The good news about approaching content marketing as a sale process? You already know how. Simply think of the way you’d want your products or services to be sold in ‘real life’, such as during a face to face meeting with a customer or in a physical shop in Bangor or elsewhere.
You’d be upset if a sales colleague jumped straight to a hard sell? Well, content marketing works in the same way.
In common with the reason why a salesperson gives – for example – a test drive in a car for a reason, through an understanding of customer journey content marketing helps a potential customer through stages like ‘awareness’, ‘interest’ and ‘consideration’ when it comes to your business.
Let’s take a closer look….
A person searching for, say, a shoe shop in Bangor could discover your article explaining an essential new product, or latest fashion news or amazing fashion advice.
By providing useful content, the person can be drawn closer to your business – and away from competitors – through a website visit thanks to offering the right content in your Google search result against the keywords they used.
Your potential buyer’s interest in your business can be maintained using great content they’ll want to engage with. They’ll be more receptive to, without a hard sell, discovering your products. Not just this, but their positive association with your business and useful content creates fertile ground for…
Exposure to the right website, social, email content and more while retaining the potential buyer within the ‘loop’ gives time for the ‘consideration’ stage to occur and keeps your brand to hand when the person is ready to buy. There are further stages in the customer journey including, of course, ‘purchase’.
But some more good news about content marketing? It’s perfect for the ‘retention’ and ‘advocacy’ stages of customer journey as you can keep talking to your loyal customers and encouraging them to share their experience with others through great content.
So, content marketing can be a way to attract, engage, retain and win recommendations from your potential and existing customers.
What’s not to like!