INBOUND 2018: 7 Key Steps To Creating Contagious Content That Moves The Sales And Marketing Needle

September 7, 2018 by Simran Sakshi

Building trust with customers is the key to growing your business. 

“Trust is the building block of all business.” –@MarcusSheridan at #INBOUND18

— Virid (@teamVirid) September 6, 2018

But Marcus Sheridan explains how you could build trust with your audience with contagious content that’ll be hard to ignore. All you need to do is follow these 7 steps.

Step 1: Openly talk about the negative.
This isn’t an easy step. Listing everything wrong with your product isn’t everyone’s cup of tea, but it is a key ingredient in establishing trust with the potential customers. Marcus Sheridan suggests you create content that explains how people overcome the problems that they may encounter with your offering. The truth is that they will, and if you don’t answer them then someone else will. And you don’t want to hand over this customer to someone else.

Step 2: Share your (not so) secret sauce.
Take them behind the scenes. Show them how your product is manufactured, and it is equivalent of you telling them that you’re confident about your product. This will also give you an instant advantage since only 1% of manufacturers show them their not so secret sauce.

Step 3: Make it personal.

One of the most important mediums to reach your customers is email. But how many of your prospects are opening it?

Marcus suggests that you include video in your email, with a touch of personalization.

Step 4: Be a terrific listener.

Listen to what they’re asking. Searches beginning with “should i” have grown by more than 70% in the last 2 years. This will be a good phrase to focus your content on.

But that’s not all. You also need to hear what they aren’t saying.

That’ll make for a good way to gain an upper edge over your competitors.

Step 5: Display your pricing on the website.

Be bold, and show them the price of your product on the website, itself. Your customers are always searching for the price of your product, anyway. Making it easier for them to find that is going to ensure that you don’t lose those important sales.

If you were at the keynote by Brian and Dharmesh, they also emphasized on transparent pricing a key to better growth.

Step 6: Start sharing videos and images.

Showing it is the best way to demonstrate what your company is all about. People are instantly attracted to those companies that demonstrate how their ‘why’ perfectly aligns with what they’re doing.

Step 7: Start reviewing products.
Review products in your niche. But there’s a catch: don’t review your own product.

When you tell them who else they could buy from, you’re basically helping them assess all of their options. And this massively helps in building that all important trust we’ve been talking about.

So, there you have it. 7 steps to creating contagious content.

We are excited to bring you everything that’s on at INBOUND18 – sessions, videos, tweets and more. Follow the event from anywhere in the world with our remote coverage of INBOUND2018.