The Internet is a noisy, busy place. How can you differentiate your business? How do you get customers to find you?
Having a static website isn’t enough, says Andre Savoie, a WSI marketing consultant, in this webinar. A website is usually company-focused, rather than customer-focused. You need to generate quality marketing content that helps a customer see why they should buy from your business, with a focus instead on your unique selling point. As an added bonus, this content will help your business become more visible on web search results.
How to get started?
Summarize what your business does or offers, in 10 words or less.
Why would a customer buy from you instead of someone else? Determine one thing that sets your business apart from its competitors.
Avoid meaningless superlatives, and stick to things about your business that a potential customer can confirm. Instead of “We’re the best in the business!” use a testimonial from an existing customer who says, “They are the best in the business.”
How do you create content that speaks to specific people?
First, identify your ideal customer, and know what they want. Create three to five “buyer persona,” a fictional character, with a name, gender, age, financial situation and individual primary motivation, who is a typical client in your line of business. Next, understanding your buyer persona’s buying cycle will help you generate content that is of specific interest to them. When and why will they seek out your business?
Once you identify your customer specifics, you may consider creating targeted offers for your different types of buyers, perhaps a discount, a buy-one-get-one offer, or a free trial. Now, with all this in mind, brainstorm ideas for relevant content that will pique the interest of your identified customers, with a blog, webinars, digital email marketing, social media and your website. Finally, create a content marketing schedule, and stick to it. A simple schedule would include a date, a topic, and a platform (blog, email marketing message, social media, press release, etc.). Don’t forget to decide who will generate this content. Need help? Call the ProfitCom team!