It’s that time again! I’m not referring to the first day of spring or the stormy weather. Did you know 2017 was the 50th anniversary of the Beatles’ ‘Sgt. Pepper’s Lonely Hearts Club Band’ album? And in celebration of that landmark release (no, I am not admitting I’m old enough to remember it), it seemed only appropriate to dress the part at the 2018 Sage Intacct Business Building Conference (BBC).
So, what does all that have to do with marketing?
You know standing out, differentiating yourself from your peers, is important in marketing. As you see from the picture of me (in the pink) and my fellow marketers and friends, Skip Reardon and Dawn Westerberg, we went to the conference with a strategy to differentiate ourselves from the other sponsors at the conference. After all, who wouldn’t want a selfie with Ringo, John, and Paul? (George was in India and couldn’t make it.) It was fun but, most of all, it was memorable to our target audience and that was the point.
As a Sage Intacct VAR or Accounting Program (IAP) partner, it’s your goal—make that your responsibility—to ensure your company, your services, and your people are memorable in the hearts and minds of your prospects and clients. After all, the product you sell is all the same from partner to partner, from location to location. You will have a distinct advantage if you can clearly, easily, and concisely articulate what makes you better than the competition at what you offer to clients.
Content is everywhere. You can’t escape it. If you want your company to merely survive, you need a website. That’s content. Now, you also need a social presence. That’s more content. And if you want your company to grow, you need really good, if not great, content to attract prospects and eventually convert those prospects to clients.
If you caught my presentation at the conference, I referred to this quote from Entrepreneur.com,
“If lead generation is the engine that drives your business, then content marketing is the premium grade gasoline you use to fill that engine.”
Is your content premium grade or simply regular? Worse yet, is the gas tank empty?
Content is today’s marketing and sales person. Your content does the “heavy lifting” while the prospect, unknown to you, is deciding whether you stay on the short list or not.
According to the Content Marketing Institute,
“Content marketing rakes in conversion rates six times higher than other methods.”
Six times!! That could translate to thousands, if not hundreds of thousands, of dollars in additional revenue by simply refocusing/reallocating your budget to creating the types and quantity of content your prospects are consuming.
I can’t say it any better than the Content Marketing Institute,
“Does it need saying? Even if it doesn’t bear repeating, here you go. One more time for the people in the back: Content marketing, content creation, and blogging lead to leads. Lots of leads.”
If the content beast is constantly nipping at your heels, this is the right time “to get by with a little help from your friends…” at The Partner Marketing Group.
Many thanks to my bandmates, Dawn Westerberg (John) and Skip Reardon (Paul), for their enthusiasm for all things marketing, as well as their willingness to have some fun with differentiation. Check us out at BBC 2019 for whatever our next “special appearance” might be!
And a huge thank you to Sage Intacct for the opportunity to present at the conference, and for recognizing The Partner Marketing Group as an MVP of Partner Marketing.
Written by: Cheryl Strege, The Partner Marketing Group
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