I hear this frequently from clients who load up their emails and face
book content with offers to buy their “stuff”.
Whether it is bowling, hardware,
admission tickets to an entertainment venue, automobiles, auto parts,
restaurant meals or computer chips, it happens all the time.
So I ask a lot of
questions of my clients; here is just a sample.
Why do you create
content that only talks about you and not about your customer?
Why do you use so
many registration forms in front of your content; don't you think that
discourages people to read further?
Why do you use
social media to promote products that very few people want?
Why do you send so
many emails to your list as response rates drop and op outs become the norm?
Why do you create
little teasers in your blog or newsletter and force the customer to click to read more which results in, you
guessed it, a sales pitch?
The answer I always get is: “Fred, we are
in the business of selling stuff. We have to show real results or get real
leads or because the Boss told me to do it.”
“We just can’t keep giving stuff away.”
I get it. I know
about those pressures.
I also I know that there is a time and a place to us registration forms, a time to place coupons in your email and a time to send a selling email.
I also I know that there is a time and a place to us registration forms, a time to place coupons in your email and a time to send a selling email.
But at what cost?
Bad content and only talking about yourself is simply the biggest mistake of 21st century
marketing.
Don’t take my word
for it. Test it. Send some of your paid search to a blog site, and then measure
it if they share it.
Measure the effect
of that traffic and the benefits of free traffic and then convert those to
leads
Have a great call
to action with great content that “Provides Real Information “and “optimize it”.
Don’t use the registration “gate”; let the content become the lead generation
machine for your business.
Because you need to realize that the PURPOSE OF YOUR BUSINESS IS TO SERVE
CUSTOMERS and when you stop offending customers and prospects with
constant sales messages, your business WILL begin to get many sales.
Because serving customers, sells.