I show you how I do things in the blog

Attract

Get customer attraction by earning their attention

Get customer attraction by earning their attention 825 470 Lloyd

Oli Gardner, conversion deity, says “Your prospect’s attention is their most precious commodity. You need to earn it.” It has also become increasingly hard to win. Just consider the various media that people engage with on a daily basis, then consider the number of ads across those media types. It’s a lot.

In this post, I dive into what you can do to earn attention by focusing on the needs of qualified leads.Stop chasing clicks from unqualified users.

Start creating content to capture qualified prospects.

At the consideration stage of the buying cycle, potential customers will be looking at your industry and evaluating the products and services on offer. What do prospects look for? Marcus Sheridan, The Sales Lion, sums these up succinctly:

  • Pricing
  • Problems or issues
  • Comparisons
  • Reviews
  • “The best”

Now you know what they are looking for, take a look at some excellent examples you can use for inspiration.

 

Put the spotlight on your pricing

You have a pricing methodology, be it cost plus, competitive or value based. The next step is to show how you calculate your pricing. The buffer example provides a very strong point of difference in their market. It’s a tactic that few use and so the impact by doing it could be great in your industry. Be warned, your C level might need some time to digest this.

(image from Buffer where they go full Tropic Thunder on transparency, including their pricing!)

 

Own your problems

If you don’t own mistakes or problems, your customers or competitors will. Over time that can be damaging to a brand and require some effort to woo customers back such as McDonald’s Canada with a big open question forum.

Under Armour’s thoughtful and considered responses to the U.S. long track speedskating team’s widely accepted poor form illustrated experience and expertise in their field. Instead of arguing with the athletes that the suits they made were at fault, they supported the decision to use the previous versions. They also took the time to remind everyone that the athletes had performed personal best times just days earlier.

 

Provide comparisons

Comparitive advertising allows you to communicate the features and benefits that matter to your brand.

In 2013, Google released Chrome: Now Everywhere. They stated “One browser for your laptop, phone and tablet. When you use Chrome across all of your devices, your web gets better, everywhere.” Two months later in May, Microsoft released Scroogled, a parody of the Chrome video with an important theme. The key takeaway is that your competitors might be providing a lot of opportunity, you just need to take it.

Visual comparisons can also be powerful. If you are a burger, size does matter.

 

Embrace reviews and feedback

Paul Hopkinson took great care in sharing a video comparing the amount of coffee Costa Coffee put in it’s large and medium cups by pouring a large into a Costa’s very own medium sized cup. To their credit, Costa didn’t panic. They took the time to explain the difference between the two products. Here is the video post and to see the Costa reply just click the Facebook logo bottom right on the video.

 

UPDATE UPDATE UPDATETODAY COSTA ADMITTED THERE IS NO EXTRA SHOT IN THE LARGE COFFEE!!!I FEEL VINDICATED!!! Dear Costa, I posted this to your page & you deleted it!?? When it hit 219,000 views!!!!!!You were commenting on the wall etc.. you deleted it? Why??If there is nothing to hide? You don’t delete other posts…. Is it because it got so many hits?

Posted by Paul Hopkinson on Saturday, March 26, 2016

 

Be the Superlative

Users search for the superlative, and often “the best”. So how good is your SEO? Are you optimising your page copy and in particular your headline to make your SERPs the best of the best?

Conductor research posted over at moz.com illustrated that using a single superlative is most effective in headlines.

These findings suggest readers prefer an understated approach or that the author shoot for the stars and tell the reader in strong terms why their content is worth reading, but the middle ground is to be avoided.

 

What are your thoughts on these tactics? If you have used any I’d love to hear from you in the comments 🙂

The value of a great story

The value of a great story 825 470 Lloyd

This post is about a great presentation, and a new favorite story of mine. In essence, don’t have your brand publish crap, instead spend time developing a narrative full of your expertise.

Brand danger. Low quality content

The Velocity presentation provides an excellent summary on the rise of content marketing and the dangers for your brand if you don’t QA what you are sharing with the web. It is super, check out all 50 slides now.

[slideshare id=15931787&doc=velocitycrap-130110064100-phpapp01]

High quality content will help you keep you in the good graces of search engines, and help you avoid penalties that impact on the performance of your organic search.

Set up for success. Tell great stories

Everyone is familiar with story telling, we’ve all had them from our childhood. A story enables brands to stop telling (An early indicator of crap) and start showing and illustrating. The Content Marketing Institute pitches them as “a method of building strong relationships with your customers and a thriving community of loyalists over time. Your story identifies what your passions are and serves as the foundation for all your future content developments”

I’m a big fan of Ok Go and a big fan of the Interview with Damien and Tim that shows the attention to detail, passion and creativity that went into the making of a superb music video. This story makes me appreciate even more what they do, and I’ll be on the look out for their next piece of work for sure.

Takeaway Tips

Not everyone has a marketing budget to cover making a music video or a video documenting the making of a music video. But there are a few key take away points for all.

Go deeper. A landscape gardener can show before and after shots for work done. Consider showing before shots, during shots, commentary on complications, reasoning for materials used and After shots.

Social proof it. Wikipedia calls social proof “a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.” Have other people tell your story like happy customers, or get an industry body to review your work and prove that what you do is valuable.

Invest in the medium. If a picture is worth a thousand words, then a video is worth a million. ShoppersChoice.com quoted that back in 2010 for a Search Engine Watch post and it is still true today. When you can, stretch to use video to tell your story.

In summary – If you are really good at something, show your expertise in how your product or service comes into being. It is a powerful marketing tactic with the rise of high churn low quality content.