Hi there, it’s Alice Nicholls here from The Whole Daily and AliceNicholls.com and I’m here with episode #2 of The Blog to Profit Show. Make a Profit Online, Smarter. This episode is all about the basics of reverse marketing and how it can grow your thought-leadership, your reach and of course, your profit.
I want to thank you all for your feedback after the first episode last week, which was created completely off the cuff.
What I heard was that you liked the shorter segment (last weeks was only 10 minutes and you can find it here). I also heard that you appreciated my humour and transparency and that more structure would be great so I’m going to absolutely work towards that for you. I’m going to make sure that I deliver the best content to you on a week by week basis.
My goal is that at the end of the Blog to Profit Show today, you will have a complete understanding of why you should reverse market your target audience to your products or services and how you can do this (even if you don’t have anything to sell today).
I’ll chat about 1) the meaning of reverse marketing, 2) benefits of reverse marketing, 3) reverse marketing techniques, and 4) Bonus tips to reverse marketing greatness.
Okay so let’s get started.
What is Reverse marketing?
According to a study done by International studies of Management & Organisation, reverse marketing is “a market strategy that seeks more explicitly to align with customers to assist them in developing their optimum solution in a given marketplace.”
What does this even mean though?
When you reverse market blog content specifically, the content helps to drive the reason that the customer ultimately buys from you.
Reverse marketing is the concept of marketing in which the customer seeks you and your products and services out instead of you seeking them out. It allows your buyer to be in charge of their buying habits and, to the buyer it feels less like they’re being sold to and more like they are receiving value from you.
Three reasons to use reverse marketing in your Blog to Profit strategy.
Reverse marketing has a focus on building trust and allows the buyer to feel like they’re in control of the buying decision (which they are). Reverse marketing will help your buyer see you as an expert in your field. It’s empowering for your customer to use this technique.
#2. Serving your community
You’re serving and not just taking. What I see quite regularly is women who start a blog with the desire to profit from it pump out a lot of content that doesn’t directly relate to what they’re going to sell. Typically because they don’t want to ‘give everything away for free’ and are worried that if they share their best content for free that when it comes time to sell something they won’t have any buyers. This is operating in the zone of scarcity and is a terribly negative place to be in for your online business.
If you’re not serving your community with information on your specific niche prior to launching something to sell, when it comes time to sell that thing you’re working on, you release it and ask people to buy it and to your target audience it can feel like a ‘take’.
You may be able to sell some of your thing by spraying your sales page out there, but you will profit a whole lot more if you serve and then deliver on the specific niche you’re working in.
Enriching the lives of your target audience through knowledge and education and helping them where they already are will see them much more likely to buy when you create new and additional products or services in your zone of genius, or specific niche.
#3. Relationships matter
In Kevin Kelly’s 1000 true fans he describes that it’s not specifically about the volume of fans we have, but in the type of relationship we have with those fans. The basis of this is that you don’t need to sell one product to every person when you can sell every one of your products to a smaller handful of raving fans.
When you communicate well with your audience, you begin to build loyalty which increases profitability. Actively speak to them, either via email, on social media channels or in person at events. Get to know who they really are.
You will begin to notice your raving fans are there and desperate for the amazing content, products and services you create if you try not to look past them. (I spoke about this in episode one of The Blog to Profit Show).
Reverse marketing techniques for bloggers
The Three Part Formula for great reverse content marketing
There’s 3 separate parts to a great reverse content marketing formula.
Part One is creating content that presents your target customer with information which solves their specific pain or gives them the answers that they need or a solution to an issue they have. This solution must be qualified to achieve maximum effect for your reverse marketing strategy.
Part Two is having your content be seen by your target customers. Building critical mass with this is a whole other show, but if you’re new to getting your content seen, then consider doing all of the following.
- Share across all social media channels
- Ask for tags and shares on Facebook if it resonates
- Ask your audience to share if they like it (within the blog post as a footnote)
- Send to your newsletter subscribers
- Tweet to other relevant thought-leaders in your space with a link attached (don’t ask them to share, let them read it or share it if they want to on their own volition.)
Part Three is getting your audience to give you explicit permission for you to contact them to provide further value, knowledge and education to them. This means getting them onto your email list so that you can share information about the product and service that you’re going to sell.
The easiest way to do this through your blog posts is to add a single sentence to the bottom of your blog posts, or to add an ‘after post’ sign up box with specific information regarding your future offer (or value that will be received through the list today).
Here’s two examples
Example 1 – Sentence at the end of post with hyperlink to specific email list: ‘If this article helped you with your food photography, then make sure you jump on this VIP pre-launch release list for our new eCourse ‘food photography for beginner bloggers’. We’re launching on the 12th of December and our VIP list are entitled to a very special offer. Don’t miss this’. (hyperlink this to a specific email list for your launch)
After post subscribe box: ‘healthy cooking for busy mum’s eCourse launching soon. Get on the list for our pre-launch offer’.
- Here’s another example I’ve used on The Whole Daily for an eBook I have coming out soon.
- You’ll see an example of the ‘after-post subscribe box’ under this post you’re reading here.
How to write reverse market blog content
Creating content that solves your target customers pain is imperative to being able to effectively reverse market your product or service, even if it hasn’t been created yet.
Here’s two examples of blog posts that reverse market content to a target audience.
1. If you write about health and wellbeing and your target customer is a time-poor working mother and your product is to help them cook healthy family meals, then you want to offer value by helping them solve their pain.
The pain may be: no-time to create healthy meals = less than stellar diet for Mum and kids = equals less than stellar health for Mum and kids = Mum guilt.
Your blog post could be: 7 healthy meals for kids which take 15 minutes or less, step by step.
2. If you teach food bloggers how to take professional food photos and your product is an eBook on how to do so, then you want to offer them content that solves their own specific pain + relate it to the specific product or service in your zone of genius.
The pain may be: Having poor quality food photos = content doesn’t look as good as it should = less likeable and shareable content = less reach and traffic = less profit for food blogger = can’t leave corporate job for a career doing something they love.
Your blog post could be: The top 4 food photography mistakes new bloggers make and how to fix them quickly
See how both of these blogs posts tie directly in with the problem or pain and offer a solution, PLUS they offer content that solves the pain of your target audience for free, which is what builds value.
Make sure that in every single piece of free content that you create for your target audience that you don’t miss the opportunity to gain their email address and warm them up to a profit creating product or service that ties directly in with the value you have just presented to them.
Bonus tips for reverse marketing your blog content
- Be a solution provider – Share information with them that will solve a problem that they have. You will become their trusted adviser and someone they go to for answers and assistance.
- Never be afraid to share your best work for free. This is how your audience comes to know you for the quality of content that you provide.
- Keep it simple. Sometimes we forget how much we know in our zone of genius and so we forget that most of our audience may well be at the beginning of their journey into learning. Break down components of your specific zone of genius topic and help to educate your audience from the ground-up.
- Continue to offer free products, cheatsheets or resources. These will become your ‘gateway’ products and services. Another reason not to keep your best work to paid only products or services.
- Ask: What can we offer of value?
If you aren’t adding value to your customer then you are wasting your time and theirs and they will eventually move onto other blogs where they receive the support they need.
- Make sure you know what the real pain is. It’s pivotal to understand the pain, struggle or problem that your target customer has so that you can develop value that directly aligns with this. Remember also that what you think is the result of the pain for your target customer is rarely the real pain.
- Be consistent with your content. There’s a higher increase in the profitability of your blog if you release multiple valuable reverse marketing content posts than doing one and then going for the sell.If you look to the example of the cooking for busy-mum’s eCourse above you may think that the pain is that the Mum has no time to cook healthy meals for their kids, but the real pain is much deeper than that. It’s the pain of feeling like they’re failing as a mum or guilty of not providing the best health for their children. This goes much deeper than the cooking itself. If you can reverse market value to that very real pain then you are going to be much more successful in your sales and you are going to ultimately help many more people.
Thanks so much for listening to The Blog to Profit show and/or reading the post transcript.
I would love feedback from you on the show and ideas for future episodes if you want to share. Simply leave a comment below this post.
And of course, have an awesome day. Signing off, Alice.