How do I get found on the internet? By giving free stuff.
“Getting found on the internet” revealed over 656,000,000 results in a Google search.
Needless to say, it’s a worry for many.
With the billions of pieces of content published on the internet every second of every day, how can someone even hope to be noticed? Isn’t the internet saturated enough as it is?
Enter inbound marketing.
Inbound marketing is the counterpart to outbound marketing. Briefly explained Inbound brings customers to your business through valuable content where outbound seeks out customers through sales pitches. Think of it in terms of a helpful blog about different ways to unclog a drain yourself from a plumber’s website versus a billboard advertising for plumbers.
Basically, you provide solutions to common problems your target market experiences. By publishing valuable content with the goal of attracting visitors (or leads) to your website, they are wowed by your experience and then decide to become clients.
You’re probably wondering…
“how do I pay the bills if I’m just giving stuff away for free?”
It sounds counter-intuitive, right?
Well, that’s not exactly accurate to say you are simply giving knowledge away. It’s not so much you giving away free things at your expense, it’s more accurate to call this an exchange of information.
Visitors to your website will click through your blog, come across an offer for MORE information in exchange for their email. This is called a Call-to-Action.
Need an example? Click here to learn how a Call-to-Action works!
If your blog and information thus far have delighted and educated them, they’ll be happy to learn more from you! Once you have a visitor’s email, they have become a lead.Inbound vs Outbound: a helpful blog about different ways to unclog a drain yourself from a plumber's website vs a billboard advertising for plumbers. #marketing Click To Tweet
Why you should give away your knowledge and experience for free in order to attract ideal customers
Your ideal clients are already on the internet, searching for answers to their problems. All you’re doing is providing attractive, valuable answers in the form of content that will assist potential clients to seek you out.
By publishing valuable content, your prospective clients will see you as an authority on the given subject. Who would you rather work with, someone with zero proof of their claimed experience or someone who regularly explains problems and solutions that pertain to your exact issue?
Using your published content, you’re driving traffic to your website through common keywords used by your target market and through social media, SEO, and ad campaigns.Who would you rather work with- someone with zero proof of their claimed experience or someone who regularly explains problems and solutions that pertain to your exact issue? #marketing Click To Tweet
How is this any different than “working for exposure”?
If you’ve been on the internet the past couple years, you might have come across The Oatmeal and his brilliant little comic about this topic.
“Working for exposure” is not something you should feel pressured to do in any situation. Unless it’s intended for charity, a favor, or whatever no one should be forced to work for free, especially when payment was agreed upon initially. It cheapens your industry while allowing shady contractors to skim undervalued work for their own gain.
But this not working for free.
You, the expert, have control over the flow of information. You dictate and decide what’s going out, where, and when. You are not answering to anyone except the relevant topics your audience wants to learn about.This is not free work for a client, but wide-ranging, accessible and valuable information designed to draw people to you with the ultimate goal of closing a lead and converting them into a paying client.Remember, this is not “work for free”, it is an exchange of information – want more information, need an email address! No cost to the reader except their contact information. The reader also gains education, resources, entertainment or they wouldn’t bother giving you anything.
How should I share my knowledge to attract more potential clients?
Each piece of content you publish is an opportunity to attract new visitors and convert them into new clients. By continually building a library with valuable and interesting content, you expand your credibility. You can share your expertise in the form of content like the following:
1. Visual: Infographics, illustrations
2. Written: Blogs, Ebooks
2. Audio: Podcasts
3. Video: Topical Videos, Vlogs, Whiteboard Animations
Just to name a few.
Now that you know why you should share your valuable expanse of experience in order to get found on the internet, what should you share? Where should you share it? You’re asking the right questions! We will cover more about content in a future blog, but in the meantime, if you’ve got any questions, please contact us here!
If you’re hungry for more, we’ve got plenty to sate your craving and no Exposurebucks required. Looking for more about content?
Check out this free editorial calendar download for organizing your content, keeping your channels full to the brim and your audience engaged.
Not sure who exactly your audience should be? We’ve got you covered. Click here to discover who you should be targeting for your business.
If you’re ready to elevate your brand, there’s no time like the present. Our fully custom, strategic marketing plans will get your business to where it wants to be. Contact us today for a hassle-free complimentary discovery call.