Content Marketing: The Key to Marketing Smarter Not Harder!

Running a business is hard enough. None of us want to work harder than necessary. This is why it’s so important to focus on content marketing. By establishing a strong content marketing strategy from the very beginning, it’s much easier to market smarter instead of harder.

What is content marketing?

Content marketing is all about having content online for people to read. The content can be anywhere: web pages, sales copy, blogs, press releases, and even social media accounts. The content is written in such a way that it gets people interested and shows that you know what you’re talking about.

It’s impossible to know how people are going to find what they’re looking for. They may take a DIY approach at first and look for a guide on how to do something. If you have DIY blogs on your website, they’ll likely find you. Then again, someone could go straight to Facebook to try to find a company that has made a few posts about the subject they’re interested in. If you have an active Facebook account, they could find you.

The more content you have, in various areas across the internet, the easier it will be for consumers to “stumble” upon that content. You, then, drive them to your website where there will be a lead generation landing page. They’ll be interested in the information you have provided and will submit their email address to learn more. This is the first step in generating a lead.

Bring the Customers to You

It’s important to bring the customers to you. Otherwise, you’re creating content that will never get read. How is this done?

Search Engine Optimization

Search engine optimization is all about optimizing your online presence so that you’re more visible in the search engines. There are over four billion searches conducted on Google every day. People are looking for things on their computer, on their tablet, and on their smartphone. If they’re looking for something pertaining to your business, it’s vital that you appear in their search engine result pages, and preferably, on page one.

Paid Advertising

If you have ever seen a banner advertising a company on a blog or a shopping website, that is because of paid advertising. You can have banners that direct people back to your website on various other websites. Usually, you pay per click. The cost per click will vary based on the traffic of the website as well as your banner’s position. You can have paid advertising in Google search engines, in Facebook, and on plenty of other websites, too.

Press Releases

Press releases tell people about upcoming news, such as a grand opening, the launch of a new product or something else that is exciting. These press releases are often shared by major news outlets, ensuring that more and more links are created with information about your business. If someone reads a press release about your business, they’ll likely follow a link to land on a lead generation page of yours.

Social Media

Social media marketing is becoming increasingly more popular. Much of this has to do with Facebook having over one billion users. Every audience uses one social media platform more than another. Younger generations rely more on Instagram while older generations focus on YouTube and Facebook. Creating messages and ads can drive people to the content on your website, allowing you to capture leads.

Email Marketing

Every time you get an email entered into the lead form on your website, it can go into a database. This database will store all of the emails. Then, when you’re ready, you can send out an email to everyone to identify a new product, a sale or some other news about your company. Email marketing is a great way to stay in touch with customers and potential customers. The emails can also drive people to specific content on your site as a way of giving them more information to push them closer to buying a product or service.

Get Social

Content is designed to help you get social. Although you may not be having many face-to-face conversations with customers (and potential customers) you can socialize through your content. Blogs are written as though you’re conversing with someone, providing them with advice, a how-to or trending news. Social media posts are more interactive, asking questions and listening to feedback from those who follow you.

All of the content is to help you become more human. When you’re more human, customers will see you as more than a faceless website. They’ll be more likely to follow you, listen to your advice, and call on you when they need your product or service.

Keep Content Fresh

When you keep content fresh, you will be able to have a constant influx of leads coming in, too. When you have a content marketing strategy in place, you will have the necessary lead tools on your website. As people read new content from you, they’ll be more interested in what you have to offer. They’ll complete the lead form on your website, entering them into the sales funnel.

With the right automation in place, you can continue to feed leads information without having to do anything. Let the leads come to you. This is what I’m talking about when I say we all need to market smarter. There’s absolutely no reason to go chasing around leads when there is a smarter way to get the leads. Besides, no one wants to feel as though they’re being chased. As long as we leave the right bread crumbs in place, they’ll find the trail and come right to us.

The only way to generate traffic to the lead generation landing pages, however, is by having content. Creating content doesn’t have to be an all-consuming task. You can hire a company to do all of the content creation and marketing for you, which is certainly something we can help with if you’re feeling overwhelmed.

By getting in touch with us, we can start a conversation to guide you towards a better marketing strategy. It can make it easier for you to operate your business knowing that content will deliver the leads right to you.

phil fisk digital marketing consultant





Article by Phil Fisk
CEO Coastline Marketing Group, Inc.




Why Are Buyer Personas Necessary?

buyer personas are importantThese days, with the fast-paced digital technology and rampant competition, businesses are continually scrambling with each other to reinvent their existing marketing and sales strategies. As a business owner or sales manager, it is important for you to know your customers. Rather than play the guessing game, by knowing about your buyers’ personas, you will be able to channel your advertising and sales campaign selectively and specifically towards better results.

Targeted Marketing is Powerful and Here to Stay

buyer persona targetingAt Coastline Marketing Group, we place a high emphasis on studying and researching customer behavior and patterns. Many businesses fail simply because they do not know what their potential market is. Your marketing dollars are best spent on an audience that is most likely to be drawn to your products or services. By analyzing and mapping out the personas of your buyers, we will be able to devise the most suitable online and offline marketing strategies for your business.

How Slicing Your Potential Market Can Help

You might be catering to a wide range of customers from varied backgrounds, age groups, professions, education levels, life situations and so on. In that case, creating a personalized marketing campaign to adapt to your specific target groups can be an ingenious strategy. By designing customer-oriented campaigns, you are taking one step ahead of your competition and thinking outside the box. Targeted advertising and communication can be extremely effective and refreshing as opposed to using a generalized and lackluster approach.

Getting a clear picture about your clients can enable you to customize your newsletters, website and marketing style to make the best possible impact. By narrowing down specific groups of clients, with similar interests and level of understanding, you will be able to create campaigns and messages of different complexity levels and themes to best appeal to them. For instance, if you are a small business craft store that caters to different categories of customers, such as parents of young children, students, seniors and professional craftsmen, your website, search engine marketing, newsletters and deals could be personalized individually for each specific group.

Getting to Know About Your Buyer Personas

With a clear picture of your customer base, valuable advertising dollars can be directed towards generating actual leads. Answering these key questions about your customers can give helpful insights about the type of marketplace you are catering to.

Key Buyer Persona Questions

• What demographic groups do your customers belong to?
• What are their professional and educational backgrounds?
• What is their day-to-day schedule like?
• What are their interests, hobbies and pastimes?
• Do they exhibit specific shopping patterns at certain times of the year?
• When do customers need your product or service the most and how often?
• Who do your buyers rely on for information and reviews?
• What are the challenges that you encounter in selling to a particular group?
• Do you know about any specific buyer grievances or objections?
• What are your customers expecting from you?

Intuitive Marketing Is In Like Never Before

Coastline Marketing Group combines a sophisticated approach to marketing by tapping into the complicated structure of the consumer psyche. Businesses, both large and small, do not have to rely on chance advertising, which can certainly be a gamble. Know your market. Connect with the right customers. Be in the right place at the right time. With a solid understanding of your buyers’ personas, you can accomplish exactly that.

Phil Fisk
Coastline Marketing Group, Inc
426 Salinas St
Salinas, CA 93901