Want to increase business? Want to develop lasting relationships with your customers? Then quit providing information with content that only benefits your company, products/services. In today’s Internet world, the only thing that matters is to provide information that matters to your customers and potential customers.
Why? Your customers are using the Internet to pre-qual your company. In fact, recent research indicates that 90 percent of B2B buyers use the Internet to preview your company/products/services BEFORE and DURING the selection process. Plus, the Internet stands between you and your sales team.
If you want to discover the tools I’ve used over the years, click here. These resources will give you a competitive edge in the marketplace.
Think of your website as your first impression. And as we all know, your first impression is a lasting impression. If your website is not making a great first impression, take a look at your top three competitor’s websites, analyze what’s beneficial to their customers, and with a fresh perspective, take a look at your own presence and make adjustments accordingly.
- Your landing page should immediately provide a compelling reason why anyone would want to stay and read more.
- Keep it simple. Remember, anyone who lands on your website is only 1 click away from walking away. Your Unique Selling Proposition (USP) – your differentiator – and why/how that can help your customer/potential customer should be given top-shelf.
- Your content should be customer-focused. Too often, businesses present their case from their perspective. You should think like and then write as if you are the customer.
- The number one metric for businesses is to generate high-quality leads. However, most businesses provide low-level content. Hmmmm. If you want quality leads, provide quality content. As has been mentioned, write white papers, provide PDFs, or links to quality information, and as a “fair exchange” they provide their contact information and you get a new lead.
- Build to last by first getting your customer’s attention and then developing a long-term, relationally-based, mutually-beneficial partnership. Become a problem solver instead of a product provider and you’ll trump your competition.
- Consistent delivery of relevant and quality content can position your company above the clutter, build relationships, and create quality leads for your sales team.
Contact me and let’s talk about how we can improve your content marketing.