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High-quality content that attracts and informs your prospects makes a huge difference to your bottom line. 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 on your website – information that prospective and current clients will find useful and engaging – is a game-changer. When visitors navigate your site, it's analogous to them walking into a store. If you have good site content, it’s the same as having shelves stocked full of inventory. Conversely, a website that lacks relevant and engaging information is like a store that has little or nothing to sell.
Depending on what your website has to offer, people will either spend time on it or they'll leave. If you inform your visitors and attract their attention with rich content, the time they spend on your site increases, along with page views. Websites that lack compelling content run the risk of having a high bounce rate, with visitors leaving soon after they arrive.
One of the most important tenets of inbound marketing is to inform people of your product and services rather than sell them on it. Great content does that for you. When an interested party visits your site, he or she will likely have questions that need answers. When your content provides those answers, the probability of that visitor becoming a qualified lead increases exponentially. In other words, people who spend time on your site and gain knowledge as a result are far more likely to buy from you than a person who knows little about the products and services you offer.
A big part of good content marketing is creating the right persona, your ideal buyer. We do this by developing several fictitious characters who represent your best customer or client. The strategy is to identify those who need and want your product or services. Persona development enables IDS to produce content that speaks to the unique needs and concerns of these potential buyers. 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 who has worked their way down to the middle of your marketing funnel.
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 is usually accomplished by utilizing some sort of a content collection form that includes, at 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.
Our experience with top franchise brands across a variety of industries suits us for any franchise concept. Our teams work to create a custom plan to fit any franchise brand's needs. Some of the brands we have worked with include:
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.