If you really want to sell your product or services online, you can't rely on traditional sales and marketing/branding efforts alone. The sale often goes not to the business with the best marketing or even the/ best offering, but instead to the business who has won the market's trust and appreciation via useful content.
If you’re ready to get started with inbound marketing, you need great content. But you don’t have to start from scratch. You probably have more existing content than you realize.
Content marketing may be an essential inbound marketing technique – but it can also be a helpful sales tool. By mapping content to specific points along the sale process, you can lay a foundation of trust that can lead to more sales.
Successful content marketing requires consistent publishing – but it can be a challenge to keep your coffers full, especially if you've been publishing for years. Reviewing your existing content is a great way to measure how far you've come and get new ideas.
Content lays the foundation for successful marketing. It can educate, persuade and build trust. With blog posts, white papers and social media updates, you can create a powerful – and cost effective – inbound marketing system that brings you new leads and sales.
Content marketing is an excellent inbound marketing strategy that proves value to customers while raising your rankings with Google and Bing. But, regardless of what some companies will try and sell you (since they can charge every month for it...), it is not the first step you should take to promote your business online!
Successfully marketing your software company is more than setting up a website and distributing a few press releases. You’ve got to accomplish four goals with your software marketing campaigns:
Are you a software marketer who thinks that software can sell itself? This is your wakeup call! No matter how terrific your features are or how much time your development team has put into understanding the needs of your target market, your sales are going to suffer unless you market your software correctly.
Your market is global. Your website—not so much. It’s ok—you’re not alone! The fact is, companies everywhere are scrambling to make their businesses accessible to a worldwide market. Creating or adapting websites to local culture and language, also known as website localization, has become a big priority for businesses around the globe.
World Internet Stats estimates that as of 2011 over 60% of Internet users are non-native English speakers. This figure represents vast revenue opportunities. If you want to tap into them, your website needs to speak to these potential customers.
Website content is key. Use these website localization tips to help you optimize your content for local audiences:
1. Target your market. Use correct keywords throughout your content, at a density that will sound natural to humans and also get properly indexed by search engines. Long tail and secondary keywords that include the regional or city name target your markets more precisely. They are invaluable in website localization. After all, “California sushi bar in Dubai” will lead locals to the right place, whereas “sushi bar” might take them on a wild goose chase to the ends of the earth.
2. Respect the culture. Focusing your content on the local culture will boost your credibility with visitors. For example, if a website is speaking to a culture that respects seniority and hierarchy, the titles rank and qualifications of your team members will be important to them. In other cultures, such information is not only relatively unimportant—it may well be seen as self-promoting.
3. Watch your language. This applies to everything from avoiding slang to clarifying your pricing and measurements. Just as English comes in many and varied forms (think British, Canadian, American and Australian), other languages contain many regional dialects—something to keep in mind when engaging in website localization.
4. Use a professional translator. We’ve all experienced them. The painfully bad translations that are humorous at best and at worst, a marketing disaster for the companies that use them. Neil Payne, director of cross-cultural communications consultancy Kwintessential , asks the question: “Do all the words, phrases, sayings and metaphors translate directly to the target language?” Whatever the message, native alternatives should always be used in any website localization effort.
Remember—people won’t buy what they can’t understand! Using these website localization tips will help you to tap into the vast global market and create unlimited new revenue opportunities for your business.
Photo by Gary Smith.
“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness...”
Creating well-written, resourceful content to market your business or service can be a daunting task, requiring much time and research. Because of this, it makes sense to make sure that the content that you are working hard to create stays current - and can be used and reused in your future marketing efforts. Enter the concept of evergreen content. So how do you go about achieving this? Take a look at these two examples of content:
Jack’s Diner has been serving up hearty fare for thirty years, since it’s grand opening in 1981.
Jack’s Diner has been serving up hearty fare for over (or nearly) thirty years.
The second example is evergreen content. When you’ve got a hankering for some mac and cheese, that text can be read on a menu at Jack’s today or in five years from today. Here are some rules of thumb to adopt when shooting to make your content evergreen:
- No Dates
- No References to Future or Near Past
- No References to Current Pop Culture - i.e. tv, movies, music, celebrities
- No Dated Reviews
The voice and narrative of your content is also an essential part of keeping your content timely. An all-knowing third party narrator - offering tips and resources to help or consumers solve problems and answer questions - helps to position the content as always current. It reads as sage advice - consistently valuable at any time. This concept also helps you to further position your business or service as an authority among your competitors.
Photo by Smithsonian Institution.
There are numerous content management systems (CMS) available for building a website.