Creating great content is the one best thing you can do for developing commercial cleaning leads for your business. By "content," I mean topics you write about that are posted online in blog articles, on social media sites, and in email campaigns. All three of those media are important; blogging, however, will create the highest value of return.
Content creation is the foundation of inbound marketing. Creating content within the framework of inbound marketing produces a far lower cost per lead (CPW) than any form of conventional marketing (source: Square 2 Marketing).
Are you convinced yet?
According to a recent study, forty-four percent of B2B marketers have a content strategy (source: Content Marketing Institute). It's that important.
If you're convinced, then let's do it.
Planning your content strategy involves knowing your customer profiles (personas) and knowing where they are in the Buyer's Journey (see graphic above). Your goal is to develop content that will intersect your potential customers at any given stage.
Step 1: Plan
To begin planning your content strategy, you need to map your content to the Buyer's Journey.
For example, a buyer in the consideration stage may say, "I cannot continue to manage cleaning my business myself." He or she probably has internal personnel doing the work and it's not working, so he or she is considering a solution to this pain point.
- Plan your content strategy by mapping content to the Buyer's Journey.
- Less is more: Keep your content ideas simple and concise.
- Make all content educational. Share your knowledge about cleaning issues.
- Use the give-a-ways in the graphic above that match each stage of the Buyer's Journey. E.g., don't give away an e-book to someone at the decision stage; they aren't looking for information, they're ready to buy.
- Worry more about the quality of the content more than what it looks like (I'm a web designer and I'm saying this).
Step 2: Produce
Producing content can be scary without a good strategy.
- Begin with a persona. A persona is a semi-fictional representation of your best customer. You need to know whom you're trying to reach. You need to know their buying habits, needs, pain points, and what will help them.
- Focus on one topic or keyword for each post.
- As a guide to content type, use the Buyer's Journey.
- Ask yourself, "How will this help my persona - my ideal customer?"
- Choose a format type: Blog article, social media post, or email.
- Choose a catchy title.
- Choose a content structure: List, How-to FAQ, Best of, Trends, Q&A, 5 best, etc.
Step 3: Distribute
Once you've laid out a plan and created some content, you need to post it somewhere and promote it. Here are some keys:
- Spend as much time on promotion as you have on content creation.
- Begin by thinking of the best ways to share: Web pages, blog posts, social media, landing pages, calls-to-actions, and marketing emails.
- Use social media to promote your blog articles but don't brag, just share.
- For social media, use the three to one rule: Every time you post about something you have done, publish three posts sharing what you like about what others have published. Check out LinkedIn groups centered around cleaning.
- Automate as much as you can. The simplest form of automation is to place an RSS (Really Simple Syndication) button on your website so users can subscribe to your blog feed. The button simply links to your feed URL.
Step 4: Analyze
If you don't see value in your blogging, you'll quit. Most bloggers quit in the first three to six months. If you're able to see results, you'll be less likely to quit.
- Look at how many visits your blog, social media, and emails are getting.
- Are these just "visits" or do some turn into leads?
- Are your posts getting re-tweeted?
- Are you getting Facebook likes?
- Are you getting blog and social media followers?
Step 5: Repeat
This is the easiest part! Once you find a system that's working, keep going with it. This is not the step to relax, however. Part of the repeat process is that you're always planning, producing, distributing, analyzing. Your sustained efforts will pay off in the visits, leads, and the conversions you'll see.
Key take-a-ways from this blog article:
- Creating content specifically targeted toward commercial cleaning will produce leads and conversions.
- Content creation nets the lowest cost per lead (CPW).
- The best content is created with a buyer persona and the stages of the Buyer's Journey in mind.
- Plan, execute, and deliver remarkable content and you'll see remarkable ROI from your efforts.
For a more comprehensive approach to commercial cleaning marketing through the Internet, please download our free e-book below.
If you're serious about marketing your business in the digital age, our e-book will really help!