Simon Sinek (in his famous “Golden Circle” Ted Talk) says people don’t buy your company’s “what” or “how” but the “why you do what you do” – it’s this compelling reason that makes companies stand out amongst all competition.
In 2015, all shoppers of any service or product is an Internet user.
Statistical analysis of website user habits has established that close to 90% of these shoppers are looking on websites – particularly yours and review blogs – to assess your company BEFORE entering into a sales conversation—a huge number of steps before making a purchasing decision.
Most of your prospects would rather read about you first and talk to a sales rep on the phone second.
You know how it is: when you are just learning about a company or service, you want to wrap your head around what’s possible before you have the head space to come up with intelligent questions.
You don’t want to risk waiting in queues (whether on the phone, in a store, or in a chat room) to talk to a sales person unless you are prepared to have that conversation.
Being prepared for that call is all about being able to get in and quickly ask your questions so that you don’t waste your time (or theirs).
If people want to read about you more than talk to you (at least in the initial stages of the customer decision making cycle and customer life cycle) then that means you had better give them enough information about yourself, your products and your services so that they can move through your web of content at a pace and depth of information that they prefer. This is the absolute value and need to satisfy what Aaron Ross calls the third key to sales: inbound marketing.
Content marketing is all about improving the decision making process, making it easier for your prospects – and your customers.
If you aren’t using your website to provide the information your prospect seeks: you simply aren’t doing your best to convert those leads and definitely not providing ‘the most compelling reason why people buy from you”.
The more relevant, historic and up-to-date content on your site, the more search engines like Google feel comfortable recommending your site to searching uses. All the more reason to use a blog on your site to build up your web of informative content for your potential customers. Think about it, if you don’t use a blog-like tool to build your web of content on your company website, you are DOUBLY missing out on the opportunity to educate your searching customers: they won’t find you (SEO component) and when they do (copywriting component) you won’t be making them feel like you’ve answered their basic questions or objections to adequately show you can address their needs as a customer. (Ouch!)
Customers want to read you more than they want to talk with you in the early stages of the buying cycle – and 90% of your prospective customers go through the initial stages of the buying cycle by skim reading your website. Is your website content SEO COPYWRITTEN with your key messages logically laid out to welcome your users? If it’s not- what are you going to do in 2015 to make sure your competitors don’t leave you behind?
More visitors to your page means more potential online sales. Here’s a FREE infographic to aid in boosting your online exposure. Learn SEO copywriting techniques so you’re found online first.