before they buy services
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Top 10 Business Directories 2014
http://web.servicecrowd.com.au/blog/top-10-australian-business-directories-2014/
Blog post with opt-in offer
High value offer = shares & opt-in
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A car salesman has 15 minutes with the public. He can: a. Talk about the newest car + features
b. Offer quick tricks to easily conserve fuel
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- INTERRUPTION MARKETING is pushing the newest car
- INBOUND MARKETING is establishing yourself as authority, offering useful advice over time, so you’re the first one they think of when ready to buy.
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So, I’m like really busy. Why do I need to do all this content crap?
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Dude, Content Marketing Rocks!
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Why does Content Marketing rock, dude?
- It’s basically free!
- Google loves the stuff! It really helps your Search Engine Optimization
- Offers you broad brand recognition
- Generates loads more leads
- Helps funnel and qualify those leads
- Thus, generating more sales!
- Legitimizes your biz as an industry expert
- And it gives you more ways to connect with your audience!
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2% of sales are made in the first contact.
3% of sales are made in the second contact.
5% of sales are made in the third contact.
10% of sales are made on the fourth contact.
80% of sales are made on the fifth to twelfth contact.
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Use sites like Unbounce & Wufoo to easily create & customize landing pages with web forms.
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You’re only as good as your
CRM
Quote Roller integrates with 13!
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Quote Roller Step #1: Your CRM Contact & Deal info pour right into your Quote Roller Proposal.
Use a Blank Proposal, reuse one you already created, or jumpstart your proposal creation with one of our 35+ industry-proven Proposal Templates.
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Quote Roller Step #2: Add your Pricing TableThe part your clients are spending the most time looking at!
You can offer your clients pricing options, quantity options, & package deals. Build your own pricing table or reuse one from your Catalog.
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Quote Roller Step #3: Use our WYSIWYG Editor
Drag-n-drop Content Blocks, reusing content or creating new, showing how you can offer a solution to your client.
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• You can use whatever you want to show off your business in the scope of being a solution for clients: videos, websites, photo galleries, HTML content, custom brand domain.
• Quote Roller lets you reuse content, but makes sure you don’t make mistakes like reuse old pricing or the wrong name.
• Quote Roller cuts your proposal creation down to about 15 minutes!
• Just make sure, when you reuse proposal content, you take the time to customize to address your lead’s needs.
Focus on Solving Client Needs
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Quote Roller Step #4: Finalize
Send your clients a secure link to your Proposal. Use legal Electronic Signature to close deals faster.
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Average time it takes to create a quote with Quote Roller = 15 minutes !
!
Average win rate increase using Quote Roller = 28%
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So, what are you waiting for? Come on, get out there and use Content Marketing
to build your brand’s presence, credibility & authority online!
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Go to QuoteRoller.com to start saving time & money creating persuasive business proposals today!
Go to ServiceCrowd.com.au to find & compare local Australian services today!