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5 Types of Content That Will Attract Ready-to-Buy Prospects

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5 Types of Content That Will Attract Ready-to-Buy Prospects

Opinions expressed by Entrepreneur contributors are their own.

They say that content is king — but not all digital content is created equal. While most digital content can help increase awareness for your brand, the most valuable content is designed to draw in warm prospects who are ready to make a purchase from you.

Of course, even the best content isn’t likely to result in a purchase on the first exposure. The marketing rule of seven indicates that consumers must be exposed to your messaging at least seven times on average before they decide to make a purchase. While this may often be the case, strong digital content will go a long way in lowering this total.

Related: 5 Digital Content Types Prospective Buyers Love to Engage With Online

1. Email campaigns

Email marketing remains one of the most effective methods for communicating with warm leads and staying in touch with existing customers to ensure they will buy from you again. Not only are emails far more likely to be read than other types of content, but their average return on investment towers over other options.

According to the HubSpot Blog, most marketers see an average open rate of 46-50% and a clickthrough rate of 2.6-3% — numbers that far outpace the engagement levels of social media and other popular forms of content.

Even if they are mostly comprised of previous customers, email lists are an essential marketing tool because they are made up of people who agreed to receive additional messaging from you. This fact alone already makes them far more qualified leads than someone who randomly stumbles across your blog.

2. Personal engagement on social media

While the overall engagement and reach of many social media platforms have declined, there is still much to be said for the potential these platforms offer for fostering one-on-one engagements with your warmest leads.

When marketers comment strategically on other people’s posts, actively participate in relevant groups and conversations, and respond to the comments and messages they receive, it helps create a meaningful dialogue with their target audience.

By pairing this personalized engagement with relevant, authoritative content (including videos, polls and more), you can leverage social media to nurture warm leads.

3. Cost calculators

Most companies have at least some kind of on-site content marketing strategy, which usually revolves around blogging. A blog can be undeniably beneficial for building SEO and domain authority, but depending on the type of content you create, it isn’t always going to create warm leads.

However, if your website content focuses on the customers who are ready to buy now, you can greatly increase your own sales potential — and one of the best ways to do this is with a cost calculator.

From calculating the cost of shipping a car across the country to determining how much it would cost to build your own website, these tools are inherently targeted at warm leads who are ready to make a buying decision. In this case, providing useful budgeting and planning information directly influences the user’s purchasing decision, providing a powerful way of reaching warm leads.

Related: 4 Steps to Writing Content That Converts

4. Webinars

Webinars have become an increasingly popular digital content option, and for good reason. When webinars are promoted to the right audience, they can become far more engaging and attractive to warm leads than a blog post covering the same topic would be.

The simple fact of displaying content in an audiovisual format helps make the webinar feel like an event in its own right. With an engaging topic and professional presenters, you can build a large audience. And when the topic of the webinar itself ties into your offerings, you can create a natural segue into how you can help viewers solve their most pressing problems.

Webinars can be even more effective when paired with other content, such as an e-book or follow-up video lessons. When done right, webinars can be an excellent resource for collecting email addresses and other information from warm leads who are most likely to be interested in your services.

5. Software demos

Admittedly, this digital content option doesn’t apply to every industry. However, there is a wide range of companies that offer software services, addressing everything from tracking logistics and customer relationships to managing the back end of a website.

A software demo gives warm leads the opportunity to try the service before they commit to a purchase. Firsthand interaction and experience with the software is ultimately far more convincing than a series of sales calls could ever be, as this helps buyers clearly determine whether or not a particular product works for them.

It should be no surprise, then, that opt-out free trials see an incredible 48.8% conversion rate. It’s worth noting, too, that companies that don’t sell software can use similar “trial” options, such as a two-week trial for their services. Trials and demos appeal to the warmest buyers, who often use them to finalize their purchase decision.

Related: 5 Steps for Creating a Content Marketing Strategy That Drives Business Results

While regularly updating a blog or social media profile can be useful as part of your content marketing strategy, it is essential that brands in every niche focus on the types of content that are poised to deliver the greatest return.

By focusing on the types of content that are most likely to capture warm prospects in the first place, you can turn more leads into sales and maximize the success of your content strategy.

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A Buddy’s Franchise is Built for Success in a Recession Resistant Industry

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A Buddy's Franchise is Built for Success in a Recession Resistant Industry

For decades, Buddy’s has built its business in a recession resistant and essential industry that keeps growing. Since 1961, Buddy’s has worked every day to provide rent to own furniture, appliances and electronics that you can own Faster For Less. Today, Buddy’s operates over 300 Franchise and corporate locations nationwide.

3 Benefits of owning a Buddy’s Home Furnishings franchise:

  1. Established brand with over 60 years of industry presence.
  2. Recurring revenue model from rent-to-own services.
  3. Comprehensive support including training, marketing, and financing.

Buddy’s Home Furnishings franchises offer an opportunity for entrepreneurs to operate businesses providing rent-to-own home furnishings, electronics, and appliances. With over 338 locations, Buddy’s has a proven business model benefitting from decades of brand recognition and a robust rent-to-own market. Click Here to to learn more about Buddy’s Home Furnishings.

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Key Facts:

  • Minimum Initial Investment: $375,650 – $797,540
  • Initial Franchise Fee: $39,900
  • Liquid Capital Required: $200,000
  • Net Worth Required: $750,000
  • Veteran Incentives: 20% off the franchise fee.

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How Small and Medium Businesses Can Help Their Communities by Innovating with Cloud Technology

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How Small and Medium Businesses Can Help Their Communities by Innovating with Cloud Technology

Opinions expressed by Entrepreneur contributors are their own.

The term small and medium businesses (SMBs) belies the sizable contribution these organizations make to economies and employment markets. According to the World Economic Forum, “Small and medium-sized enterprises (SMEs), which represent around 90% of all firms globally, provide roughly 70% of all employment and, by some estimates, contribute to up to 70% of global GDP.” They are also embedded in their communities, delivering innovative products and services that play a crucial role in accelerating economic development.

However, doing all of this while remaining competitive requires SMBs to perform a fine balancing act between three key goals. They must accelerate speed to market for their products and services, they must build customer trust and at the same time, they must work to reduce costs. So, how are these small but mighty SMBs doing it? And — more importantly — how can they make it easier and do it better? The answer, supported by a recent report from Accenture, lies in adopting cloud services and technologies.

Related: 4 Reasons Business Leaders Need to Accelerate Cloud Adoption

Leveraging cloud tools to unlock billions in benefits

The report estimates that by 2030, cloud-enabled SMBs in healthcare, education and agriculture will have unlocked $161 billion in productivity gains. These cloud-enabled SMBs will support 95.8 million jobs, equivalent to 8% of the total employment on average across the 12 countries studied. Meanwhile, SMBs in these sectors in the U.S. stand to gain a predicted $79.8 billion, a 26% increase in current productivity benefits. Within cloud computing, artificial intelligence (AI) and machine learning (ML) are expected to have the most significant effect: 78% of businesses surveyed identified these technologies as the most significant in creating societal impacts in 2030.

Many businesses have already migrated services and computing to the cloud. Approximately 63% of all U.S. businesses (and 44% globally) now utilize cloud technology. Most of these will be large enterprises with the digital savvy and resources to make the move. This means there are many SMBs that are, therefore, missing out. First, on being able to achieve that fine balancing act between the three key goals. Second, on the opportunity to build on current achievements and continue to spearhead positive change across communities and economies.

By utilizing on-demand services and products, SMBs will gain access to the kind of tools and approaches historically restricted to large enterprises. This means they can capitalize on emerging trends by being first to market with new products (addressing key goal number one). They can also deliver secure, high-quality products and services, protect customer data and provide reliable customer support to help build customer trust (addressing key goal number two). Finally, as a result of introducing more efficient processes and better resource allocation and supply chain management, they can streamline operations and ensure they’re financially resilient (key goal number three).

Related: How to Revolutionize Your Supply Chain by Harnessing the Power of Smart Technologies

AI, ML and advanced adoption

The OECD’s definition of cloud adoption levels includes basic adoption, such as web-based email services or cloud-based storage solutions, and intermediate adoption, such as customer relationship management or enterprise resource planning tools. The average rate of basic adoption in the countries surveyed in Accenture’s report stands at 44%, and that of intermediate adoption hovers at 19%. There is clearly a large proportion of SMBs that are missing out, yet it’s in the adoption of advanced technologies that the greatest untapped gains lie. Within this third level of cloud adoption, the OECD includes the likes of AI and ML tailored for sophisticated tasks. The average advanced cloud adoption rate is currently 13%, yet 78% of respondents to the report identified AI and ML as the technologies that will have the most transformative impact on societies.

To realize that vision, this gap must be closed. As it becomes so, what can we expect to see and experience in critical sectors by 2030? In education, SMBs could help make learning more accessible and provide personalized content and individualized feedback to students. In healthcare, they could enable more medics to analyze results more accurately and synthesize high volumes of data for R&D: generative AI is expected to play a role in the development of up to 30% of all new drugs by 2025. In farming, we would see a greater uptake of AI and ML technologies for precision, data-driven agriculture, which uses fewer resources and yields greater results.

Reducing costs, enabling scalability and gaining expertise

This vision and the prospect of adopting cloud technologies will be significant for many SMBs that will understandably want to start small. Fortunately, the nature of the cloud supports this. Instead of investing heavily in new infrastructure, SMBs can use cloud services and virtualized resources on a pay-as-you-go model. Shifting from traditional fixed costs to a variable costs model means organizations only pay for what they use — which can be scaled up and down to meet demands – reducing running costs and freeing up capital. Starting small also means working with a cloud services provider that understands the needs of each SMB it works with and offers tailored support and training.

Of course, just because we start small doesn’t mean we can’t think big. In terms of migrating to new cloud technologies, SMBs should adopt a whole-of-business cloud migration strategy and draw on the knowledge and expertise of other organizations that have already made the move. For businesses operating in any market, these benefits will be attractive — especially to their bottom line. Finally, achieving this vision for 2030 can’t be attained without the buy-in of other markets and sectors of society. Moving towards this goal — and leveraging the cloud technologies required means continuing coordination between governments, educators and other industries.

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AT&T CEO Calls On Google, Meta, Apple To Pay For Subsidies

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AT&T CEO Calls On Google, Meta, Apple To Pay For Subsidies

AT&T wants the seven biggest and most profitable tech companies, namely Apple, Amazon, Alphabet, Meta, Microsoft, Nvidia, and Tesla, to help subsidize Internet and telephone access in the U.S.

AT&T CEO John Stankey said on Monday at a telecoms forum that big tech companies should be required to contribute to the Universal Service Fund (USF), a federal program that spends $8 billion a year on phone, Internet, and other telecommunications services.

The fund supports lower-income customers, customers who live in rural areas, or those who reside in high-cost areas. It also brings internet and phone service to eligible schools and libraries.

“The seven largest and most profitable companies in the world built their franchises on the internet and the infrastructure we provide,” Stankey said, per a Reuters report.

“Why shouldn’t they participate in ensuring affordable and equitable access to the services of today that are just as indispensable as the phone lines of yesteryear?” he added.

John Stankey, AT&T CEO. Credit: David Paul Morris/Bloomberg via Getty Images

As a telecommunications company operating in the U.S., AT&T is required to contribute to the USF.

The fund takes a percentage of AT&T’s revenues, starting at 15.5%.

AT&T charges its customers a Universal Connectivity Charge based on the USF percentage — so at the end of the day, AT&T’s customers pay an additional cost that goes towards the fund.

“In the competitive industry we are in, we cannot afford to absorb the costs associated with the USF that have been imposed on AT&T,” a company webpage reads.

Related: AT&T CEO Reveals Cause of Mass Outage, Offers Account Credit

Stankey isn’t the only AT&T executive to recently call attention to the USF fee. Earlier this month, AT&T executive vice president of federal regulatory relations Rhonda Johnson wrote that the company’s USF contribution percentage was now 34.4% — and had remained at above 30% for the past four quarters.

Johnson wrote that Congress should expand the USF’s sources of funding to “tech companies – like Meta and Google – that utilize consumer broadband connections.”

These big tech companies have profited from having Americans online and should also contribute to a reformed fund, according to Johnson.

Related: AT&T Customer Data Leaked to ‘Dark Web,’ Millions Affected

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