Content is at the heart of today’s marketing strategies as businesses use websites and blogs to demonstrate their own expertise.
If you run any type of professional business today you’ll know that, in terms of marketing, the world has changed dramatically.
Changed buying behaviour in a web-driven world
In the past five to ten years, the web has transformed buying behaviour. Historically, if a potential client wanted information on your services, they would call your office and engage you or one of your staff to get the lowdown on your offering.
Today, their first port of call is undoubtedly the internet.
They will search on Google, check out your website and expect to sign up to article updates or social media feeds to find out more about your business. They are checking to see who they could best trust to solve their business problem, and in the process, expects to find valuable content.
High quality content
Today, effective marketing is all about creating high quality content and sharing this across the internet. This doesn’t just mean information that is well-written or artfully produced. This equates to information that is first and foremost of real value to your particular client base.
- Educate your clients
- Show them best practice
- Tell them what to look out for
- Give them valuable tips on how to achieve success
- Demonstrate how you’ve helped others in their position
- Answer their problems
- Open their eyes
Creating and distributing this kind of relevant, valuable and compelling information will help you turn prospects into buyers and buyers into long-term advocates of your business.
Marketing with valuable content is a win-win for your company and its customers – your potential clients get the information they require and you get to demonstrate your expertise and usefulness.
Valuable content will help you sell. It helps your ideal clients find you and makes it easier for them to buy from you. It’s an opportunity to position your company as the place to turn to when the time comes to buy.
A different approach to client communication
If you want to reap the rewards that valuable content brings, you need to start communicating differently.
Your position should be not “look how great we are” (as in a traditional sales brochure) but “look how useful we are…..we have the answers to your problems.”
This approach is truly customer-centred.
Valuable content may not be easy to create but it is an essential tool if you are going to grow and sustain a successful business in today’s web-driven world.
The world of digital marketing has an insatiable appetite for words – to entertain, persuade, reassure, delight, inform, help, inspire, lead, motivate, calm and everything in-between. Words really do matter!
Techniques to implement to emphasise the persuasiveness of your copy include:
- Consistency – build trust and integrity and help your existing and prospective customers identify with your brand
- Repetition – make your point in different ways throughout your text
- Comparisons – use analogies and similes to relate the scenario you are describing to something that your reader already accepts as true
- Agitate then resolve – identify the issue or problem your reader is facing, empathise with them, then offer your solution
Creating and consistently delivering this type of information takes effort. You need to build a deep understanding of the needs of your target client base and of where and how you add value. It also takes time and skill.
If this isn’t your forte or you simply don’t have the time to devote to this, KG Marketing can help.
We work with small local businesses from a variety of industry sectors and manage their marketing strategies over a variety of platforms. We offer flexible and tailored packages to suit all budgets.
To find out more, contact us at [email protected] or phone 07753 425412 for more information.