“My business IS unique!”
“We do things better here!”
“Those guys down the street can’t hold a candle to our quality.”
“Ask our customers, they love us!”
Ok, awesome! Well, are you using any of that unique-ness and superiority to connect with and grow your customer base at a core level and create more consistent revenue from new and existing customers in the places they are searching the most? Are you utilizing content marketing for SEO that will enable your website to present useful information to online shoppers?
If you are, kudos and high fives all around! However, most businesses and brands are not curating and targeting content that converts online traffic into sales because they simply do not have the time!
In the modern selling environment, user intent through search queries is one of the top buying factors that lead directly to engagement with a website or business that presents relevant information related to the needs of the user. With that being established, it is the businesses duty to develop content that will inform, educate, and convert the user to a customer, whether it be online or offline. If you build it, they will buy! Let’s look at a few factors that round out optimization for your website and your brand through content marketing and the context of said content.
If you’ve explore and researched online marketing recently, especially SEO, you will have noticed one constant. Content. Ok, well what exactly is content? It virtually is EVERYTHING. Content marketing can be text, photos, videos, graphical images, customer testimonials, and a million other things. Content is anything that makes up the visual appeal, personality, and identity of your business. It is is the single most important factor that affects your credibility with your prospective and current customers.
The reason we see this marketing practice to be as important as advertised, is because it flat out works. Content marketing should be established as the core of any business that wants to compete in the online marketplace, most notably on the local level. It works by identifying the important facts, mission, and purpose of a business while showcasing products, services, information, and what problem the business aims to resolve for it’s customers.
Embracing content marketing should be a high priority for any business in search of increasing traffic, leads, and sales online. Each individual piece of content should be carefully crafted with a unique message that is directed to provide information to the user online. Aside from a properly crafted, keyword-focused, long-form article, there are important things to consider when implementing content as part of your marketing strategy. Every blog, article, featured product description, etc. should also have it’s own distinct URL, title tag, meta-description, image alt-text, anchor text, and linking strategy for optimization that not only seeks to serve the user but to stay in best-practices with search engine guidelines for optimization.
“Content is King, but context is God.” – Gary Vaynerchuk
It’s not always about what you say, but how you say it. Providing and showcasing your value to your prospects and customers as often as possible with create a trust factor they will associate with your business. It doesn’t matter if you are providing a hard breakdown on product specs or are throwing light-hearted humor into your content strategy. It is about engaging consistently and in a relatable way that your customers will appreciate.
Everything certainly does not have to be rigid and educational. People want personality, and they want a personality that reflects their own. At the end of the day, people live to live better and they want to achieve happiness in all it’s forms. It could be a new refrigerator to match their newly renovated kitchen or it could be a quick laugh about what it’s like to be at work on a Monday after Super Bowl Sunday. People relate to life and they connect with content that is served to them on a realistic level. Leave the BS out of your content efforts because people will be able to smell is a mile away. There are ways to be informative and strictly educational, especially with big ticket high-cost purchases, without being robotic and having that sales-scripted vibe.
Connect on a human-level and be real with your audience. It doesn’t matter what you are selling. Help your audience feel comfortable with you but presenting information to them in various formats. Create emotion as you would want it created for you and respect the human element of how we react too stimuli that affects our purchase decisions. It’s also great to stay consistent with your objective in a given content piece. If you want to to keep it light and humorous, don’t plug-in boring disclaimer or incentive information halfway though. People don’t want to run into that when they’re in the middle of a free-flowing article that is built for hitting their human senses. No BS.
Know the platform you are sending you message. Your website that is filled with product-based descriptions and services may not be they place to crack jokes. Once people are there, it’s a place where they can get your businesses details and perform research. We want them to convert quick and efficiently. Don’t stuff things in the way because you think it will send a specific message the customer is looking for.
Once they’ve arrived on your website, they purchase funnel narrows. Bring them to close! However, if your efforts on Facebook, Instagram, or Snapchat create opportunity through informal interactions and humor, keep doing that. People go to those platforms for the purpose of entertainment and break from their routine at home or work. It’s tricky to be versatile and adapt to each platform as each is different. So, look at what works and learn through experience and the reactions you receive from your audience. Being a chameleon isn’t easy but if one color doesn’t work, you can always change it!
To recap, try to envision what you would want if you were walking into your business, either physically or online. Respect people and strive to put yourself in your customers shoes. Embrace the effect storytelling has in society and how it brings emotional decisions out in people engaging with your brand. Deliver consistently and with purpose. Aim to become an authority, your customers will continue to follow and trust you.
Let’s create and sell!