There are several tactics that can help you successfully learn leads through your website and build your business on the Internet. Online marketing in Calgary comes in many shapes and forms. The only hard-and-fast rule is to always offer something of value to the consumer.
Just about every business has the ability to provide something of meaning and use to their online visitors. The first thing to do is to conjure up the questions you are most often asked at your business. Creating an eGuide or whitepaper to address and clarify those potential issues and concerns allows people to learn about you and what you do without the requisite sales pitch, and are a great introduction to your company and mission.
The Evolution of Online Marketing
Online marketing in Calgary has changed from aggressive keyword and search engine optimization (SEO) strategies to a more user-friendly approach that is better for both clients and businesses. Search engines are concentrating on quality content above all else, meaning as long as you pay attention to your website and what it delivers to the consumer you should be posting good results.
However, sometimes it can feel like blogging and updating every day just means more work…and more words. People may visit, but then leave right away, and are not interacting with your site like you would like.
Sometimes people want to spend more time browsing through a website, but they are simply busy with everyday life. Condense and simplify all the effort you have put in to your content into a downloadable eGuide or whitepaper for users to print up and read at their leisure.
The Makings of an eGuide or Whitepaper
An eGuide or whitepaper is a no-pressure online marketing method that should be more informative than “sales-y”. The basics generally include:
- Enough material to encompass several pages (the general guideline is 6 to10).
- Illustrations, charts, graphs and images.
- A professional, direct style of writing.
- Lots of documentation and research.
Topics can of course range greatly depending on what your business does, but should always be focused on the following.
- Filling a need.
- Driving home your experience in your business.
- Being substantial and robust.
- Creating trust.
Don’t concentrate on your company and turn the microphone to the consumer. Think of this as an interview, and the client is asking the questions. An eGuide should not be thought of as an opportunity to make a sale, but more of an opportunity to make a positive impression.
Example Ideas For eGuides and Whitepapers
Every business has the potential to generate a number of eGuides and whitepapers. There is no limit to what you can come up with by using your imagination…and your sales team!
As mentioned, a good place to start for your first eGuide or whitepaper is to take stock of the most frequently asked questions your sales staff receives. By compiling a report that covers the gamut of queries, you not only help your potential client understand what you offer, but you also provide a resource for your staff to refer to as well.
Some examples may include:
- An insurance company may provide an overview of the nitty-gritty of your home insurance.
- A home builder may offer the steps to financing your build.
- A health food store could highlight ten exceptional products.
- A mechanic may outline service tips for between appointments.
And so on!