Marketing your products and services in today’s technology-driven market may seem confusing and overwhelming, but though the delivery method has changed, one thing remains the same: your target audience and customers do not want to be sold products and services, nor do they want to be “yelled” at with your strategy. They do not want to feel as though they are being fooled into buying something with no regard for their needs or intelligence; like they’re just another peg on your sales board. They want a relationship with your brand. This is true for B2B and B2C.
Buyers are people who buy based on emotion, no matter what type of products or services they are purchasing.
Potentials and customers alike want you to convey simply and efficiently how you will solve their pain points and fulfill their specific needs with your products or services. If you can’t do that quickly while remaining friendly and sincere, they’ll jump. Videos are fine (when professionally produced) but written content is essential.
Customers Need to Feel More Connected to Your Brand than Ever
Targets and customers need to feel more connected to your brand, now more than ever. They want relevant information and lots of it, all the time. They want to feel as though they’re buying from a friend while being educated.
So how do you get your target audience to do more than simply recognize your brand; to rely on it, refer it to others, and follow your product for many years?
- Regularly publish customer-centric, knowledge-based, easy-to-read content to engage targets and customers alike and inspire them to action (reach out for more info, interact with a chatbot, buy, refer, share your company with their network, etc.).
- Ensure all content follows proper grammar and correct spelling rules. Being “fun” doesn’t mean being incorrect or sloppy.
- Keep website pages and other content marketing interesting and customer-focused, and update pages periodically. This also boosts SEO.
Content that Makes the Reader Feel
Content marketing involves storytelling, emails with personality, informative yet interesting e-newsletters, well-written blogs, and websites with customer-focused, relevant information, examples of inspiration, and even humor, all with the express goal of making the reader feel something and motivating him or her to action.
Without evoking some type of emotion (are you nodding while reading this or feeling excited to get started on a content strategy?), the person reading your website or blog will usually leave.
Good copy answers the reader’s query in detail, while also being well-structured and easy to navigate. It also offers a guide to action in the form of a checklist or how-to. Images and videos add value to the textual information you provide, too. – SemRush, Anatomy of Top Performing Articles
Content Marketing is Vital in the Awareness-to-Sales Cycle
Content marketing is now the fastest-growing budget allotment area for companies, according to The Content Council, as they stop resisting and start embracing it as a way of generating increased revenue. In 2021, with our dominant online sales cycle, high-quality content is a vital tool – I would go so far as to say it’s not an option anymore – in the awareness-to-sales cycle.
Do you have a dedicated content schedule or plan? This is just as important as any of your other revenue-generating strategies. Without it, revenue will suffer.
If you haven’t connected with your target audience or engaged with your customers through digital marketing, it’s time to get writing and sharing quality content. Not sure where to begin? Hire a trusted, professional content specialist.
Contact Pen & Peacock today for a no-obligation consultation and see what content creation can do for your brand, and ultimately, your sales growth.