In today’s digital age, customers are becoming smarter and more conscious about the products they buy. In fact, recent statistics from GE Capital Retail Ban reveal that 4 out of 5 of buyers will conduct extensive online research before committing to any kind of purchase. In other words, simple sales talk is no longer going to cut it. Today, brands are turning to more audience-oriented marketing — more specifically, content marketing. This strategy is one of the most effective and practical digital marketing tactics that brands use to reach and engage more quality leads and customers.
Here are some of its benefits, and why they can drive you to make a successful sale:
Targets the Right Audience
Of course, to really be able to make a sale, you have to find the people who will most likely buy from your brand. Many modern retailers and services do this by turning themselves into lifestyle brands with content. This is why you’ll see gyms with blog posts about holistic health, or clothing labels featuring like-minded personalities on their sites. By creating content that directly caters to people who you think will benefit from your product, it increases your chances of making a successful sale.
Generates Buzz
The more people that know about your brand the better. Because you can have the greatest product in the world, but it won’t matter if no one knows about it. By providing valuable content that your target buyers can use, you engage them and help generate buzz around what you’re selling. Ayima’s Kickstart page highlights how good content is meant to provide value for both casual readers and potential customers. Plus, knowing the right keywords can also increase your visibility through various search engines.
Educates Consumers
It’s easier to make a sale when your customer knows what they’re buying. Luckily, content marketing can give them the necessary information they need. As we’ve discussed in ‘6 Simple Areas to Practice Creative Selling’, great salespeople are also great problem solvers—and the approach to products should be no different. Want to make a successful sale? Make sure your content frames your product as a possible solution to your customer’s problem. Telling your reader how and why a product is used will increase its chances of being sold.
Builds Trust
The more you educate and value your target audience, the more you establish yourself as a credible and trust-worthy source. For example, Mabel’s Labels frequently posts a lot of relevant content while sharing links that bloggers have written about them and spotlighting its supportive followers. That way, they were able to create a community built around trust — including the trust that they’re spending their hard-earned money wisely.
Assists in the Purchasing Process
While some people may be willing to purchase something on the spot without batting an eyelash at the price, others prefer to take their time — and that’s perfectly understandable. iEduNote outlines the many stages in the buyer decision process, which includes awareness and evaluation of alternatives. Wherever your potential customer may lie on the scale, it’s good to provide them with content that they can refer to. It could range from the uses of your product, its price, competitors, to other relevant information people usually look at when deciding on a purchase.
Content marketing has become the heart of most successful digital marketing campaigns. People often refer to your website and social media before they decide to buy anything, so it’s important to work on your content just as much as you would on your product.
