When we’re asked to help a local company with their content marketing, we often discover the same mistakes – and can advise some recurring fixes – in how content has been approached in the past.
These could be summarised with ‘think customer journey’ and ‘create a community’, but let’s take a closer look at some essentials…
Start selling again:
Sounds simple? But by selling we mean the actual act of following a sales process with the customer. Often businesses have someone with knowledge of the sales process, but will rush through this when it comes to their online presence.
We help companies to reconnect with selling themselves and/ or their product online by helping them to to remember the sales process as opposed to rushing to a ‘buy this now’.
How does the CUSTOMER want to convert?
Companies have contacted us because they are frustrated that customers aren’t converting the way they’re ‘supposed’ to.
However, how does the customer want to convert? Are you trying to make an older customer who prefers to phone use a web-form instead? Are you making someone who isn’t ready to buy YET face a yes or no dead-end question?
ProfileTree applies results-driven content strategy to make sure customers also have a route to behaving in a way to suit their customer journey.
Have you closed the door?
Let’s remember that conversion doesn’t always equal ‘sale’.
For those customers who aren’t ready to buy, also thinking of conversions as – say – email newsletter subscriptions or event invites taken up or enquiries made can help businesses to work on their bigger picture.
The good news? This approach can also be used to keep previous customers to stay involved with your business and even promote your company to others.
A sense of community around your business is an extremely worthwhile goal, and one your competitors may not be attempting, to form a group of people who’ll buy when they are ready and recommend to other that they do the same.