First we only had the website to promote. Now we need to promote also the blog.
On the other hand the right keywords will draw attention to the blog, just as we get visitors on our website by organic search: we don’t use advertising still we get interested visitors.
So what content could we write to get the right type of people?
There for we need to look into what kind of people we want to attract to sell our web service to.
In general people who are looking to get:
- More leads than they get now, and wanting to pay for these leads
- More sales
- Sales requiring less costly lead generation, lead acquisition and sales cycle
People to address to:
- Business people
- Managing marketing or sales
- CEO, managing and executive directors
Type of business:
- Soho, SMB, SME both national and international – excluding large corporations and big financial institutions.
- Manufacturers, Distributors, Resellers, and Value Added Resellers
- Business Services: from independent consultants to larger partnerships.
Relevant and interesting content:
Then we need to define the content these people would find interesting and relevant to their business:
- How to get more leads than now
- How to get more sales
- How to Close Sales requiring less costly lead generation, lead acquisition and sales cycle
(This starts to resemble a squeeze web page, but it isn’t – however don’t hesitate to email us)
Crossing communication channels:
We believe the main problem is in getting the content to the above defined market groups, as most of these people are busy running their business or are in the process of getting leads and closing sales.
These people are not into reading blogs or being subscribed to an RSS feed and actually reading them. They have other problems on their mind.
Of course, they will occasionally use a search engine when they are looking for a change in their current methods of working or lead generation. But how many will search for “leads from website” or “website visitor company identification”. Probably not many as most people look for brand names or widely known solutions.
The best would be if our content would get duplicated, reformatted or rewritten and published into the communication channels addressing the defined market segments.
This is crossing the communication channels: from a blog to a printed or electronic industry magazine.
So the problem comes down to:
- What are these people interested in?
Probably: Increasing lead generation, more effective sales or shortening sales cycles.
- What do these people read or listen to?
Certainly not our blog, maybe a printed or electronic version of an industry publication / trade magazine.
And news papers.
Of course these people will be viewing television.
The chance of a startup getting television covering is zero to none.
- How to achieve crossing of the communication channels?
The blog content needs to cross over and be converted into another communication channel.
A communications channel, which addresses the target markets and people
How to cross channels?
How does this blog content get picked up by a journalist of the right media?
We can make sure the content of the blog gets into as many feed aggregators as possible using RSS.
We hope to make the content interesting, related, relevant and suited for the target market.
Then it is likely the content will be having a higher chance to be picked up by editors or journalists, than not relevant content.
The more different posts addressing different subjects, the more chance we have to get attention and copied.
Or we should come up with a brand new disruptive marketing or sales statement or concept.
Relevant content: Leads and Sales:
As all businesses need more sales or sales requiring less costly lead generation, lead acquisition and sales cycle, these subjects should define the content of this blog.
(Note: We already started with mentioned both keywords: lead and sales in the title).
If you have any suggestions, don’t hesitate to comment this post.