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Imagine you're a student struggling to understand a difficult concept in one of your classes. A friend who aced the class last semester offers to help but ends up just regurgitating the same information you already got from your notes. Frustrated, you ask if they can give you any insight that might help you better understand the subject. "Sure," they reply, "but that wouldn't be fair to the rest of your class because it would make it too easy for you."
When most people think of marketing, their minds automatically turn toward finding ways to attract new customers. In the process, they're overlooking one key customer segment, and that could be costing them enormously.
Who is this precious group? Their existing customers.
When it comes to developing content, few buzzwords are thrown around quite as much as "keywords." While quality content remains by far the gold standard for SEO, keywords can be very helpful for guiding search engines and those making queries on them to relevant content on your website. Of course, figuring out what keywords to focus on can be a challenge. Keywords should match the vocabulary and information sought by potential customers, while also flowing naturally within the piece. Here's what every professional should know about finding quality keywords for their website.
There's something about high school that inspires loyalty for decades after graduation. For an outsider looking in, it can be difficult to understand why people care so much about their past high school experiences. Whether it's journeying hundreds of miles for a high school reunion or feeling offended when someone insults the old sports hero, high school loyalties run deep for many people.
Few people exemplify skill and teamwork better than a well-coached relay team. Whether at the Olympic Games or a high school track meet, the relays are often one of the most exciting events.
Relay teams typically consist of four of the most highly skilled runners at a particular distance. But skill alone isn't enough. The teams must practice together to get their timing and execution just right. It takes a great deal of teamwork to win a relay event.
In a relay race, runners must pass the baton from one to the next within a predefined zone. If they fail to make the handoff within that zone, they are disqualified. At the same time, the runner receiving the baton cannot start their leg of the race from a complete stop. The amount of time they'd lose would be astronomical. That means the runner handing off the baton and the runner receiving the baton must time their running perfectly so that the second runner can pick up speed while still receiving the baton within the zone. This requires a level of precision that can only be developed with practice and considerable communication. When a team masters this aspect of running a relay and combines it with phenomenal skill, they can accomplishes incredible things.
How running a relay relates to running a business
Like running a relay race, running a successful business requires more than just having talented people. You could hire people who are absolutely genius in their respective roles, but if they can't communicate well together, they won't accomplish much.
Building a successful team in a professional environment requires finding employees who can accomplish their jobs effectively, but also fit together as a group. When a relay team is working together, they understand how their roles fit together to form a cohesive unit. The same is true of your organization. Everyone on your team must be clear about their individual role and how it relates to the end goals of the organization.
The handoff
As with a relay team, the handoff is critical in business, too. Every member of the team has their own job to do, and handoffs dictate how well potential leads and prospects are passed from one department or team to the next. When these handoffs are handled well, leads are moved seamlessly down the sales funnel, and relationships develop and grow.
The perfect handoff occurs when the members of the team know how to communicate with one another. They understand each other's respective roles and strengths and know how to work together for the betterment of the team. For example, in a team with weak communication, the marketing department might hand off a lead to the sales team before that lead is ready to move along. However, when the two departments communicate and understand each other better, they improve their handoff skills, boosting the odds of conversion and success.
Track and field can be a source of entertainment, but also inspiration. The next time you see the sport, watch carefully how well the relay team fits together. Use some of their insight when planning your hires and organizing your business.
When it comes to producing valuable content, countless marketing and business professionals will tell you that you 'should,' but not many delve into the 'why.'
"You need content to bring customers to your website!"
"You need content to keep up with the digital age!"
"You need content because that's what your customers seek!"
These responses are the 'reasons' most often given for spending time creating content for websites and marketing materials.
In truth, creating valuable content will help you grow your business and improve your bottom line. Here are two key ways it accomplishes this:
1. It helps you build trust with your customers.
People don't accept advertisements at face value. They choose brands based on how well those brands meet their needs.
When customers go online, they want to find answers to their questions. They want a brand to understand the problems they face, offer solutions, and explain why their products are the best at meeting those needs. When a prospect finds a company that answers their questions again and again while also providing them with a service that comes with good reviews, the decision to buy becomes a no-brainer.
Valuable content builds a reputation of authority and leadership in the minds of customers. They come to see you as someone who really knows your industry and feel confident knowing they can turn to you whenever they have questions. This increases loyalty and the potential for future sales.
2. It's more likely to be shared, increasing your brand's reach.
Customers today live on social media. Just about everyone has a Facebook or Twitter account. People use these profiles to share things that interest them and offer value they think others might appreciate. When you provide your customers with repeated value, you enhance the odds your material might be shared on these social sites. When content is shared, it automatically increases your reach, while also building credibility in the minds of all those who see the share. Customers tend to trust referrals more than standard advertising.
How to develop content that can work this way
The potential for quality content is incredible. Your task is to learn how to capitalize on it. Here are six steps to get you started:
When you take the time to develop valuable content for your customers, you're investing in helping your business grow. Take the time to create content your customers will appreciate, and watch the impact it can have on your brand.
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