Andy Neary (YouTube, Dec 5, 2022) presents Step 3 of a four-step 2023 marketing strategy: creating content prospects are looking for. He recommends publishing content in three places—social media (LinkedIn for B2B), email, and a website learning hub—and producing two kinds of content: educational pieces that answer prospects' questions/objections, and personal/team content that helps prospects get to know you. The goal is to become searchable and a go-to resource so prospects reach out and convert. The talk is prescriptive and focused on practical channels and content types.
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If you want to create a marketing plan built for success in 2023, there are four things you have to do extremely well. Number one, you got to be absolutely clear on who your ideal prospect is. Number two, you have to have a system of capturing qualified leads from those ideal prospects. Number three, you got to create content they are looking for. And number four, you have to have a sales process that converts them to clients. Today I'm going to talk about step three. If you want to find out more about steps one and two, clarity and capture, you can go to our YouTube channel. But today I want to talk about step step number three. Content. Yes, you have to create content for your prospects that they're looking for. Where should you be putting this content? Well, if you're asking me, I think there's three places your content must sit. Number one, social media. And if you're in the B2B space, that has to be on LinkedIn. Number two, emails. You have to be sending out good emails with content your prospects are looking for. And number three, your website. Every website today should have a page dedicated to a learning hub, learning library, whatever you want to call it, where your prospects can find your site if they happen to be searching for the things you're talking about. Let's talk about the content you can create. If there are two types of content you need to create that your prospects are looking for, here they are. Number one, education. Yeah. Think of topics, think of questions, hesitations, concerns, objections. Your prospects have things they might literally put into Google to search for. Create content around that. Number two, create content that lets them get to know you. Listen, the way we build relationships in business today changed with the pandemic. It's not as easy to build a relationship with a prospect like it used to be. You can't just take them out to lunch, play a round of golf, go to a ball game. However, your content in your emails, on social media, on your website, can actually build a relationship with your prospects before you ever, ever meet them. You see, if you just focus on creating content they're looking for and you create content that lets them get to know you, you become very searchable. And when you become very searchable, it becomes a heck of a lot easier for your prospects to find you. And if you take that content, put it out on social media, you put it out in your emails and you put it on your website, you are putting that content in places where they can find you. And when they can find you, you become the go to resource for the education they're looking for, which makes it easier to hire you. So do your success a favor. Do your business a favor. Start creating content. Creating content that teaches your prospects about the things you do. Think about the topics, the titles, the questions they have, and just create content around that. But don't forget to include the content that lets them get to know you and your team, because that is the best way to stand out. That's step three. Convert content that has your prospects reaching out to you. It's what changed our business, and I know it can do the same for you.
