Words—who bothers to read them?
This seems to be a common sentiment. What is certain, however, is that even if your typical customers aren't big readers, they still read ads, brochures, or product descriptions, and they will search online for solutions to their issues.
You might be thinking, “I get it—people read. They don’t always read Dickens, but they read. So now what?”
This question is very important because many firms invest heavily in their inbound marketing strategy. They use copywriters, content writers, or people who can do both, and two months later they expect a boom in their sales.
Many new entrepreneurs believe that a few shares on Facebook or Twitter are going to be enough to propel their business to the next level. While it is true that successful companies utilize content marketing in their approach, it’s not always as simple as some would like to believe.
I am going to try my best to summarize the following: what you are paying for with content writing services, why it is such an integral part of your business plan, and what other steps you can take to thrive in the modern marketplace.
Taking a Consumer Centric Approach
In today’s marketplace, customers are becoming better informed by the hour. As a result, they can make more informed purchasing decisions. For example, the modern cosmetic consumer may now know that parabens can lead to negative health consequences, and therefore she may alter her purchasing decisions to focus on paraben-free cosmetics.
Customers influence our behavior, and if we get locked into tunnel-vision and ignore their desires, we as marketers will lose 99 out of 100 times.
When you start offering solutions on your blog without actually “selling” your product, when you successfully educate customers and convince them of your expertise, you don’t just gain new clients. If they’re delighted with your products or services, you earn promoters.
A promoter’s experience with your business goes far beyond just using your products or services in exchange for money. Note that the key characteristic that separates a promoter from your other customers is that your promoter made an informed purchase that he or she is proud of.
Listen and Educate
The relationship between firms and their potential clients is rather complex. Marketing strategies influence and create solutions for basics needs. A marketer’s role is to identify these needs and use the tools at his or her disposable to generate demand for a product or service. We as marketers must keep our fingers on the pulse of modern culture. But simply listening to our customers is not enough. We have to take it a step further.
When you identify a need, try to walk a mile in the shoes of your potential customers. Your content should be empathic. You want your content writers to know how to write about genuine concerns—such as addictions, for example—and how you can help them overcome obstacles in their lives. You want your customers to come to you for solutions. All of this leads to the ultimate goal: building trust with your customers.
What’s in a Landing Page
If you hire someone who knows how to attract the attention of your customers, you can use his expertise to lure them in with an enticing landing page.
Keep in mind that the purpose of a landing page isn’t about selling a specific product or service. They don’t know enough about you yet!
A landing page is an opportunity to create a relationship your potential customer. It’s an opportunity to introduce them to your brand. To start things off, you can offer them content such as an ebook with information focused on their needs, an email newsletter with potent strategies, or maybe even a case study or white paper.
Whatever your choice may be, just make sure the content you give to your customer provides them authentic value. Unfortunately, simply telling your customer that your ebook will make them rich isn’t going to cut it.
Sure, if you succeed in forging relationships based on trust with your customers, they won’t have to go through all these phases again, and they most likely become loyal promoters of your brand. But trust doesn’t happen overnight. There is a lot of work to be done.
Email Marketing Campaigns
If you manage to obtain the email address of your lead, it’s time to build a relationship with him/her. Keep in mind that the inbox of your potential customer is a personal, valuable source of information. Therefore, treat it as such.
I wrote more about email marketing here. There is only one way to succeed and infinite ways to fail. Email marketing has an ROI of 4,300%. Generating a lead through traditional means costs 3 times more than generating one using content marketing strategies.