The average company spends a fair amount of time each year trying to convey its value and benefits to potential customers. What assets are you deploying in your quest to win the hearts and minds of your ideal customer?
Consider this: Most people investigate a purchase by searching online for ideas, information, prices and even your corporate values. What do people find when they Google your company's name, or the name of what you sell? If the answer is "not much," then you are in trouble.
For example, if you are a home building expert in Central Iowa, and someone Googles "Central Iowa home builder" and you don't come up on page 1 of Google results, then you have some work to do. Nobody will be able to find you. If your Google result is on page 2 of Google results, the chances of someone finding you decreases more than 88 percent. That means less than 12 percent of your potential customers will stumble upon your site and even fewer will click on the link to your website.
How do you get attention without paying for ads? The answer is content marketing. Here are some ways to use the content you may already produce to attract the ideal buyer right to your business.
- Optimize your website with fresh content: When a potential customer comes to your site, does the page reflect the latest information about your company? Is the content engaging? Is there a specific call to action or next step the visitor is encouraged to take? Besides engagement - search engines love fresh content and rank it higher.
- Keep social media interactions current and engaging: Like it or not, people expect to be able to reach you on social channels. They'll be asking questions, seeking customer service interaction, and hoping you notice their latest complaint. Are you ready to interact in real time?
- Add a newsroom and keep it up to date: If you have a positive public relations success, you can put that story to work for your sales team indefinitely by posting it to the newsroom on your site. Over time, your newsroom will be filled with information that your customers can find and read when they discover your site. It's like creating your own media channel, except you don't have to ask anyone for help. The messages are yours to define and you can publish whatever you want.
- Seek customer testimonials: Nothing is more powerful than a third-party endorsement. Use your imagination - don't just post text to your site. Add photos and video to create a richer viewer and more impactful experience.
- Show your employee's faces and let them be spokespeople for your brand. Many websites don't feature the names and faces of their employees, and that is a mistake. Employees are brand ambassadors - let them tell your story in their own way and on their own social platforms, too.
Digital content marketing is a very effective way to tell get positive messages into the public sphere without breaking the bank. All it takes is a little planning, knowing what you want to promote, and the time it takes to write and post the content to your digital properties. It's an extremely authentic and enduring way to get noticed.