April 25, 2020

3 Reminders in Using Content Marketing to Generate Leads

Every company knows content marketing is important in generating leads. Your chances of ranking in the SERPs improve when you offer content that is helpful,informative,and authoritative. That said,it’s not enough that your content is long and winding. Here are some reminders in using content marketing:

Write for Users

It’s easy to just think the content you produce should be SEO-friendly,but with the latest improvements in Google’s search algorithm,much emphasis is on the intent of the query. This means that your ranking may be affected if your content is generic and robotic. Rather than focus on getting to the number one spot,work on giving valuable information,which will get you there faster.

Be Solution-Oriented

Customers want to get some value out of your content. If they have a problem,they want that solved instead of you just pushing your product onto them. Part of your lead generation strategy in HK is to identify where in the sales funnel your customer is,and help them along. To do this,offer information with a clear solution presented,and add a call to action to guide the customer to act. Provide links to other resources if they are not ready to buy,rather than switching to hard-selling.

Give Users a Clear Direction

As mentioned,not everyone who views your content is ready to buy. Those with a more generic query may be looking for information first,and you can retarget them later on. For now,your content goal is to be a person of authority,and hopefully have them visit multiple resource pages from your site. A well-structured website should help with this,particularly if you group internal pages strategically. For those who are ready to buy and use long-tail keywords,on the other hand,suggest your products as solutions that fit their query the most. If you can address their pain point,they will be ready to buy.

When it comes to content marketing and lead generation,always think of the sales funnel. Know where your customer is in the process so you can ease them along.

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April 24, 2020

The Face of the Company: How to Position Your Company as an Authority

A company can have the best people in the industry,but without the right connections,it still won’t be successful. This is why it’s important for you to position yourself as an authority in your niche. One of the ways to do that is to determine the faces of the company and make sure they are visible to prospective customers or clients.

Here’s how you can position your company as a figure of authority:

Connect Your CEO with the Right People

For many companies,it’s the CEO that is the face of the company by default. If this is true for your business as well,you’ll want your CEO to be friends with people who can boost your company’s image. A successful business coach,for instance,will be a good friend for a serial entrepreneur working on their next venture. A food blogger and a food stylist would be a perfect fit. A publisher can be the best friend of your marketing company. The connection tells people that a person of authority trusts your CEO,which translates to them becoming more likable to customers or clients and being more successful in lead generation not just in Hong Kong,but even worldwide.

Find Talks for Your C-Suite Executives

This can also be for the primary face of your company,but there’s no need to limit yourself to one. There are several leaders in your company,and each of them may be experts in their own field. Getting them engaged in talks will position your company in each field as a business to watch.

Get your head of brand,culture,or human resources to talk about manpower. Get your CFO to discuss how SMEs can stay afloat. Your product development lead can talk about logistics or manufacturing. This way,you’re not getting a boost in your main industry,but you are also building your reputation in other partner industries.

There are several ways to build your authority as a brand. To get your name out there,leverage your experts and use their skills to boost your company’s visibility.

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