Google is nearly 25 years old. It is rolling out a wide-reaching search engine update that it says will improve the quality and authenticity of your search results.
Google wants to STOP content creation that speaks to its algorithms to get higher rankings on – SEO-search. Google says it is all about quality, not quantity.
Google wants to re-start content creation that is for human readers. Now it wants content that
- adds value to the conversations – your point of view and experiences
- along with product reviews that demonstrate first-hand expertise.
At the same time, across the world – global and local advertising budgets are struggling to reallocate the $600bn of annual advertising budgets – with Apple, Google and the impact of new privacy laws – that stop digital ROI dead?
The cost of getting new buyer ATTENTION + ENGAGEMENT is skyrocketing – it will never be cheaper than today.
Paid advertising, at its core, is about interrupting people – getting their attention.
Good content is the key to unlocking attention and engagement with buyers, customers, and clients.
The problem: People hate advertising content.
“… said Joanna Coles, the former chief content officer of Hearst Magazines, during a session at the Advertising Week conference in New York.
“And it’s all advertisers’ fault.”
Seated next to her, nodding in agreement, was Marc Pritchard, the chief brand officer at Procter & Gamble, one of the largest advertisers in the world. Advertising is often irrelevant and sometimes “just silly, ridiculous or stupid.”
One of the solutions is to stop chasing and interrupting potential buyers – and let your ideal buyers walk toward your business.
It’s called Social Selling – We now live in a social selling economy.
Social Influencing and Selling (#socialselling) – is where your ideal potential buyers walk towards your business rather than your business chasing them – it’s free.
Social media organic posts are free across every social media channel – rather than interrupt, potential buyers now join in their social media conversations.
Five years ago, a blog would deliver new revenue. Today it’s a multiple-layered content approach with video at its core, along with a social media content velocity strategy – that captures more attention – engagement and sells more – at high speed.
At a practical level, how can you improve new client acquisition?
1) Focus on educating your potential buyers at every step.
The four key areas are
- Advertising Creative – design – answer your ideal buyer’s question – why should I only buy from your business?
- Landing Pages
- Website Conversion Optimisation
- Content
Advertising creative works best where it feels like you’re meeting every buyer at the top of the sales funnel, gently guiding them at each step to purchase.
Answer these questions from your potential buyer’s viewpoint
- What is the problem that you are solving?
- What are the brand and products for sale?
- Why do I need this now & how will this improve my life?
- How can I trust you to be the best option among your competitors?
If you are paying for advertising, make it not like an advertisement – come off more friendly, helpful, aspirational, or educational.
Landing Pages
Landing Pages are the best way to optimise your traffic. Websites are not an efficient way to turn visitors into buyers.
Landing pages address
- The visitor’s intent – which channels are they coming from, and what do they need to know?
- Who are they to your business? (a high LTV customer, cold first time, a subscriber, past subscriber,)
Conversion rate optimisation
Conversion rate optimisation – allows you to lower your customer acquisition costs by getting more value from the visitors and users you already have. Optimising your conversion rate can increase revenue per visitor, acquire more customers, and grow your business.
It is time to ACCELERATE communities of PASSIONATE NEW BUYERS by fuelling and facilitating their insatiable hunger for authentic content and conversations – so your business captures enormous attention and engagement – influence and sell more.
Now the most valuable asset in the world today is attention.
The FASTEST growing businesses have one thing in common they get more attention on multiple social media platforms – every day.
- They get more attention first
- Next More engagement
- Influence and Sell More.
Our business reflects the human truth: we are a social and human-first digital agency built on strategic narrative and pitch across platforms.
We accelerate powerful buyer insights gained through micro-content that ultimately influences actual business results.
Your ideal buyer truth is our lifeblood – we are loyal to it, defend it and accelerate it.
There is no longer a single, generic message served to a mass audience – now drive buyer attention and revenue growth by speaking specifically and differently based on who they are, by listening and understanding more.
If you have read this far, thank you for your attention.
It means a lot. I hope this helped you even a little bit in better making sense of this topic. If so, please, share it with a friend who might also benefit from it.
Thanks for reading,
David
