Most businesses are plagued by one simple problem. Trust!
Yes, most businesses simply can’t get people to trust them enough. You see, people need to trust you in order for them to hand over their hard earned cash for your product or service.
Now, what if there is a simple almost zero cost way to earn their trust?
No, I am not talking about brand endorsements by celebrities or pushy advertisements. They are not even remotely close to free, so why would your thought even go along those lines (Not that I am against paid advertisements, but why pay money when you can achieve better results without spending it in the first place)?
I am talking about using powerful content marketing strategies to build trust, engage your prospective customers and convert them into loyal customers for life.
Why Do You Need to Adopt Content Marketing Strategies?
Firstly, content marketing is almost free if you are creating your own content. Nothing beats a marketing strategy which doesn’t cost you anything to acquire a customer (Not factoring in the time you put into creating the content).
The internet has changed the way people buy products. With e-commerce exploding in popularity, it’s just a matter of time that almost everything goes up for sale on the internet (recently someone was selling a buffalo on eBay!).
It’s no longer true that you can put up some product or service for offer and people will give you their full attention. You have to earn their attention via engaging them and providing them with useful content. Selling comes only second to awesome content.
You are no longer dependent on third party to interact with your customers. Content marketing enables you to provide high quality content to your customers directly and they in turn get to know more about your business and it’s benefits. Useful content builds trust and your prospect is now easier than ever to convert into a paying customer.
7 Powerful Content Marketing Strategies
Strategy #1: Embrace Content Marketing
This should be a no-brainer.
You need to understand the benefits of content marketing and be prepared to deliver high quality content to your customers. Whether they are already your customer or a prospect, the value of the content decides their future conversion rates for your offers.
You can make use of proper keyword research to find out what people are currently searching for online and write content based on demand.
If you don’t have the time to come up with high quality content, consider hiring someone to manage the content creation process. The thing is, there must always be a system in place to churn out quality content for consumption by your customers.
Note: Content doesn’t only mean articles or blog posts. It includes webinars, power point presentations, e-books, useful videos, and more. Don’t limit your creativity to just market using words.
Strategy #2: Be Relevant
Create compelling content that solves your customers problem. Take care to see that you do not deliver too much information that your paid offer is no longer needed.
Finding the right balance is the key to a winning content marketing strategy.
Let’s assume you sell financial budgeting software that makes it easy for people to manage their personal or business finances on the go.
You could provide users with articles, videos, and PowerPoint presentations on controlling spending, setting & managing budgets and so on.
Your selling point is ease of use. By giving away useful and relevant content to your readers, you are giving away a ton of useful information and establishing yourself as a trusted authority in your niche.
Giving away the information for free doesn’t affect your sales negatively since knowledge doesn’t necessarily transform into ease of use or time savings and people will mostly end up buying your product.
Strategy #3: Understand Content Marketing Doesn’t Stop Once a Sale Is Made
Once a sale happens, they move on to acquire new customers. Content marketing worked for them since they got customers. Isn’t it time to fish for more fish?
Although getting more customers is crucial for most businesses, you shouldn’t consider your content marketing campaign to be a one-time solution. It’s an ongoing process.
You still need to deliver quality content to your customers even after they pay you. This will ensure that they stay with you for a longer time (excellent if you have a monthly/yearly paid plan).
I am amazed at how many software’s get a lot of content marketing right, yet, they do not even have a properly documented get started guide. Just because you know your product inside out, doesn’t mean your customers feel the same way.
Provide content that helps users make maximum use of your product or service. Do you sell software? If so, give them in-depth guides on how to use the software (complete with screenshots), a user support community, knowledge base repository, and a way for them to reach out to company support.
Strategy #4: Your Content Must be Sharable
You have worked hard on providing quality content. Don’t you want your users to spread the word? I know I do!
Make sure that your content is easy for them to share it with their friends. The best way to do this is to provide social media sharing options on the content page. The easier it is for users to share your content, the more likely they will spread the word for you.
This is one area where people either overdo it, or not do anything at all. When people decide to offer social media sharing options, they think that more is good.
Nothing can be farther than the truth.
More is not always good, at least for social media sharing purposes. Sometimes, giving more options can confuse the readers and prevent them from sharing anything at all.
Find out where your target audience hangs out and provide options to share your content on those medium. You might also consider asking your readers a poll regarding their preferred social media sites.
Strategy #5: Your Content Must Serve a Purpose
It’s easy to fall into the trap of endless content creation.
Before you keep on creating content with no clear goal, ask yourself one question.
What do I need my readers to do after consuming this piece of content I am about to produce?
This is effectively the call to action you need to have on your content.
Do you want them to sign up for your newsletter, buy your product, sign up for a webinar or download your free eBook? Make it clear!
Strategy #6: Test Content Channels
You could go on and on creating high value content. What if no one comes to know about your content?
It’s essential that your track each channel to measure the most effective content marketing medium.
For some businesses, social media works great. For others, blogging is the ultimate content marketing tool.
Just because there is a new social media website on the block, you needn’t flock over to that site. See which works for you best and stick with it. At times test if newer channels work for you.
The easiest way to test content channels is by using campaigns and tracking results via Google Analytics. Here is an excellent article which explains how to do it using Google URL Builder and Google Analytics (Both are free tools).
Strategy #7: Test With Different Content Formats
You know what the problem with us content marketers are?
When we create content, we feel that it’s the most effective way to give information to our readers and engage them.
Problem is, not everyone thinks like us.
The format of your content can have high impact on your audience. For some video works best, for some text works best. Then there are people who want podcasts.
Mix up your content offering. See which works best and provide more content in your readers preferred format.
Concluding Content Marketing Strategies for Your Business
Content marketing is absolutely the best way to get more customers for your business in most cases. That being said, I wouldn’t rely on content marketing alone either.
No matter what the gurus say, you should continue marketing which brings you results currently.
Are you using any other content marketing strategy in your business? Let me know in the comment section.
P.S: Have you downloaded my free content marketing beginners guide recommended by Marcus Sheridan, Steve Scott and AJ Kumar?