I recently received an email question from one of my subscribers. Here is what they asked: “While I want/need more clients to sustain financially I don’t want to come across as insincere or fake with my marketing. How can I attract more clients and stay true to who I am?”
Great question and the answer they are looking for is “Inbound Marketing.”
Inbound marketing focuses on creating quality content that magnetically pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
As the old saying goes, “Sharing is caring” and inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.
A powerful way to leverage Inbound Marketing in today’s day and age is to create short and helpful Videos. Video is inexpensive to make, fast to create, easy to share, and consumers love it. Google also owns YouTube which is the 2nd biggest search engine in the World. I have found that if done right, you an also get these YouTube videos to rank really well in the search engines (a topic for another day).
By uploading videos to You Tube and sharing them on Social Media you can deliver helpful tips and information to prospects and existing clients to build relationship in advance, make selling a non-issue, while remaining sincere.
So Here is a Simple Video Inbound Marketing Process That Your Business Can Follow To Attract Customers:
-Find Topics: Find common questions your clients and prospects have. Answer those questions in short, helpful videos. A quick way to come up with a lot of Video ideas is to make a list of the top 20 Frequently Asked Questions. Then make another list of the top 10 Should Ask Questions.
-Create a Short YouTube Video:
Shoot a video and upload to your You Tube channel. A simple format for your video might be: 1. State the question or problem you will be covering in the video.
For example, if I wanted to answer a question about “How can I use Google AdWords to grow my business I would state something like, “In this video I will be showing you how to use Google AdWords to grow your business.”
2. Tell them what you are going to tell them – In this section simply tell the viewer what you will be covering in this video. Carrying on with our example I might say, “I will show you 3 reasons why Google AdWords is a great way to promote your business, 2 ways to tell if your business should be using Google AdWords, and a simple tip to get started with AdWords.”
3. Give one or more helpful tips
– In this section of the video share some good helpful information. I like to share enough to wet their appetite and help them. By helping them in this way you will create a desire for them to want to learn more from you and a certain percentage of people that read or watch your content will contact you to learn more. 4. Tell them what you told them
– aka Recap what you covered in the video.
5. Call to action – Tell them what you want them to do now. At this point you have helped to answer their question and you now have earned the right to ask them to visit your website, subscribe to your YouTube channel, sign up for your email newsletter, schedule a free consultation, etc.
That’s it my friend. A simple formula for you to create helpful videos that deliver value and position you as the expert that you are. I would recommend keeping them shorter – ideally between 2-5 minutes.
Once your video is uploaded to YouTube its time to move onto the next step….
Just because you create this awesome content doesn’t mean anyone will ever see it. This is a BIG mistake I see most business owners that actually DO crete content make. They make the faulty assumption that if they publish content that its enough for it to start attracting people to you. Wrong. The Internet is a BIG place and there are billions of video and websites out there all begging for the eyeballs of your ideal customer. Once your content is created its now your responsibility to Share and Market the Video everywhere you can. One of the things I do when I create a new piece of content is to run through a little promotional checklist. Promoting your newly created content is a critical step to bring you to the next level.Here is my personal Social Sharing checklist:
1. Social Sharing Via YouTube – If its a YouTube video you just uploaded one of the first things I recommend doing is clicking on each Social Sharing Icon under the “Share” section of the You Tube page (as shown in the screen capture below).
2. I then recommend sharing the video on your Business Social Media Channels (Twitter, Facebook, etc.).
If you didn’t already share it on your Business Facebook Fan Page, your Twitter account, your Business Google + page
, your LinkedIn Business page, etc then you will want to do that here.
3. Share on your Blog
– Whenever I publish a video on YouTube I will often grab the Embed code for the Video and create a Blog post on my site with some accompanying text to support the video. You can promote this blog post for some added exposure to your content. Note: this is my preferred way of sharing video content as the video is presented in the ‘frame’ of my website structure (which has an Email opt-in form, links to my Webinars, a quick and easy way for people who just watched the video to contact me). Here is an example
of a Video Blog post on my Blog.
4. Manual Labor Posting –
At this point there are still lots of ways you can promote and share your content for Free. For example, there are a lot of Free tools you can use to ‘spy’ on your market and ‘listen’ to the conversations they are having. One such tool is Google Alerts. This blog post I wrote about Google Alerts
can give you some ideas on how to best use it. There are also a lot of social media listening tools where you can “listen” to the conversations your ideal market is having and then go there, get involved in the conversation in a helpful way. These tools
may help you in that effort. Online forums, Facebook Groups, twitter conversations, etc are great places to promote your new video for free. You simply look for people asking the question that you now have an answer to and share that with them.
5. ‘Feed The Beast’ With Some Paid Traffic – You might consider ‘Boosting’ Your Facebook post with $5-$10 over a period of 3 days (I don’t recommend a 1 day boost ever. That’s what is called a ‘sucker bet’ in Vegas and Facebook uses it to extract cash from unknowing Fan page owners). If you are going to promote a post always go with the 3 day Boost at the very least. If you are more advanced or are working with an agency like ours you can run more targeted Facebook Ads to bring awareness to the Content you just created.
6. Consider sharing your content with a Paid Social Bookmarking Distribution Service Like Only Wire
. You may also consider using a paid service like Only Wire to get even more exposure of your new content. Check out onlywire.com to see if its a good fit for your business.
7. Rinse, wash, repeat – Once you have gone through that process and promoted your new piece of content its time to ‘Rinse, Wash, and Repeat.” I do this about once a week but if you have a bigger team you may consider publishing multiple pieces of content each and every week.
There you have it my friend, a simple video inbound marketing system that you can follow to create quality content that attracts customers to you. Inbound marketing focuses on creating quality content that magnetically pulls people toward your company and product. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time. Give it a shot in your business and see how it works for you.
To your success,
NH Strategic MarketingPS – If you want to see another example of Inbound Content Marketing checkout one of my upcoming Google AdWords Webinars
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