I had the chance to connect with Chris and pick his brain. He is an incredible marketer and super smart! Chris Kim is the CEO of Mighty K Marketing & Strategy. He lives on a ranch in the middle of nowhere with his designer/programmer wife and 3 dogs. Take time to review Chris's and feel free to check him out!
1. Why is content marketing important?
A lot of businesses and people don’t see many results from it. What is some advice you have for people who don’t think it work?
You often hear the saying in marketing that “Content is King,” but it’s a little misleading. I think it would be more accurate to say quality content is king. Or, if not King, at least Arch-Duke.
Good content is an excellent addition to any marketing strategy. Average content is just noise though. 91% of companies that employ content marketing aren’t even sure if it is working. This is usually the fault of the content creators for failing to quantify and measure the effect that their content is having on the bottom line.
Content is neutral in and of itself, it is the quality of content that matters. Especially as more and more potential customers employ ad blockers and tune out more salesy forms of marketing. At Mighty K Marketing we have a Content Manager, Ben Husband, on staff in order to make sure that all content is properly branded, planned, distributed, and measured for impact. It saves me a lot of time.
2. How can I use content to better my site’s SEO?
Digital Sherpa reports that quality content is the number 1 most important factor in SEO. Do I agree with them? Not really. I think the matter is up for debate as long as the Google search algorithm is closely guarded by its secret cabal of coders, but I do think that it is at least an important factor.
As long as you employ single blog posts to rank for single key phrases, you can rank highly for search results in and around the orbit of your products or services. The key is to try and capture searchers at varying points of the customer journey and draw them down your funnel. AdWords will capture the hottest leads, but high ranking content can warm them up and get them ready to make a purchasing decision.
Content is not limited to blogs of course. Infographics are huge right now, and can be very widely syndicated to secure quality backlinks.
3. What platforms are the best for lead gen in your experience? How have you used them to drive more leads for the businesses you work with?
Facebook is quickly becoming my favorite platform for lead generation. The targeting is extremely granular, and with tools like the Connectexplore suite it becomes even easier to very specifically find and target your most likely demographics. Everybody is on FB, and it’s cheap compared to something like AdWords.
It’s very important on Facebook to use a direct response style in your ad copy, and it helps to use messenger bots and tools like Zapier to connect information received from those bots to your auto-responder system. Facebook is often thought of as just a top-of funnel platform, but I find it useful for all stages of the customer journey.
Don’t forget to properly set up pixels and conversion events in Facebook though, and if you aren’t re-marketing you are leaving most of the money on the table.
Of course, LinkedIn is probably still top dog in the b2b space, but I find it less fun.
Finally, remember that each platform has it’s own quirks and psychology, and users need to be approached differently based on the platform.
4. How many steps should my marketing funnel have? What is an example of a standard quality funnel?
A funnel should have as few steps as possible in order to signal a conversion. In Ecommerce, I use a lot of simple 2-step funnels. In Lead generation for simple appointment setting, I also use a simple 2-step funnel much of the time. Or course if I want to upsell, cross-sell, or remarket, I’ll add more steps.
Now, the flip-side of this is when you are dealing with high-ticket services with a longer sales cycle. For example, our client Virtual View Studios sells 3D and Virtual Reality visualization services for people looking to remodel their homes.
The target demographic needs to a) Own a home, B) Have enough disposable income to both purchase the service AND to remodel the space they wish to renovate, C) Be convinced that purchasing visualization services is worth it, and D) It needs to be the right time for them to purchase the service as well.
As a stage 1 product, that is, the market hasn’t been established and most people aren’t aware of the service, it takes a lot of lead nurturing and convincing.
That kind of funnel can have a hundred steps if you include bots, auto-responders, ads, opt-in sequences, lead magnets, AdWords, Display Ads, affiliate networks, podcasts, the list goes on and on.
I suggest a tool called Funnelytics to help set up and visualize your funnels.
5. How can Ecommerce stores compete with sites like Amazon?
Not on price.
First, have a good supplier that can ship in a reasonable amount of time. Aliexpress or any dropshipping that takes 2 weeks to travel is a non-starter in most cases.
Second, branding and engagement. Pick a target demographic and a cause and stick to it. Buying from your ecommerce store has to mean more than price because Amazon will win the race to the bottom every time.
Our client Biorganichoices.com (www.biorganichoices.com) has fair prices, but anything on there can be found cheaper. We have to really drive home the natural, wholesome, non-GMO, care about your health angle, or we won’t do any business, period.
6. Where can we learn more about you?
In ancient tomes buried deep beneath the earth. Guarded by blood-curdling abominations that would make Cthulhu weep.
Or at www.mightykmarketing.com