Use Content Marketing for Business Development.
By Martha M. Newman, J.D., PCC
You have a unique opportunity now to win new business and get more work from existing clients despite social distancing and the slow re-opening of the economy. Thanks to the internet and social media, you can capture clients remotely even without face-to-face contact.
Remain Visible.
Competition for business this year is fiercer than ever before. Due to downsizing and collapse of businesses across the nation, service professionals are all vying for a smaller pool of clients. To be successful, you must find creative ways to raise your visibility. One way is to publish compelling content and disseminate it on multiple platforms.
Utilize content marketing.
If you have writing skills or can hire someone who does, you can produce original content that not only keeps you top of mind with clients, but also builds your standing as an authority in your field and reinforces your credibility with referral sources and prospective clients.
Create a Content Marketing Plan.
Talk to your current clients and referral sources about the problems they and their businesses are experiencing as a result of the virus shut down. Search the internet for news and analyses about how the Covid-19 crisis has impacted the kinds of companies and clients you service. Then compile a list of at least 8 topics and produce one article or more per month during the coming months.
Give clients and prospects information they are unlikely to get anywhere else and showcase your expertise in finding solutions for the specific problems they are facing. (following ethical guidelines about non-solicitation of business). Now you must spread your content across the web for maximum benefit.
Turn Facebook and LinkedIn into marketing tools.
Research shows clients are more likely to hire a professional with an active media presence. So, post your articles to your connections as LinkedIn updates, contribute your content to LinkedIn discussion groups and post content on your Facebook page that will be read by clients and prospects you want to bring on board.
Launch your blog.
According to inbound marketing experts HubSpot, businesses that blog regularly tend to attract 55% more traffic than those that don’t. Remember – blogging takes time, energy, and discipline, but brings in desperately needed clients and leaves your budget untouched.
Put your face on video.
According to inbound marketing experts HubSpot, businesses that blog regularly tend to attract 55% more traffic than those that don’t.
“Marketers who use video grow revenue 49% faster than non-video users,” according to Mary Lister with Wordstream.com. Clients and potential clients naturally prefer watching to a two-minute video over reading a two-page article.
Check out these convincing statistics:
- A website is 53 times more likely to reach the front page of Google if it includes video. (Insivia.com)
- Including a video on your landing page can boost your conversion rate by up to 80%. (Unbounce.com)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia.com)
With an HD camcorder, a tripod and video editing software you can produce short videos from your home office and feature them on your website and social media.
Recycle your blog posts as podcast content.
Podcasts are another powerful way to raise your profile and reach your connections inexpensively. You need a good mike, a quiet space and well-written content at your fingertips. Take an online course and learn how to convert articles you have already written into audio.
Beef up your website.
Studies show that between 70-80% of people research a company online before visiting the business or making a purchase with them, according to duhub.com. That is why businesses must take advantage of customers online searches through a good-looking website. User-centric websites that show viewers what is in it for them to visit and that grab readers’ attention with slick design and meaningful, fresh content enhance your chances of converting prospects into clients.
Tap your network.
The fear and insecurities your clients and prospects are facing now make it more important than ever to connect with them personally. Schedule at least five off-the-clock calls each week to listen and offer guidance on how to navigate the challenges posed by Covid-19. Use tele-networking to connect with your referral sourced with virtual “coffees and lunches”. Even though personal contact is limited, you can make sure your pipeline stays full with content marketing and virtual networking.