As shared before, we conducted a workshop on how to use digital marketing to generate sales with a group of authors/writers concerned about their book sales in Ann Arbor on November 12. While the ideas were specific to authors, I do believe the tips and information that was shared can be used for any physical product sale. This includes: selling art, pens, mugs to clothes! Since many of you wrote to us about the trainings that you’d like to participate in, we now have a schedule that you can book for. The trainings are both online and offline and are listed here.
JOIN US FOR OUR NEXT TRAINING ONLINE ON NOVEMBER 27th! Simply Email us at connect@ brandanew.co to register! We’ll be sharing tips on how to build a professional blog for your brand success.
Meanwhile, in the rain and near snow in Ann Arbor, we had a small group of very exciting participants in our workshop. The workshop was organized in partnership with WriteOn, a writer’s group in Ann Arbor. Our emphasis was two pronged:
a) about what convinces people to choose a product in the zero moment of truth and
b) how can you build an online presence that your consumers choose you!
Thinking through any sort of sales requires you to attract leads and the right consumers. At no point in the content marketing journey can you obtain success if you don’t quite know your ideal buyer profile. For this reason, the first step of the workshop began with defining the buyer profile. From mystery aficionados to young adults, we covered all the different types of segments, the authors were writing for. It was important to choose categories that were niche but not so niche that no one was buying them. And specifically for writers Amazon was another platform to optimize apart from mere Google search.
Building online presence also strongly depends on the industry as I have shared before. Spreading yourself thin on every network will not help. For authors we shared tips on GoodReads, Amazon Central and also about keeping a home base with their own websites and blogs. Social media platforms were naturally linked to the audience they were writing in for. Instagram for the digital native and maybe LinkedIn for the management professionals. It all came back to which communities they could add value to.
With the writing group, content writing wasn’t an impediment. Mark Schaefer recently shared by 2020, the amount of largely consumer-driven web-based content is expected to increase by 600 per cent. There’s no dearth of content. But all content is not born equal. Nor are all strategies. There’s a path to conquer between converting a thousand likes to a thousand buying customers. A strategic approach is necessary and a market need.
We will hold a similar training (not just for authors) online with several potential dates from November through to February. What are you waiting for? Write in and book a place :-)!
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