The Epic Guide To Growing Sales With Content Marketing

Everyone seems to have something to sell, but only a few know how to cultivate crazy checkouts. Slapping a product to your page doesn’t mean people will buy it. So what does?

How does a person make this happen for him/her? How does a person direct amazing traffic that will convert into paying customers? First you must have a checkout (with a product) that you can point to. Hint: try one of these ecommerce platforms.

How does Mcdonald's attract customers?

It was once stated that the executive chef (from Mcdonald’s) had revealed the recipe to the secret sauce of the Big Mac and posted it online. But why would he do such a thing? Wouldn’t this destroy their brand and make everyone want to eat at home? After much research they found the results would be quite the opposite. They built this piece of content they knew would go viral and be shared among friends. Not only did the video go viral it received nearly 4 million views. So now the people who wasn’t eating the Big Macs, after this video with high conversion rates, are now probably eating Big Macs. All because a man took 2.5 minutes of his time to share something the public was wanting.

You too can apply this to your marketing strategy. But what does a secret recipe have to do with your business? Let me explain.

Ecommerce strategy for more checkouts

Like Mcdonalds we must do some research. What exactly are people wanting to know from us? What is a gift you can use to be brought in front of great men (your customer)? You must present a solution to your potential customer that will answer his hardest question. And it must be done in an entertaining way. Within 30 minutes you can do this, become the expert, convert people into customers, and create a resource for the upcoming customers. By talking about the newest or most effective product one at a time, it gives people an idea on how you can help them. So what does this look on paper?

1. You must perform a survey

By asking your customer what his/her biggest problem is, you will know what’s inside the potential’s head. You’ll know the problems they’re having, and therefore the solution. But unless you know the problem, how could you even say you have the solution? Surveys do this. So by coming up with the top 5-10 problems you think your customers having, you then can put together the survey. Then with a multiple choice survey, have them select the biggest problem they're having. This is even worth paying for. But by having a customer base already, you may not have to.

Top survey platforms I recommend are:

2. Turn that problem into a presentation

Once you have found the hardest problem you must not only solve it, but present the solution. Present that solution and let it be connected to your product. I’ll give an example:

If you sell guitar lessons for instance, by providing a free course up-front, it not only shows your expertise but also a feel of what a class session would feel like.

If you are a marketer, you could lay down the greatest information and help the small business owner. In reality you are flexing the old expert muscles and building a relationship with those viewers. Since most don’t have time to market, why not just hire you?

Okay, so you get it? Solving the problem, in which connects to you, makes you the hero. You just did the hardest thing and that’s gain trust. The way they look at you will change within minutes of their problem being solved. You just went from zero to hero in no time.

So now the now content has been created and you know what you’re going to say. How should you present this to the world? Here’s your options:

  1. Blog Post
  2. eBook
  3. Webinar
  4. Online Course
  5. Powerpoint
  6. Audio Clip
  7. Tutorial Video

One of these things could take an hour to do. Add that up and you have 6 hours of work. Keep reading and I’ll show how you can most of these with 1 single hour.

3. Attract your leads

You now got to attract that audience into viewing your content. Your amazing content will turn them into that lead you’re needing at checkout. So in reality the person bought your product way before checkout. You’ve got to make that happen in their mind before they pull the money out their wallet.

The way you make this happen is first find out where they hang out. If you’re selling guitar lessons, go to the instrument forums and build relationship power. And no, answering those questions isn’t a waste. You’re building what I call “click power”. I’m not here to debate Karma, but I do believe what goes around comes around. So spend your extra time giving to your community in a Facebook group page, forum, commenting on blogs in your niche, or growing your email list. Or you could simply spend money on ads (which is the quickest way) and direct that traffic. Emailing businesses about your new offer may help you also (def. for webinars).

Once you figure out your traffic source, direct them to an amazing squeeze page. After much tweaking this page will make most visitors convert into email subscribers. On that page you’re giving away a free eBook or instructions about new webinar (or both). For every email you get, count that as a lead, your content will determine the conversion rates. Higher the quality of content means higher the conversion rates.

Start with a webinar and transform it into other resources

Doing the survey determines the success or failure of this project. I recommend turning that survey into a webinar and then turn that into other resources all at once. Saving you time.

By starting with a webinar you can end up with:

  • An eBook
  • An Audio Clip
  • A Video
  • A Presentation
  • A Blog Post

Here’s how you make that happen: First put together the presentation. Get the crowd to come, promote hard. Then you entertain them and answer all their questions. Make sure to record the whole thing. Finish the webinar with a bang and make sure the problem is solved (whatever that was). By doing this, you now have something to work with and transform into many resources.

What webinar platforms are best to use?

  • GotoMeeting
  • JoinWebinar
  • Webex
  • Google Hangouts
  • Adobe Connect

Webinar In Action

By creating a webinar that last for 30 mins-1 hour, you will now have many resources. Most webinars have a powerpoint, and you’ll be talking along with it. Right? By recording this for later, you can turn that webinar into many resources that you could give or even sell one day.

Now you can take all of these and submit them online if you’re wanting extra traffic. During the webinar you’re making sales, and you could make even more sales by selling that information one day.

Who actually does this? Major brands like Moz, LeadPages, Lewis Howes, Social Triggers use this method to sell their products. And it works.

How Does All This Make My Checkout Successful?

By doing a survey, building the email list, and doing the webinar, you’re cultivating sales. How? You’re gaining trust, building relationships, and becoming the expert all at once. All of these in which are ingredients to a successful checkout. But if you really want to go the extra mile and make those leads even hotter, take that webinar and spin out resources that they take home.  Do this by ripping audio off the webinar and offer that as an audio series. Another way is turning that powerpoint into an eBook. Other ways is simply saving the video, make it private, and give out that secret link. Take images from the powerpoint and make it a blogpost.

See what I’m doing here? You keep sending these emails offering something free in each email. Every piece of content is pointing back to your product and every email is simply a reminder to buy it.

Final Thoughts

So by focusing on what the struggles are (making sure it relates back to your product), you are giving that person a reason to read/watch/listen to anything you have to say. And if in fact they stay for the whole thing, that makes them a hot lead for your product. I understand that you may hundreds if not thousands of products, but by doing a product at a time, or many that have something in common with the topic you’re tackling, you will be able to make some great sales.

header image courtesy of Svetlana Tokarenko


Luke Guy blogs at He researches email marketing and how to grow businesses doing it. He loves finding new ways to grow your list and making it fun at the same time. He talks about other things, but usually it involves emailing.