Photo credit: Foter.com
Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer.
I was recently doing some social media consulting for a client who said her supervisor didn’t want her posting links to their competitors’ websites. She worked for a nonprofit and her supervisor’s excuse had something to do with the fact that there’s only so much donation money to go around.
We both knew he was wrong, but as I was sitting there with her, it took a few minutes before I was able to articulate why he was wrong.
Content marketing is all about visibility.
Blogging. Social media. SEO. It’s all so you can get in front of your clients, and while it’s always a good idea to post links to your own blog/website, it’s never a bad idea to post content to your competitors’ sites (as long as you don’t do so exclusively).
Content marketing is all about positioning yourself as an authority in your field and posting links to what other people in your industry are talking about can be a great way to do that. They’ll probably look at the site, but they’re not as likely to remember the site itself as where it came from: you.
You can gain extra points by putting your own spin on their content. Do you agree with their position? Why or why not?
Marketing is not the time to think about the limitations of your customers’ bank accounts. That’s when you should be focusing on what you can do for your clients. If they really want what you’re selling, they’ll find a way to pay for it.
When I’m marketing, I never think about the limited marketing budget all companies have. I think about how they can’t afford not to hire me. I think about the thousands of dollars of new business I have brought in for my existing clients. I look at all the content out there on the internet and how I can help my clients stand out from the crowd. If I can make them realize that, they’ll find room in their budget for my services.
I cannot tell you how many times I have donated to nonprofits, even when my personal funds are low. As long as I have a roof over my head and I know where my next meal is coming from, it’s hard to justify not spending a few dollars to lend a helping hand. That’s all the result of an effective marketing strategy.
It Builds Credibility
You might be putting forth an idea that’s common knowledge in your own industry, but sounds revolutionary to people outside your industry. Demonstrating the fact that there are other professionals promoting the same ideas increases your own position. Once they verify your assertions, they’ll likely come back to your site for more information.
People are Attracted to Confidence
Posting links to your competitors’ sites demonstrates confidence and people will respond to that. They’ll be glad you sent them to a different site to back up what you’re saying, but they’ll come back to your site for more information (and hopefully to buy your product/service).
Still not sure if you should link to your competitors’ content? Let’s chat.