Tag Archives: customer-centric content

Why Aren’t Your Website Visitors Converting?

4 June 2015 Theresa Mills Leave a comment Inbound Marketing, Sales Growth, Websites

Have you ever gone on Google Analytics and gotten excited when you saw a sudden spike in traffic?  It’s nice to see, I’ll give you that. Well, enjoy the moment, because those visitors won’t be around long if you don’t actually do something with them.

In a HubSpot meeting today, one participant called this renting the audience. This resonated with me because we’ve had clients tell us that one of their top goals is to increase website traffic. The problem is, they haven’t really thought beyond the traffic. This means those visitors will probably just stop by, have a quick look, then bounce. Website visitors need a reason to stick around.

That’s when inbound marketing can be your best friend.

Inbound marketing is all about the journey of your prospect, from the very first introduction to your brand on a blog or social media site, all the way through conversion and beyond. At every step of the way, you should be providing your prospects and customers with content, educational materials and resources that will make them want to stay.

Here are a few ways you can keep your website visitors from doing the dreaded bounce:

1. Make sure your website is optimized for conversion. Your website isn’t just for show – it’s one of your greatest assets. Every page should have a purpose, whether to educate the consumer, provide them with a content offer or answer their questions. Your website should be clutter free and easy to navigate with a clear call to action on every page.

2. Talk about them – not you. Focus on using customer-centric language on your website and in all of your content. About Money says that the word “you” is the most powerful word in advertising because it’s personal. Want to connect with your customers? Then stop talking about yourself and tell them what you can do for them. It may feel strange at first because you’re going to want to tell them all about your product or service, but once you get the hang of it, you’ll see how effective this can be.

3. Offer them well-crafted, easy to digest resources. You need to create well-researched, credible content that directly addresses the needs, wants and concerns of your ideal prospect. Online tools, data sheets, training videos, case studies, white papers and webinars are effective ways to nurture your prospect (without looking like you’re marketing to them), gain their trust and keep them coming back for more. Create powerful landing pages that are simple and don’t ask for too much information. I know I get bored and a bit suspicious when a a brand asks for my life story in exchange for downloading a content offer.

Inbound marketing requires effort, but it’s the most effective way to keep your website visitors from bouncing. Think of your website visitors as house guests and make their stay as pleasant as possible. They say good marketing shouldn’t feel like marketing – and that’s the kind of marketing your prospects want.

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5 Reasons Your Content is Failing to Generate Leads

14 April 2015 Theresa Mills 1,016 Comments Content Marketing

Not long ago, I talked to a friend who worked for an SaaS company. He said that everyone in the company was required to write a blog once a week – but they HATED doing it. In fact, it became a bit of a joke around the office about whose turn it was that week to write their blog. LOSER!

As you can imagine, their blogs weren’t very good and they definitely didn’t generate new leads.

If this story sounds familiar, then you’re probably not giving content the time and effort it deserves. The shotgun approach to content production has been proven over and over again not to work.

Here are 5 reasons why your content is failing to generate leads:

YOU DON’T HAVE A CONTENT STRATEGY

Every piece of content should have a reason for being produced: to support higher-level objectives. Without a strategy, content becomes a confusing and random exercise that doesn’t produce any results and leaves management shaking their heads. Content needs to be analyzed and measured just like every other marketing effort, and new strategies need to be developed in place of strategies that aren’t producing any return. You should know when, where, how and why you’re producing every content offer and you should be making sure that your content is getting in the hands of your target audience. Content should always be working for you in a strategic way to generate new leads – but without a strategy, your efforts will fall flat.

YOU DON’T KNOW YOUR AUDIENCE

What’s the point of producing content for just anyone? You’re in business to make money and your content should support that goal. How are you going to drive new leads to your website if you’re not giving your prospects the kind of content they want? Understand what your audience consumes and where they consume it. Make sure you understand their needs and wants and produce the kind of informative content they’re searching for online.  If you consistently produce content that solves their problems, you’ll eventually become a trusted resource.

YOUR CONTENT ISN’T VERY GOOD

Not just anything will do. We’re in a state of content overload on the internet which means you’ve got A LOT of competition. Your content needs substance and it needs to provide new information for your readers. Lack of time is one of the top reasons cited for producing poor-quality content. Fortunately, there are scores of quality freelance writers available to alleviate your burden. Writing isn’t something that just anyone can do – it’s a skill, like any other skill, that takes time to perfect. If you want results, sometimes it’s better to leave it to the professionals.

YOUR DISTRIBUTION IS TOO LIMITED

Many people fail at generating leads from their content because the right people aren’t seeing it. Distribution is KEY to getting people to read your contact. One tweet or post with a link to your blog isn’t going to drive any significant amount of new traffic. You need to get creative with distribution. Here are some ideas:

1. Create a monthly newsletter with links to your blogs that you can email to your prospects

2. Look into guest blogging opportunities within your industry

3. Following industry influencers on all of your social sites, engage with them, comment on their blogs and see what kinds of blogs they’re sharing

Sites like Buzz Sumo are a great way to see what kinds of blogs are performing well in your industry, who the influencers are, and what kinds of blogs influencers are sharing so you can try and get your content in front of them.

YOU DON’T HAVE GOOD CALLS TO ACTION

Once again, this goes back to the bigger picture of WHY you’ve created content in the first place. You’ve done it to drive new leads to your business. It’s great if your target audience is reading your content, but do you know what you want them to do after they read it? It’s essential to have a call to action in every piece of content you produce – and that call to action should be strong enough to entice your readers to go a step further with you and click on your CTA.

Inbound Marketing is proven to work when done properly. If you don’t have the time to give your inbound marketing the effort it deserves, agencies like Smashdeck Marketing can help. We’d be happy to set up a free consultation to see why your current content marketing isn’t working and how we can help make it better.

Don’t believe inbound marketing works? Download our free white paper to see the facts: Inbound Marketing: Let’s Talk Numbers. Why Content Makes Good Business Sense.   

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Why Content Marketing Makes Good Business Sense

8 April 2015 Theresa Mills Leave a comment Content Marketing

From the story on your cereal box giving you the history of a company, to the case study that persuades you to make a major B2B purchase, you are consuming vast quantities of content every day.

Consumers and brands rely heavily on content to make purchasing decisions. Every day, potential customers study websites, reviews, blogs and competitors to decide where they want to spend their money.

Well-researched content provides a reliable source of information that allows consumers to educate themselves and make decisions at their own pace, rejecting the outbound tactics that some brands still use to try and grab their attention.  Consumers no longer want to be disrupted. They want information and advice they can trust and they want it on their terms.

[Tweet “”Don’t interrupt what your buyers want to consume-BE what they want to consume” – HubSpot”]

Considering that 80% of business decision makers prefer to get information in a series of articles versus an advertisement and that content marketing generates 3 times as many leads as traditional outbound marketing but costs 62% less, businesses who aren’t leveraging content are missing out on a key opportunity to connect with their customers, build trust and generate leads.

There’s no doubt about it – content marketing makes good business sense, but many brands fall victim to myths about the time and money content creation requires.

Creating content doesn’t have to cost a small fortune. Here are 3 ways brands can create content intelligently:

1. Produce larger assets that can be re-purposed over and over again

2. Focus on highly-targeted, customer-centric content that clearly addresses the wants and needs of customers

3. Make distribution a high priority by distributing your content on the channels where your ideal customers are likely to frequent

Content marketing is one of the most cost-effective ways to educate customers about your brand and build the kind of trust that generates leads – and it’s growing more powerful every day. If you want customers to think of you whenever they make a buying decision, produce the kind of memorable content that your customers want and you’re sure to be the first brand that pops into their minds.

For more statistics on why content marketing makes good business sense for your brand, download our free white paper: Inbound Marketing: Let’s Talk Numbers.

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How to Create the Content Your Customers Want

31 March 2015 Theresa Mills Leave a comment Content Marketing

Who knows your customers and prospects better than you? Many businesses are sitting on a treasure trove of information and knowledge that customers are already searching for online.

You see, your customers want YOU. They want your expertise, they want your advice and they want you to tell them why your product or service is better than anyone else.

But first they need to trust you, and the best way to build trust in this digital world is through content.

Customers no longer buy into pure marketing hype. They research and study before ever making a purchase.  They expect information to be thoughtful, well-researched and credible – and if it’s not, they’ll disappear in the blink of an eye.

And that’s where you come in. The experts in the industry. Who better to tell your story than, well, you.

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This year, content marketers are no longer working in silos, spending hours researching information to create the content they think will drive marketing efforts. Instead, they’re maximizing the resources already at hand. Content writers and marketers are turning to the people in the company who work day in and day out with customers – the sales teams, customer-service reps and executives. They interview and dig into that treasure trove of knowledge to produce high-quality content that can be distributed in different formats across multiple channels. It not only saves time, but it results in highly-targeted, customer-centric information.

By setting up one interview every quarter with a team who understands the ins and outs of the ideal customer, content marketers can gather enough information to produce white papers, blogs, social media postings, case studies and infographics for months. Yet, as we say at Smashdeck marketing, there shall be no random acts of content. Every piece of content should be relevant, designed to drive new leads and created with re-purposing in mind, so that the content works hard to help you accomplish your goals.

If you’re not already producing content and you’d like some help, feel free to contact Smashdeck marketing. We’ll be happy to set up a consultation to help you start producing the kind of relevant content that your customers want.

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