Problem: You’d like your website to be a source of prospects and leads for your sales team.
Goal: Attract more potential customers with the types of problems your products solve to your company website.
Tactic: Strengthen your website content by making content marketing a priority. Content marketing is here to stay because buyers use online search tools to do their homework when purchasing anything. Buyers also check out social media sites when researching online. Products and services of all shapes and sizes are now at the mercy of the online researcher/buyer/customer.
For companies selling higher ticket products, your decision makers and influencers inside your prospects’ companies constantly search online for the best products/services to buy. The way buyers determine who has the best widget can be influenced by who has the best problem-solving information (most valuable content) on their website.
Develop a content creation and publishing schedule and stick to it.
Make sure the content you create is valuable, remarkable content. Brian Halligan and Dharmesh Shah, authors of the new book Inbound Marketing, Get Found Using Google, Social Media and Blogs have lots of useful valuable information on this topic. They recommend that you think of your marketing function as half marketer and half publisher.
- Make sure your website content is valuable, educational (how-to focused), and shareable.
- Use your content to share your expertise. Be generous with your knowledge and experience when creating your original content.
- Write an article (or create a brief video) with the kind of content that your customers will want to forward to their colleagues and coworkers. The kind of content they want to share.
- The Inbound Marketing authors call this remarkable content or shareable content. How to content is great for sharing.
Benefits:
When your website content answers your buyers’ and prospects’ top issues, you’ll increase the number of web visitors in search of solutions that you provide.
More people looking for answers to problems (you solve) will find your website more often (Woot!).
Your website will become the online destination for people looking to solve the problems your small business can solve.
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