Marketing Plan Specifics: Link Content Marketing To Advertising

Business owners and Solopreneur consultants typically maintain memberships in professional and business organizations and those organizations invariably publish a newsletter. Organization members are encouraged to advertise their wares in the publication. What should you do?

The answer is to confirm your budget after checking out the rate card and jump on it if you’re able. Consider the advertising opportunity as an extension of the content marketing that you produce. If you do not write a blog or newsletter, then advertising is your content marketing and you must make the most of it.

First, consider who will see the ad. If potential clients are members of the organization, then you definitely want to advertise in the newsletter and if available, the organization directory as well. There is also a second audience for your advertisement and that is the organization big shots.

Placing ads in the newsletter and/or directory of the right organization will cause the big shots to look upon you more favorably. They will likely reward you with valuable opportunities for exposure. In exchange for your ad, you can expect to be invited to moderate or speak on a panel, or receive some other showcasing opportunity. You may even be nominated to become an organization big shot yourself. It’s a political thing and if you can scrape together the budget, you are advised to join in.

Frame your approach to the ad in terms of content marketing, that ubiquitous new term for advertising copy. Content marketer and ex-advertising executive Barry Feldman says that first, determine what potential clients need to know about where and how your services fit into their business needs and then decide what action you want them to take on the road to hiring you to solve those needs. Those pillars shape your ad copy, I.e, your content marketing message.

Your content must be compelling, communicating your brand narrative and providing information that matters to prospective clients, even if the audience consists primarily of your peers, rather than prospects. Peer organization big shots can become good referral sources, so take the time to produce persuasive content.

Because life has become a barrage of marketing messages emanating from various media, create content that makes your ad pop. Spotlight two or three products or services only, so that potential clients and referrers will not become confused about what you do. Hire a graphic artist to design a sleek and eye-catching ad.

Be authoritative, never arrogant, and perhaps also a tad provocative, as you concisely describe the challenges that cause clients to hire you and the unfailingly excellent results that you deliver. Weave in terminology that clients use, so that your content will resonate. Remember the call to action, to inspire prospects to contact you when in need of your kind of products or services.

After interested parties read your ad and decide they would like more info, what do they do? Your ad must tell them. Do they email or call, or do they go to your website to fill out a short questionnaire and wait for your response?

Generating prospective client follow-up, also known as in-bound marketing, entices prospects to commit to evaluating the fit between your services and their needs. Most ad viewers won’t take the plunge but if even one does, you will be on the road to good ROI for ad dollars spent. If you get invited to meet with your prospect, you will be 85% of the way to a contract.

As I’ve said before, social media gets all the headlines, but tried and true forms of advertising are still able to deliver results. Advertisers must approach ad copy as content marketing now and aim to teach as much as sell. From the 1960s Mad Men era to the new millennium, if you tell the story in a way that grabs prospective clients, you will get the sale.

Thanks for reading,


What Can a Professional SEO Company Do for Your Business?

Professional SEO companies are an important and integral part of the internet marketing world. Highly experienced in the industry, these companies handle a large range of services related to Internet marketing and advertising. This includes deploying techniques to drive in more traffic to the website by Search Engine Optimization, blogs or online venue.

Content marketing

They ensure high visibility for your website, as well as establish brand equity and awareness for your product or services. Via these companies, the site owner can access a wide range of tools and techniques, which could be otherwise difficult to use. One of the most effective tools in this regard is content marketing. This is nothing else but improving site content with targeted keywords, in order to bring in more meaningful traffic to the site. Such keywords could be targeted to local, regional, national or even international audiences. They help in bringing the visitor who is searching the net for information straight on to your site. This naturally results in increased traffic, more sales, leads and more often, more income generation.

Choosing a SEO company

There are innumerable SEO companies out there. But how do you filter them? You could do an online search or scan through the business pages where you could find information about them. When you contact a professional SEO company, a designated specialist will be charged to handle your job. Based on what your requirements are, strategic plans would then be developed to successfully market your site, business, products and services. The services rendered by such companies include the following: designing and redesigning of websites, creating promo videos, social media integration, designs banners, and so on.

Social media

When you integrate social media networks in your marketing plan, your promotional message would be showcased to audiences across a wide geographical area. When your message gets visible in places like Facebook and Twitter, you get a chance not only to market to the right target group, but also to announce discount schemes and launch new products to an immensely large online audience. This usually creates a buzz, which often leads to building customer loyalty, as well as long-term patronage.

PPC advertising

Of all the possible business entities available today, a professional SEO company is the only resource you have to establish and grow your online business. For improving your result-oriented approach and increasing your revenue, you not only rely on content marketing, but also on pay-per-click advertising. With PPC, banner ads are also placed alongside online search results. When a visitor clicks on a particular banner, your company gets improved visibility. Since banners are also rich in keywords, they help the customer connect easily to his or her chosen brands. One of the most popular options in PPC is the use of Google AdWords. This tool allows anyone to use business ads which can be related to any new or existing product or services. Such business ads can also be modified to suit any current promotion or special sales. This is not only a very effective way to do online marketing for your business, but also to promote newer products and services.

Attractive site design

Designing attractive graphics is also one of the services that most professional SEO companies offer. The top companies have a team of graphic designers on board for creating specialized business or personal graphics for use online. No matter if you want to redesign your current logo or want a brand new one, the SEO company will get one of the experts in graphic designing in touch with you to do the job. With this background information, you would surely realize that there is hardly any point in continuing with conventional adverting methods – all you need to do is to contact one of the many professional SEO companies today and get started for a glorious future.

4 Simple Low-Cost Ways To Improve Your Outbound Marketing Efforts


Among the basic foundations of a thriving profitable business is an active, ongoing, and professional-looking outbound marketing presence. It does not matter if you are a home-based business, or one-person professional office, or a business with many employees. This list does not change no matter how small or large your company is.

Improvement #1. Keep Website Current

Your website is your most essential marketing tool. It will be working for you 24/7/365. It is the first place that everyone will go to learn more about you and your business. You must always make sure that it is working at its peak performance. Every link must be active, and every picture and graphic must appear as it was meant to. Make sure that every pdf is working properly, and that the links inside each pdf are also working. Make sure that all of your dates, statistics, and facts are current and accurate. Be certain that your pages are easy to navigate and find. All of these details are very easy to overlook or forget about. But first impressions are extremely important, so make sure that every detail of your website always looks good and is working properly.

Improvement #2. Make An Emotional Connection

The most powerful and fundamental part of a successful marketing plan is one that can make an emotional connection with your prospects and your customers. Your company’s very survival and growth depend on it. The greater this connection, the greater your ability to beat out other companies for the hearts, minds, and dollars of the customers. So few companies, small or large, bother to try to make an emotional connection with prospects and customers. But by showing your customers how much you care about them, and proving to them that you really want to keep them as customers, you can build a base of loyal customers that will not be so quick to leave you for your competition.

Improvement #3. Build Your Lists

By lists I mean email list, direct mail list, and social-media list. Each can play an important role in your marketing plan. Some prospects and customers might prefer one format over the other. This will depend on your type of business, and what your customer demographics are. But whichever format your prospects and customers prefer, you need to constantly be building these lists. For example, your email list might be built up by offering a free pdf download. Your direct mail list might be build up by offering a free sample. Your social-media list might be built up on Facebook, Instagram, or YouTube. Although each list has its benefits, limits, and demographics, all can and should play an important role in your marketing plan.

Improvement #4. Shake It Up

Don’t be afraid to try something new or different. For example, if you are always the one that is creating and designing your own marketing materials, don’t be afraid to let someone else in your company, or family, or someone from Fiverr, take a shot at designing new marketing materials and copy writing. You might be in a creative rut, or possibly too close to the subject matter to create effective copy. Allowing someone with a fresh or outsider point of view might give your marketing materials a whole new life. Shaking it up might be the difference between your business thriving or dying.


These are some of the basic, but essential, marketing efforts that you should always be paying attention to and improving. You must never stop thinking about them, and working on them. Although improvements to just one of these outbound marketing efforts can enhance your marketing plan’s power – if you want to look more professional, and make more money, improve them all.