So, how do we attract them?
Every day, your customer is actively searching around online to research your business, your industry and your products to decide if you are what they need.
What are they finding? Is it convincing them to buy from your business?
It should be!
What came up?
It was probably your website (hopefully!), followed by a whole heap of related content. Are you happy with what’s there? Does it show your business in a positive light?
More importantly, put yourself in your customer’s shoes- what are they seeing about your business? Was there enough reason for them to contact you?
If they’re searching for your business name, then they’re at least aware of your business from somewhere, like an advertising campaign or from a previous interaction. It’s important that your business is creating sufficient content to capture the attention of interested leads and help them make the connection that the solution lies with your products and services.
Now, Google your industry.
What came up this time?
Was it any of your content? Was any of it pointing toward your business?
Searching by industry, keyword or phrase (such as “Copywriter, Sydney”) is where most of your customers are going to be, because most don’t know of you or your business specifically- however, they do know what they need.
So, what are they finding as they hunt for solutions to their needs?
Recent studies have shown that people look at around 4 to 5 pieces of content before making a decision.
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Why? Because it’s what they’re finding when they have a relevant need and are actively looking to solve it.
Think about how you make a purchase, like a car or an electronic device, or even a service such as a Real Estate agent or a Solicitor- what’s the first thing we do? We look it up online!
It’s in this very moment that they’re most open to your relevant messages and can therefore lead to a successful conversion. The material they find, whether it’s a blog, a video, a review, an eBook or a webpage, will be influential in their journey towards making their decision.
So, what has your business created that they’re going to find when searching?
- Is there anything there at all?
- Are you drowned out by your competitors’ content?
- Or is your own content of a poor quality?
Anything that you, your competitors and your industry have put there for them.
People love information today! They want blogs, they want How-To videos and articles, they want eBooks, infographics and photos, all of which they interact with to build a case towards a decision.
Essentially, you want your share of voice coming in loud and clear at every opportunity of this part of their buyer process, so that their relate your brand with a potential solution.
For more information, read The Different Types Of Marketing Content.
As businesses, what do we want this content to do?
Well, that’s not rocket science! We need it to be engaging our audiences and explaining to them how our products and services meet their needs.
What do we, as businesses, need to do?
Fulfil that need!
You need to be implementing a Content Marketing Strategy that is designed to create a whole series of quality content pieces that offer potential and current customers materials, engagement and value which answer their questions and point them in the direction of your brand and your products.
For more information, read Why is Content Marketing Crucial For Businesses?
Not in a manipulative way!
This is something that people often wonder- is my content manipulating them?
NO! Your customer is highly educated and empowered now, which means that they can determine what’s nonsense versus what’s in their best interest.
Therefore, the most effective copy and content is the type that offers them solutions and value which relates to your products and services- then they can make their own decisions.
However, to be in the running at all with your customer, your content needs to be there in the first place, and of a high quality to engage their interest and hold their attention.
However, to be in the running at all with your customer, your content needs to be there in the first place, and of a high quality to engage their interest and hold their attention.
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At Melotti Media, we understand that high quality copywriting is essential for business success, but it is easier said than done. You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and marketing needs!
If you need further clarification about content, or if you need a quality copywriter to get the results you need, contact me now at chris@melottimedia.com.au. Or leave a comment, below.
I can sharpen your words to achieve your goals, today!
Christopher Melotti
Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
Click here to view the Copywriting FAQ page for all you need to know
