Give a man a fish, you feed him for a day. Teach a man to fish, he will come back to your website to buy hooks, baits and fishing rods for life.
Written by Reed Tan,
Featured on Strait Times in 2013, Reed is a battle-tested digital marketing consultant who has years of experiences in lead generation, search engine optimisation and digital advertising. He enjoys culinary and occasionally prepares meals for friends and family.
Advertising is getting more pervasive, revolting and intrusive especially in the digital world today. We see advertisements everywhere we go, which really put a bad taste in our mouths.
People just don’t want products and services to be thrown on their face especially when it has no value or need to them.
How can businesses today market their products and services to their targeted audience without being intrusive?
Creating the Bait
In sales 101, the first thing we need to do is to create the need before you sell anything.
In other words, you need a bait. Using content as a bait is the perfect way to ‘hook’ your audience.
Think of it as a digital funnel.
People love to be educated, especially on relevant topics they are interested in. They are definitely more likely to click on interesting content articles than a product advertisement.
People love to be educated, especially on relevant topics they are interested in.
In fact, there are numerous searches on Google every day. If you have been producing relevant content on your website, you are effectively building a pipeline of organic traffic that is demand-based and highly convertible for your business. Of course, your website must be properly optimized via SEO implementation at the first place in order for your articles to be surfaced on search results.
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If you do not have search engine optimization implemented on your website, you can drive traffic via Facebook and Linkedin as well. It is a cheap way to drive quality traffic to your website as the cost per click for content is much lower compared to an advertisement.
However, many people have misconceptions about Facebook marketing, which I will be covering in the later issues.
A Brand that Inspires Confidence
Moreover, a brand that displays expertise inspires confidence in consumers.
Won’t you be more confident and comfortable seeking a product or service from a brand because it provides useful information that helps you in your decision-making?
That said, having useful relevant content on your website is akin to having great salesmanship on print.
Case Study: Anti-Hair Loss Products
Imagine you are running an anti hair loss shampoo business. Every day, there are potential customers looking for solutions and answers online.
Based on these 3 keywords alone, there are approximately 1460 people looking for an answer. They are most likely having hair loss problems and are searching for answers online and want to find out more on their condition.
For example, you can write an article about causes of hair loss. With main aim to educate your audience, you can talk about different types of conditions that lead to hair loss, ultimately cross selling your products at the end of the article. You also can re-target your audience on Facebook via Facebook Pixel on different types of products.
What do you think?
In fact, this article is the perfect example what we are trying to do here. We drive quality traffic to this website by educating you with more information.
If you need help in implementing expertise in your business such as content marketing strategy and search engine optimisation, why not find out more on our digital marketing services in Singapore?