Using content to attract and inform your prospects makes a huge difference. Take a look at these two statistics:
B2B: Did you know that 60% of decision makers say unique content helps them make intelligent buying decisions?
B2C: 61% of consumers looking for your products and services are more likely to buy from companies that offer custom content.
Quality Content Is a Must
Adding quality content on your website to inform and update your prospects and current clients makes a huge difference. When visitors come to your site, it is analogous to having them walk into your virtual store. If you have good content, it’s the same as having shelves full of inventory and things to buy. Conversely, lack of information is the same as walking into a store with little to buy.
In both instances, people spend time in your store or they leave. The same holds true of your website. If you inform your visitors and gain their interest, the time on the site increases along with page views. Websites that lack content run the risk of having a high bounce rate with people leaving soon after arriving on your site.
Inform Others of Your Product or Service
One of the most important tenets of inbound marketing is to inform people interested in your product and services versus selling to them. The beauty of great content is that it does the selling for you. When interested parties visit your site, they have questions and they need answers. When the content provides the answers to these questions, the likelihood that they become a qualified lead increases exponentially. It is a known fact that most people who spend time on your site and gain knowledge are far morel likely to buy from you than a person who knows little about the products and services that you sell.
Creating the Right Persona
A big part of good content marketing is creating the right persona for your buyer. We do this by developing several fictitious characters that represent your ideal customer or client. Persona development enables IDS to produce content that speaks to the needs and concerns of these potential buyers. The strategy is to speak to those that need and want your product and services. The end result is that by the time they reach out to you with a phone call or a request for more information, they are a well-informed lead that has worked their way down to the middle of your marketing funnel.
Create Gated Content
Lastly, it’s important to make some of your content gated. What this means is that you don’t give it away without getting something in return. This usually comes in the form of a content collection form that includes at a minimum a name, email address, and phone number. If you are selling high-value products and services, it may be important to request more information to fully qualify the lead.
Content Marketing in Search Engine Optimization (SEO)
Today, content marketing is integral to successful SEO. Google has been making aggressive algorithm changes over the past two years that make content even more important that it was before. Content of the highest quality, that answers your prospects' questions and gets shared on social media will help your website domain rank higher and higher.
One of the advantages of meeting your clients face to face is being able to see body language and verbal communication. One way to mimic this personal connection online is through your website content. By publishing thought leadership articles that show off your expertise, you’ll start becoming known in your industry as the leader in your field. Who will your prospects think about the next time they have a need?
Many studies have shown that people want to do business with companies that offer rich information online. Whether it’s search, social or email content, people love consuming helpful, relevant content. For instance, 1/4 of all Americans make purchase decisions based on blog content. Frequently updated social media profiles have also contributed to a 72% spike in sales.
iDS is very responsive to our needs...I don't have to worry about our digital marketing.
Bain Pest Control
I spent months vetting essentially every well-known franchise focused marketing company. After receiving detailed proposals and speaking with dozens of vendors it was clear that Steve, Joe and the team at IDS were the best choices. Not only was their pricing the best, the IDS team were unequivocally the easies and best to deal with on such a large project. Most importantly after completing the projects, we needed to see a quick ROI. Bottom line, within 6 months of launching all sites and marketing plans
With every new client, the services keep getting better. We're working with the best team we've ever had at IDs and our lead generation is having the best year we've ever had as a brand. I look forward to a fantastic 2016 and even better 2017.