Why do we put so much time and energy into content marketing? The answer is simple: to grow our business. In order to generate more leads and turn those leads into paying customers, there is something we have to remember while churning out content — customers are people too.
Throwing product features at potential clients isn't the way to appeal to their needs, feelings and opinions. It does not tell them what value we can add to their lives. It certainly doesn't make them trust us and tell their friends about us.
So how do you appeal to people within the companies you are trying to close? With a content marketing strategy that speaks to them personally.
Be honest and well-rounded
People hate feeling like they're marketed to, so it's important to honest, open and well-balanced to gain their trust. Not sure what constitutes honest content? Try giving your customers easy access to expert opinions or customer reviews. You shouldn't be the one saying how great you are or how essential your service is; when someone else is saying it, it feels much less like a sales pitch.
Keep a list of influential people in your area of expertise and watch their social activity. If they mention your company name, the benefits of a service similar to your own, or mention any of your keywords, use it in your content creation!
Provide real data
When a person is making a choice about purchasing for their company, they want and need real data to massage them into reaching that final decision. According to a HubSpot survey, 29% of decision-makers will heavily rely on case studies while 25% will look to bench marking tools. With that in mind, build out some case studies that will speak to your buyer personas — it will be a must-have in your content arsenal when you are trying to close a customer. When a consumer can see how another person with similar issues as them benefited from your services, they are more likely to commit to making a purchase.
Ditch the buzzwords and industry jargon
Do not fall into the trap of assuming you are writing to a senior and more-educated audience. Ditch the buzzwords and jargon and get straight to the point — people have far less time to spend researching and thus less time to translate complicated messages. Make your message easy and to the point with an easily digestible tone, rather than complicating what you are trying to say with big words. Of course, the style of content you are creating varies with each stage of the buying process, but regardless your writing should always be easily absorbed.
When people get an email from a random company trying to sell you something — which is becoming far less common with the Canada's Anti-Spam Legislation — they are likely to hit delete immediately. Admit it, you've done it; we all have. This is because you realized it was from a company you didn't know, didn't know you and was quite clearly trying to sell you something — even if it had no relevance to you. This is why it is so important to know who your content is written for and writing content that targets those people from the beginning. Then find out where you can reach those people and reach out to them with that content.
Provide value with no strings attached
Most of your sales cycle is over before you even talk to your lead, so make sure that content is building those relationships you need to be successful. Create valuable content that is written specifically to meet each need in at each stage of their decision-making process to be sure you make that short-list to connect personally.
Connecting with your customers with content marketing relies heavily on speaking honestly and openly to your consumer and showing them that you understand their needs, feelings and opinions and are ready and willing to help make life better. Convert even your biggest skeptics into brand evangelists with compelling content. Contact us today to create stunning content for optimized lead conversion.