There’s no doubt content has become an integral part of digital marketing for most businesses trying to get found online. However, not all those who engage in content marketing are able to see an increase in their bottom-line sales and revenue.
The issue is not with their content marketing or with their sales tactics. The problem is that these two elements are not synchronized – they are not connected with each other.
The key is to produce content that is in harmony with whatever you’re trying to sell through your website – be it a product, service or idea. When every piece of content you publish online is tied to something you’re selling, you will start seeing a drastic increase in your sales numbers.
Here are 4 distinct purposes your content should accomplish in order to skyrocket your sales.
In order for your target audience to purchase something from you, they first need to know your brand exists. They also need to be educated on the products and services you provide. The best way to build awareness is by sharing content on your website, blog and social media networks that emphasizes the solutions you provide for their problems.
No doubt, your product/service has a USP (unique selling proposition). The job of your content is to highlight it and get it across to readers.
Take for example, the article by Productivityist titled “How to Map Out Your Year in One Hour”.
Considering that this article was published in late February which isn’t a typical time for a post like this, it does serve its purpose – empathizes with the audience, connects with their problem and offers a solution, a paid course.
When your content empathizes with the reader and the issues they face, they will connect with your brand and seek out your help.
Trust is extremely crucial, especially in this era of fake news and spurious websites. Your potential clients need to know they can trust your word. When they believe you have the knowledge, skills and the ability to excel at what you do, they are most likely to purchase from you.
A great way to build trust with your target audience is by showcasing testimonials and case studies of projects you’ve already worked on. First hand reviews from customers who’ve used your products can be displayed in a prominent spot on your website to build buyer confidence.
Jon Acuff is a popular author and speaker, and this is what the content on his speaking page looks like.
It’s got glowing testimonials from people who’ve heard him speak and a graphic highlighting his achievement as one of the top 100 leadership speakers. This is a sure way to build trust with people who may be browsing Jon Acuff’s website, looking for a speaker at their event.
Look for elements you can incorporate in your content to build the audience’s trust in your brand, the products and services you offer.
When you put yourself, your business or your brand on the world wide web, you leave a piece of you out there for the world to see. Your online reputation can make or break your business. It’s essential that your audience finds you credible and in right standing.
The content you share can help build your credibility. Here are a few suggestions:
Pat Flynn openly shares his income reports on his website.
These figures may fluctuate, but his audience understands his potential to make a substantial income online and they seek out his services.
When your target audience gets to see the real you, they believe you are who you say you are. They trust your integrity and reputation, which will pave the way for them to purchase something from you.
If you want to influence your potential clients, you must be portrayed as a subject matter expert. No matter what your specialization may be, it’s recommended that you get your name associated with industry leaders and be published on major websites.
When you’re just getting started, it can be a challenge to build authority but it’s not impossible. Reach out to influencers in your niche and offer to write content that would resonate with their audience. You can also record interviews and podcasts with other experienced people in your field which would get your brand name out.
Quality content published on reputed websites and linked to known leaders is sure to establish your authority in your niche.
When I launched my first eCourse in 2014, I did a series of interviews with successful women who had published eBooks and launched their own businesses online.
It took me a while to connect with influencers and get acquainted with them. But as a result, I built good friendships and was able to expand my business network as well.
Content marketing done right is sure to skyrocket your sales in no time. When quality content is published consistently, it will resonate with your audience and prompt them to take action on your website.
Even if you don’t see immediate conversions, you are passively building an arsenal of content that is enticing your potential customers. When the need arises, they are sure to seek out your website and purchase your products/services.
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