If your small trade has a website, it’s likely that you have some type of outlet for digital content formation, such as a blog or a video channel. In order to drive traffic to your content, you possibly post images and contacts to it on your business’ public networking sites. But what do you do after those links are in book form?
All too often, small trade owners stop their content marketing plan after the link-sharing phase. However, a lot occurs between the time a potential customer views a brand’s online content and makes a buy. David Greschler, CEO of publishing and content meeting platform PaperShare, urged trade owners to have a solid marketing plan if they’re producing any kind of digital content.
Data proposes that people are about 70 percent through their purchasing decision process before they reach out to a vendor. They’re overriding content before that. From a sales viewpoint, you need to find out how your content is acting out and who’s looking at it during that 70 % so you can reach out to them first.
Whether it’s an infographic, a blog post or a video, you can keep an eye on these four tips from Greschler for in effect content marketing:
When a client views your content, he or she is showing intent to look at your corporation’s product or service and probably purchase it. Therefore, it’s important to measure not only how your public channels are doing in terms of likes and retweets, but also how numerous people are viewing the content you share. Once you have that data, number out what you’re going to do with it and why. What are your key objects? How will you turn these onlookers into customers?
Be helpful instead of just informative. The content you create and share might provide a wealth of information about your company or product, but that’s not necessarily going to engage or excite a viewer. People are looking for answers to bigger problems when they look up your company, so make sure your content is both informative and helpful to consumers. Instead of just giving them that hard sell and saying, “Here’s how much it costs,” include tips and things to look for when trying to solve these problems.
Be accountable. Especially in small companies, content marketing can really help sales. As a business owner, you need to measure your return on investment (ROI) to show your team and/or investors that you’re accountable for meeting your business goals. Your content marketing strategy should tie all your efforts together, showing what you’re going to do, how it’s going to get to people, how many people it actually reached and how many of those people turned into sales.