When it comes to marketing, every business owner wants to see results.
They care about the numbers, the conversions, and the money that is going into their pockets. So when you can't directly express how content marketing translates into a set number, they don't want to hear it.
They want to know what kind of return they can expect to see on their content marketing investment. Unfortunately, content marketing can make this difficult to measure.
Content marketing focuses on building relationships - not making an immediate sale.
When you can't put a price tag on the connection your customers feel with your brand, business owners can struggle to see the value.
How Can Content Marketing Bring Business Results?
If content marketing doesn't directly bring a sale, why should a business invest in it?
Because content marketing does contribute to long-lasting, valuable relationships with customers and clients - people who will keep coming back to the business when they need products or services.
Here are just some of the ways your content marketing strategy can boost your sales and help you achieve your business goals in the long run.
1. BUILD BRAND AWARENESS
If your audience doesn't know who your company is, there is no chance they're going to buy from you.
Today, there are hundreds of awesome companies doing business online.
There are also hundreds of scams.
While you may be sitting there thinking, "But I'm not a scam! I'm a reliable and trustworthy business owner!" you need to remember your potential audience doesn't know that.
If they've never encountered your company before, they don't know the difference between you and the scam of a business offering to sell them the same products or services.
Through creating a content marketing strategy that puts insights and information on your website, you're giving your readers the opportunity to become familiar with who you are.
As your content database grows, your posts are shared, and your audience is able to familiarize themselves with your company, they will warm up to the idea of buying from you.
Another bonus of content marketing: Powerful content will leave your readers wondering who is this company?
2. PROMOTE CUSTOMER EDUCATION
Awareness isn't the only important aspect of turning visitors into leads and leads into customers. If you want visitors to your page to turn into paying customers, you need to educate them.
The purpose of your content marketing should be to provide valuable, relevant, and insightful information to your audience.
This means that everything you do should revolve around creating content that is genuinely helpful to the individuals that read it. Your audience's needs should be at the very front of your strategy.
If you're struggling to figure out what content you should be creating and sharing, the best thing you can do is look at what questions your audience is asking. If they can't find answers anywhere else, you're even better off.
Your sales team can be a great place to go to find topics your audience may be confused about. Social media platforms, forums, and public Q&A websites can also be great resources when creating a content marketing calendar.
3. ENCOURAGE CUSTOMER ENGAGEMENT
Whether you've been a business owner for years or this is your first breath of business-world air, you should know that companies are more successful when they interact with their customers and clients.
Strong engagements with your customers can leave them feeling valued - encouraging them to buy more products or services.
Your content marketing should encourage consistent engagement with your customers and clients. The content that you create and share should prompt readers to leave comments, share with friends and family, and act as a community.
But your engagement shouldn't be a one-way street. If customers are leaving comments on your posts, you should take the time to respond.
As part of your marketing strategy, you'll want to take steps to humanize your image. Responding to questions or starting a dialogue is a great way to show that there are real opinions (and people) behind the logo.
4. RETAIN BRAND LOYALTY
Like we mentioned earlier, there are hundreds of brands online. When the internet makes it easy for individuals all over the world to purchase from whatever company they choose, you need to have a reason to encourage customers to come back.
Brand loyalty is not a new concept in the business world.
As a tried-and-true way to encourage customers to keep coming back, your content marketing strategy should focus on continuously providing information and insights to your audience.
Focus on creating content for all levels of customers, not just those that you need to convince to make their first purchase. Consider what questions your readers still might have after making their first purchase with you and what they may be looking for to further improve their situation.
CONTENT MARKETING AND YOUR COMPANY'S LONG-TERM SUCCESS
Investing in a content marketing strategy may not get you an immediate sale as soon as you begin implementing your processes, but that doesn't mean it should be ignored. If you're serious about creating a business with long-term success, you need to consider what you're doing for content marketing.
If you're still confused about how content marketing can help grow your business or what you should be doing for your content marketing strategy, reach out to me. As a professional content marketer, I have helped numerous entrepreneurs, small businesses, and business professionals get a grasp on content marketing.