"Should I explore content marketing?" - Listener Question

The Network

AI Driven Chapters & Show Notes Below

Content Marketing for Removals and Storage

This chapter addresses whether a traditional removals and storage company should venture into content marketing or stick to its established methods. I share insights on the effectiveness of content marketing for generating brand trust and discuss the AIDA framework—Attention, Interest, Desire, Action—as a guide for converting awareness into sales. We consider the importance of understanding your product's place in the market and whether your audience needs education on what you offer. Furthermore, we touch upon the significance of leveraging a strong recommendation base while exploring new avenues for growth, especially when aiming to attract cold leads in a competitive, post-Covid market landscape.

(09:56) Content and Partnerships Capturing in-Market Customers

This chapter focuses on the strategic use of content to generate a higher volume of leads by targeting individuals who are already in the market for a product or service. I emphasise the importance of identifying 'in-market' customers and the clever utilisation of data to pinpoint these prospects. We explore how to effectively leverage content in marketing campaigns, such as creating targeted YouTube pre-roll ads that address specific customer anxieties related to moving homes. By providing actionable advice on how to produce and tailor these ads to potential customers' search behavior, we offer a blueprint for enhancing online visibility and engagement. Additionally, I touch on the concept of increasing customer lifetime value through the introduction of additional services or partnerships, aimed at providing a more comprehensive solution to customer needs during high-interest moments.

(13:07) Expanding and Increasing Value for Customers

This chapter I discuss the strategic considerations for businesses looking to expand beyond their current geographic trading area, particularly within the UK. I talk about the importance of scaling successful local strategies to other areas and the potential of introducing additional products or services to increase customer value once they are part of your sales funnel. I invite Tommy, and any other listeners with feedback or questions, to reach out directly to continue the conversation or to delve into specific business challenges they might be facing.