How To Win With Content Not Cash
Tamara Loehr - How to Win with Content, not Cash “You’re So Vain” was a great song for Carly Simon but vanity isn’t such a big hit in business....and you need to understand what ‘vanity’ is and how to replace it with something far more productive - and profitable. Content is the reality from which all else flows. Use it wisely and you’ll like the music it makes. We all know the old business saying: “Turnover is vanity, profit is sanity and cash is king.” In the digital marketing world Tamara (online specialist) has termed a new phrase: “Website visits are vanity, content is sanity..and cash is King.” When it comes to “likes” and “followers” that’s just vanity at the end of the day. What I’m really interested in is how engaged your community is online and, more importantly, are they converting? Are they contributing to a conversation and, better yet, are they referring people? It’s not about someone simply liking something you said. Most of this content is found organically because less than 30% of people are actually clicking on ads and we know that very few go past the first page on Google. Everyone’s fighting to get access to new customers so clicks are going through the roof but, for me, that’s a lazy approach. You often can’t compete with the huge budgets of competitors, so what I’m focused on is how to get more people clicking on the organic. It’s imperative to get onto page one...and that’s a real art. People won’t find you on page two, so how do we get onto page one organically so that we capture the 60-70% of people who don’t choose the ads? This was our challenge at FivePointFour. When I joined they were quite a small business and I came on to take equity and grow the business through social media. We took the business to over $10 million in under two years and that was achieved purely through a smart, low cost strategy online. It was built around organic traffic adding value and creating a community online that helped grow the business. Perception is critical - and is often interpreted as the reality I don’t tend to see shopfronts anymore. My shopfront is my computer browser and shopping online (often late at night) so what people see online is all they’ll ever see of you. Gone are the days when every businesses needed big shopfronts. What people see of you online is how they perceive you. I have an interesting exercise I conduct that underlines the point. I put up the website of a company and ask a few simple questions: How big are they - local, national or global?; how many employees do they have?; do you trust them?; would you buy from them? After we rate the answers I bring up another website and ask the same questions. The group doesn’t know it but it’s the same company only this time I’ve rebranded and repositioned them as the experts in their field online. The answers are chalk and cheese. The first responses are along the lines of a small, local company from whom I’d be reluctant to buy. The second one? A global company with at least 50 employees who I would definitely trust and from whom I’d confidently buy. So before you throw good money at paid advertising keep in mind that 97% of people buy based on perception so how you present yourself online is critical to increasing your conversion rate, regardless of the spend. The TRUST factor can never be underestimated and it’s all about building rapport. In the old days a salesperson would go out and build a relationship but, when it comes to online, people rarely even pick up a telephone. They want to be able to see that you are trustworthy - through the eyes of your customer reviews and recommendations. The trust factor is one of the best and cheapest ways to convert online. And that’s where I specialise and spend a lot of my time - creating content that is going to position you as an expert who is a trusted authority so that you convert without any physical touchpoints. At FivePointFour we convert pretty much all our business online with 40% of our customers coming through word of mouth. It’s all done on social media which is cost effective. So let competitors pay a fortune for clicks, while you spend all our time concentrating organic traffic through telling your story online. It works!