Market realities mean that customers are looking for products online. And this is regardless of whether they want to eat at a nearby restaurant, buy a new refrigerator, or equip a plant with CNC machines.
So how do you “show yourself” on the Internet?
The basis is of course a good company website. It is the most important business card and the place where potential recipients of your solutions should go. And you need content for it. But are such texts really enough? Not necessarily. Two serious challenges arise.
1. Just launching a website does not japan telegram phone number list mean that customers will start flocking to it.
Unfortunately, it doesn't work that way. In order for customers to reach your website and - most importantly - place a request for quote or an order, they must first:
be aware that your brand exists,
be interested in your offer and want to take a look at it,
convince yourself that you have exactly what they are looking for,
trust you as a partner.
It's quite a long road. That's why you need to take care of leading them to the service, but above all increase the number of "touchpoints" with your company . So that, step by step, you can convince them that buying from you is a safe and good choice.
2. In order for a customer's visit to your website to make sense, they must be properly "prepared" for it
Website texts are focused on sales and self-promotion. They are the point where the customer should reach to learn about your products/services. They focus on presenting your company's offer and why it is the "best" one for the recipient. This is their strength, but in a certain context also their "weakness". What do I mean?
A short quiz: when, as a customer, would you be willing to read with interest commercial information about a given company's offer on its website?
A: If you reach the offer tab completely by accident, e.g. when you are generally "informed" about the topic.
B: Only when you already know more or less what product you need.
In my opinion, scenario B is more realistic.
The reason is simple: texts on websites are directed rather to people who are at the bottom of the marketing funnel. Namely, those who:
or they more or less know what they want and compare options (e.g. they choose which tour operator they will travel with in an already established destination),
or they want to complete the transaction.
Of course, this does not mean that a good copywriter will not smuggle in messages aimed at people who are initially interested in such content. However, they are not the main recipients! In the content for offer tabs, you need to focus on the groups that I described above. This reminds us of the brutally simple rule: " if something is good for everything, it is good for nothing "
Read also: 5 most important mistakes that make company website texts not sell
A customer who reaches the sales content on your website too quickly may reject it out of hand. To avoid this, you need to “prepare” them for it – familiarize them with your brand and build trust in them. This is exactly what content marketing articles are for: internal and external. These are points of contact with the offer that allow you to build a relationship with the target group.
Content Marketing – “Prepare” Customers and Attract Them to Your Website
So how do you “work” with your customers so they’re ready to learn about your offer? Offer content that’s useful to people higher up in the marketing funnel . They’re just as important!
They are created for people who:
have only just identified their need/problem and are looking for an appropriate solution (and you may have it);
want to get more detailed information about the products/services you offer, but still in a non-binding context;
they test various possible solutions, assessing which one would best meet their needs.
And this is where the real “gold” is the titular content marketing . So what?
Content marketing is not the same as preparing texts for your company's website.