The Internet has permanently changed the way we evaluate and purchase products and services. As a result, we must change the way we market and sell our products and services.
Customers have taken ownership and control of the sales process. They don't want to talk to customer service or sales until they've already decided what they want to buy. As such, the old way of marketing doesn't work as well as it used to. You can't put out one-size-fits-all ads that assume that everyone has never heard of you.
Instead, you need to guide potential customers on their buyer's journey. You need to be there when they need it, offer helpful advice and recommendations and provide ongoing assistance in a non-pushy way. In short, you need to put the customer and their needs first. Sounds obvious doesn't it?
Whether your company is big or small, content marketing is 10x more effective for increasing:
Unlike traditional marketing and advertising methods using billboards, print ads, press releases, etc. that interrupt and tries to get in front of as many people as possible, wherever possible, content marketing is about using content to attract qualified people when they're already actively searching for solutions to their problems.
It's not about forcing your product on people, but making it easier to find solutions to their problems and evaluate alternatives. It's about educating and equipping people to make informed purchase decisions.
Using content marketing, we do this using a mix of website optimization, content creation, search engine optimization, email marketing, lead generation, and social media marketing in a way that makes your prospects happy.
During the attract phase, people are likely strangers to your brand. Your goal is to build brand awareness, reach new audiences, and increase traffic to your website or online store.
Once you have made people aware that you exist, your goal is to get them to "convert". Ideally, they buy something or donate but if they don't, you want them to share information about themselves so you can market to them again.
Now is when the real work begins. During the "convert" phase, you take leads who may not be ready to make a purchase from you and guide them through their buying process with timely, helpful content.
Once they donate or buy from you, the relationship doesn't end there. You've got to keep that relationship alive and well to encourage repeat business, referrals, and positive reviews. This is how you earn loyal customers. promoters and brand advocates.
Buyer personas are fictional profiles of your ideal customers and a buyer journey is the course they usually take to become your customer. They help us understand the behaviors, interests, and pain points of our audience on a deeper level so that we can align our content and strategies around them.
Content is the voice of your brand and the heart of inbound marketing. It is the primary tool for everything we strive to achieve and depending on your audience and goals it may include blog articles, infographics, videos, social media content, webinars, quizzes, and more.
If it isn't already, your website needs to be designed so that it captures leads, converts traffic into donors/buyers, conversion, content creation, personalization, and user experience in mind.
Tracking your performance is the first step to continuously improving it. You need to understand which of your marketing activities are driving your results. We will track and measure your marketing's performance through metrics like website traffic, conversion rates, click-through rates, on-screen time, etc.
FOR YOUR BRAND OVERALL.
How We Can Help You
Whether you're new to the content marketing or looking to revamp what you have, we'll take note of your current state and assets and create a custom marketing strategy to achieve your goals. Do you want to increase awareness, donations and/or sales?
We will work with you to develop your buyer persona assets, create original content, and design/build/update your website, in addition to setting up the software, integrations, and tools you need to put your strategy into action.
Our team of marketers, graphic designers, and web developers have all of the marketing knowledge, creative instinct, and technical expertise needed to guide and execute your strategy for you.
We will tell you what is going on, but we'll show you why it matters. When we're working together, we'll help benchmark, analyze, and interpret all of your performance analytics, then take strategic action with your marketing and design based on it.
Want to know more?
If you want to get started with content marketing or find out how you can do it better, we're here to help. Find out how a successful content marketing strategy can improve your campaign ROI and increase sales.