Your company's message is the #1 key to success
My name is Allison Walsh and I help businesses stand out in a sea of competition.
Most companies I work with are on the right track. They have a solid start on their marketing efforts, but can't figure out why customers are still so difficult to find and keep engaged. My career has included running marketing for a tech startup, working with law firms on their messaging, and for thirteen+ years I worked at Microsoft on various partner marketing teams. And in those roles, I learned on a cellular level what kind of content resonates, which marketing efforts fly, and what tends to fall flat.
Digital marketing advances have really changed how we get our message to our ideal clients. The secret to successful client/customer attraction and retention isn't rocket science, but it's not always super obvious, either. What it takes is a smart, dedicated approach and plan. You need a balance of high level, strategic planning, roll-up-the-sleeves tactical action, and killer content.
It's an exciting time to be in the marketing arena.
Most of all, you need exceptional content that proves your value and keeps your prospects coming back for more.
Developing high-quality content is where I excel.
And, incidentally, it's why I eventually left the Microsoft mother-ship. I can't say enough about the amazing people I met and the depth of knowledge I gained during my career there. But my roles tended (especially as I gained seniority) to focus on the high level strategy part of the equation, and vendors were hired for the action items. I thrive on building a unique content library and designing a plan in accordance to the discrete needs of the client, and then doing the work to make the plan fly.
Seeing a project through from idea to successful results is a major high.
And celebrating with happy, successful clients is the best thing. Ever.
Content marketing is my life's work and passion, and helping my clients break through all of that messy competitive noise to build a library of content that drives results and brings in fantastic customers? Well, it's exciting. And it's an honor.
Declare who you are to the world
A well-crafted message makes you stand out. A stellar message helps your prospects relate to your business personally. Your brand should define you so well that your best, most ideal clients can see immediately if you are right for each other. Too many businesses try to appeal to everyone, and in the process turn themselves into a bland, boring version of themselves. I encourage my clients to be brave and take a real stand with their brand messaging. Some potential clients may not like what you are saying, but the right clients will buy in and clamor to work with you.
Define your content strategy
I've seen it more times than I can count: Business leadership in a company decides to build a content strategy and throws a bunch of unrelated content up on the site. It's ok if you've done that, it's more common than you might think. The better way? An on-purpose content strategy, rolled out with design and thought, will reap big rewards by appealing to your ideal clients. Even if they aren't ready to engage with you yet, you will stick in their minds for when they are ready to go.
Make it stick
So you have a super differentiated message and have built a killer content library, that's fantastic! Now, how are you going to get people to give you their email? Because that's what you need them to do. One of the most valuable assets of your business is your email prospect list. You probably worked hard for every name on that list, and even if those people aren't ready to engage, you need to give them a reason to stick around until they are.