Online marketing needs content that is RELEVANT. The more relevant your material is, the more attention your customer pays to your message. And attention in the online world is currency.
The goal of any marketing is lead generation and driving customers towards your product. The old system of trying to get as many un-qualified leads is a thing of the past. Savvy marketers now realize that lead quality is the goal. By utilizing a content-driven marketing platform, companies can do a much better job of nurturing quality leads into sales.
At a recent meeting, we covered the changes that have taken place with the explosion of the internet. No longer are salespeople the number one source of information. Company executives dont get the freedom to put unique spins on their products wither. Customers know what they are looking for. Customers would rather read a review on a product by another customer rather than be bothered to listen to the marketing drivel of specs, features, and benefits.
The best use of marketing resources is to create a “hub” of information where customers can do their research on the company (they are doing it already). “Marketing content is no longer relevant if it’s focused on what companies want their customers to know about them.”
The three questions prospects will ask when landing on a web page are:
- Where am I?
- What can I do here?
- Why should I do it?
Customers have taken over the buying process. It is up to us to ensure that we are creating an atmosphere for them to buy. The following factors gauge the value of your marketing currency:
- Opt In
A common mistake made by marketers is “poor communication of a business value proposition.” This is a shift I am trying to make in my own company as I try and differentiate us from our competitors.
Three best types of content to leverage in order to motivate leads to buy faster:
- Education – Help your leads answer their questions and understand why their problem is urgent
- Expertise – Demonstrate through market leadership that you are the coach they will rely on to get the job done
- Evidence – Can you walk the talk? Will your customers say so? Can you get testimonials? Have a look at my post on creating raving fans for some ideas.
So ask yourself, “Am I interesting?”