Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
I know a lot of people have a hard time talking about how great they are. No one wants to seem like they’re full of themselves, so we often go too far in the other direction and fail to talk up our accomplishments. I understand how hard it can be to kick old habits, but I’ve said it before and I’ll say it again: marketing is neither the time nor the place for modesty.
The idea for this post came less from my content marketing and more from my networking efforts. I’ve been to a few events where people ask something like, “What’s your greatest accomplishment?”
I always go straight to my first client who told me I had brought in $75,000 of business for him with a few months of writing blog posts. The first time I mentioned that at a networking event, I got a new client that I still have today. The most recent time I said that was immediately followed by someone saying he was going to hire me. These were both because I clearly demonstrated my value as a content marketer.
That’s great, but what if you don’t have something that clear and simple to help convince people to buy your products/services?
Show Your Work
The best part about content marketing is you don’t necessarily have to brag about yourself. You just have to make sure you use it as an opportunity to show off what you do and how well you do it. Whether that’s an online portfolio, or showing off your expertise by writing about the latest developments in your industry and how they can impact your clients, there are plenty of ways to show you know what you’re doing without actively bragging about yourself.
Data Is Your Friend
My example above is a perfect demonstration of why you should track your results. In that particular instance, I got lucky that my client happened to be tracking where his clients were coming from and shared that bit of information with me. It proved to be invaluable.
If you have something in your business that can be translated to hard facts and numbers, use it. Whether it’s bringing in business for your clients, cutting costs, improving productivity and/or saving them time, measure as much of it as you can and put it in terms your clients can understand and appreciate.
You know what you do is valuable. The point of marketing is to convince your audience of that value.
Testimonials Are Your Friend
I use testimonials every chance I get. Not only do I have a list of all the testimonials I’ve received on the bottom of my services page, I also include them in all my cold emails and post them on social media. If I’m talking with a client and they say something nice about my work, I post about it on social media as soon as we hang up. I don’t mention them by name. I just say something like, “I was just talking with a client who said they were so grateful to be working with me!”
Mostly I do so just because it makes me feel good and I want to share that good feeling with the world, but I’ve found I tend to get a lot of engagement with those posts and that’s probably because I’m indirectly talking myself up. I’m not actively trying to sell something, I’m just letting people know that my clients are saying good things about me and that I love hearing those kinds of things. People really do respond well to positivity.
I also love asking for testimonials because it’s a great way to get in touch with lapsed clients. Instead of feeling like you’re bothering them to send you work when they might not have any for you, ask them for a testimonial. It’s a great way to remind them you’re still there and available without sounding like you’re desperate for work. They may or may not give you a testimonial, but you have nothing to lose by asking, and if they do give you one, I guarantee it’ll boost your mood. I always love it when I get a testimonial from a client because it makes me feel all warm and glowy. And then I can share it with the world.
The best part is I’m not bragging about myself. I’m simply repeating what someone else told me.
Still have questions about content marketing? Let’s chat.