Online users balk at content that reeks of in-your-face marketing. This is because people don’t like being told what to do. So, a direct approach to content marketing is out of the question. Instead, attempt to convince the audience and help them decide to choose the service/product.
Make them come to you; do not resort to guerilla marketing under any circumstances.
Focus on putting out good quality, relevant, and interesting content.
Use it as bait to hook the attention of online prospects.
Wait for your target audience to consume the content, and then ask if they want more.
How to Reverse Engineer Your Marketing Pitch?
You have always been told that success in content comes from a great sales letter or sales pitch. This doesn’t hold true any longer! You need to identify the buyer journey for each buyer persona and pull the customer at the end of the funnel as explained in the below figure.
Customers are smarter than ever and creating content that sells now involves reverse engineering a conventional sales pitch.
But What Does This Mean?
Basically, you have to take everything that makes your sales pitch great, and present it to customers in the form of helpful content. This might take the form of a case study, a “how to” article, or a brief training video.
Reverse engineering grows out of the idea that content never lies. The core principle here is – take all that you know and then bring it into the limelight. Thus, there’s no room for hype-building sales letters and wild promises. You provide useful, actionable advice that allows your target audience to handle a problem – it’s that simple!
What makes the reverse engineering strategy so great is that you have no trouble selling your paid services/programs to customers since they are already impressed by the free content your share.
Initiating a Conversation via CTA
A convenient way to implement reverse engineering in an online setting is to put out a particular CTA (call-to-action) at the bottom of all the content your produce. Some key points –
- It could be something as simple as a free webinar invite, or something more “pushy” like an invite to call the company for a consultation.
- The nature of your CTA does not matter as long as it prompts the target consumer to move deeper and deeper into your revenue funnel.
- It is important for content marketers to ensure the action they request the consumers to take via their CTA is directly proportionate to the level of trust they’ve built up to that point.
- Leverage tools, like Kajabi, that enable you to sell content online. With proven email marketing, e-retailing, and analytics capabilities you have the power to convince the customer.
Did you share a simple, short blog post containing some useful tips with your users? Then it might not be wise to ask them to invest in your expensive training program just yet. However, you can request them to download a free eBook, or invite them to a free consulting session for further details on the subject. Thus, the more useful your content is, the more you can ask of your audience.
Bonus Tip – The call-to-action should not seem out of place. It needs to be on-topic. Your prospects should think of it as the next logical step while making the transition from a visitor to a loyal consumer.
Become an Authority on Your Subject
Now that you have a better understanding of your scope for progress, start opening up. After all, the aim of your site is to attract good traffic and sell your content. The more you show off your knowledge and expertise through the medium of your content, more consumers will place their trust when you engage them in conversation. This is why it’s important to post frequently. But it should never become a case of quantity over quality.
Some rules to remember:
It’s People First, You Second
People will visit your website regularly when you post helpful, practical, and engaging content. Also, ensure your posts come early and often. This might seem like a lot, but having a good content strategy will do the trick. In the end, it all boils down to staying in the public eye.
The more people take notice of your content, the more they will talk about it, and this will make it easier for you to start a conversation with your audience. HubSpot research explains how a people centric content strategy can help you scale up.
Smart Testing Is A Key Success Enabler
Before you post any content, test it out on social media to see how people react. The content could deal with a new service/product, something that interests you, or a personal experience.
Depending upon the responses, you can figure out whether the post is conversation-worthy or not.
A lot of comments mean this sort of content fits your marketing strategy and is capable of generating traffic.
Just make sure that you apply the reverse engineering strategy and transform it into a conversation.
Basically, the meat of your content remains the same; the format and approach change. Consider using one of these A/B testing tools.
Create Headlines That Make Heads Turn
It’s important to frame your headlines correctly. Make sure you do not ask your audience sales-y questions like, “Hi, need any help with content marketing?” Instead, write a post on the same topic, and make sure the headline captures the audience’s attention. When they read the content, the quality should be good enough for them to want to subscribe to your services. Check out QuickSprout’s guide to writing catchy headlines.
Content marketers who want their business to grow should focus on creating better content. Then it’s time to find the people who benefit from it, and hook them via reverse engineering strategy.