[Video] How to get people to buy your products, over your competitors’

Jessica Hubbard, Deputy Editor; 19 November 15

Matthew Clark, CEO of marketing technology firm Virtual Edge, says that the key to selling more products is very simple: Content Marketing.

“It’s the critical point that most businesses actually miss,” he explains. “They don’t give out enough information, and teach people about their services, their business and their products.”

He adds: “They are trying to sell all the time instead of educating the client around how their offering can benefit the business. Don’t sell – tell them a story, give them tactics, give them tools, and give them strategies that they can use in their business and everyday life.”

Clark notes that Content Marketing generates three times as many leads as traditional, outbound marketing, and it costs 62% less.

“So if you’re using Content Marketing with the same budget, you get three times as many leads for the same amount that you’re spending.”

“There is one catch to Content Marketing – you need to spill your brains out, onto paper – and that becomes very difficult for people because not everyone has actually written an article or blog before, or shot a video…and getting in front of a camera is scary for some people,” he explains. “But why do people buy from people who have written books, and what does a book do? The author is sharing his soul, his ideas, strategy, and story with you. The author is sharing his content with you, and that’s why there are so few authors out there – because not everybody takes the time to put their ideas down on paper.”

He adds: “Once your idea is out, it’s out there. And don’t worry about it being perfect, worry about it being out there. The moment it’s out there, people will look at it, and take it to heart.”

“Your content is not irrelevant – you might think it’s irrelevant, but the truth is that you always have something to teach, and everyone always has something to learn.”

Content Strategy

However, he highlights that when you put your content out there, you need to have a strategy behind it.

“What do I want people to do once they have read this? There needs to be a call to action to it,” he says. “We get our content out there through a programme called InfusionSoft, and it is incredible for delivering content on a consistent basis…We have specific times set up to write articles, blogs and create videos. We want to have a full on nurturing process whereby we educate people, bit by bit, on our product…so we plug this into a system that automates the entire journey for you, whereby you can just plug in your content and your message gets delivered.”

“You can choose what time, what day, and how often the message gets delivered – so that you don’t also annoy people with too much marketing!”