If you run a small business or you’re a freelancer, you’ll no doubt always be looking for ways to bring in new clients.
Digital marketing is a great way to spread the word about what you do, and social media, search engine optimisation and content marketing are three of the most popular techniques used by small and global businesses to encourage new customers to sign up.
But while the internet has made it easier than ever to reach out to people and find new clients, it can still be a challenge to win people over. Below, we’ve put together a guide to using content marketing effectively to win more clients and keep the competition at bay.
1. Launch a blog on your website
If you want to use content to win new clients, the first thing you’ll need to do is launch a blog. Ask your web designer to create a blog where you can publish content on a regular basis, or create your own using a content management system such as WordPress.
The key to creating an attractive blog is to follow the same theme and aesthetic as the rest of your website. Consistency is key, as you want to demonstrate a clear brand message. You should also focus on the functionality of your blog – adding categories, a comments section and making it easy to navigate between posts is important for readers and search engines like Google.
2. Produce high-quality content
There are a number of benefits to content marketing, not least being able to rank on search engines for competitive terms, positioning yourself as an authority figure within your niche and giving people a reason to come back to your website time and time again.
And for the purpose of winning clients, content can help to demonstrate your knowledge and expertise in your field, drive organic traffic from search engines, and encourage people to sign up to your mailing list. That’s why it’s so important to produce high-quality content on a regular basis.
Whether you’ve got ten years of experience writing or you’re a complete beginner, take the time to think about the types of content your audience would want to read and keep these notes in mind:
- Be better: The key to becoming a successful content marketer is quality. Your content needs to be better than any of your competitors’ content. Why would people visit your website if they can find more valuable and insightful information elsewhere?
- Be engaging: Engaging an audience is key to lead generation. Make your content as engaging and interactive as possible, with polls, comments and user-generated content.
- Speak to your audience: Delve into the psyche of your audience and write to them, not at them. Great content should be relatable, informative and easy to digest.
3. React to your audience
Now that you’re writing regular content and have an audience, it’s important to react and adapt your content strategy accordingly. No blog would be a success without its readers, so keeping yours in mind every time you write will help you win new clients.
For example, if you know that your readers are looking for how-to guides on a particular topic, then write tutorials, create videos and offer them everything they need. Every question and comment can be turned into a new post – reactive, relevant content will convert.
4. Add calls to action to sell your services
With organic traffic rolling in from search engines and an active and engaged audience, now is the time to start selling your products or services. Add a call to action at the bottom of every blog post using a plugin on WordPress, and reference your services in your articles when relevant.
The more times people are exposed to your brand and the services you provide, the more likely they are to buy from you or get in touch and ask how you can help. You can also add reminders in your email marketing campaigns – special offer coupons, limited-time discounts and free trials.
5. Use guest blogging to spread the word
Guest blogging can play a huge role in content marketing, so if you want to win more clients, it’s a strategy that you should consider. Although the days of submitting low-quality content to as many websites as possible are dead, there are still huge benefits to blogging on other sites.
First, you can improve brand awareness and get more people to find out about your business or your self-brand, and second, you’ll increase your authority and reputation within your niche. If you have posted on Forbes, Inc and the Huffington Post, then you’re much more likely to be considered for the job than someone who only publishes a small monthly column on their blog.
It’s important to note, though, that you should publish more content on your own blog than on guest blogs. Try to find the right balance, and aim for one or two external blog posts per month.
6. Be consistent with your content strategy
The final point that we want to raise is consistency. Blogging is one of the best ways to engage with potential customers and encourage them to sign up for your services, but if you only post once in a blue moon or disappear for six months, people will question your professionalism and dedication. Either put out high-quality content on a regular basis or don’t bother at all.
Finding the time to write can be the most challenging part, especially if you’re a one-man-band or self-employed, but with some dedication and practice, you’ll be able to do it. Consider adding a weekly reminder to your diary to write a blog, or create a content calendar and produce blog posts in advance, ready to schedule out once a week so that you can stay ahead of the curve.
Content marketing is a tough skill to master. You’ll need to read every day, write lots and be prepared to fail, because not every post you write is going to bring in a new customer. But if you take your time, push out great content and stay committed, you’ll soon find success. Good luck!
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