When it comes to writing marketing content for a company, few things are more frustrating than working hard to develop pieces only to have them largely overlooked. We’ve all been there: you write something you think is fantastic and eagerly watch your site statistics, only to see your content fail to give you the expected boost.
If you’re frustrated with your website traffic stats, here are five tips you can use right away to start drawing more attention to your website and get people interested in what you have to say.
Answer questions your customers actually have, rather than what you think they want to know
This is a common mistake. Many companies develop content based on what they find interesting rather than what their customers actually want to know. A great source of content ideas is your FAQ page and questions you’ve received through customer email. Also consider what customers ask you personally when they start working with your company or what people ask you when they learn what industry you work in.
People are naturally drawn to what entertains them, so consider making a lighthearted joke, especially at the beginning of the piece. This will encourage people to read on to see what else you have to say. Once you hook the reader, you’ll have a much easier time getting your point across.
Don’t discount the value of social media
Many smaller companies tend to overlook social media, assuming that with their small size, it won’t be worth the effort. Social media, however, is where the conversation takes place. Putting your content on social media is a fantastic way to attract some attention to new blog posts and articles. You should also include share buttons at the bottom of each article. This will make it easy for readers to share the piece on their own social media channels should they find it interesting or informative.
Make the content memorable
The easier it is for customers to remember key points from your content, the more likely they’ll be to share it. There are several techniques you can use to enhance the memorability of your content. For example, studies have indicated that telling stories in your content makes it easier for people to remember your key facts. Try incorporating fun stories into some of your posts to entice readers to get to know you. You can also use classic techniques such as including shocking or attention-grabbing statistics in your titles and in the opening lines.
Say “thank you”
When was the last time you thanked your customers? People like being singled out, especially for a thank you. Write posts that occasionally highlight particular customers who’ve been with your company for a while. Thank customers who speak about your company on social media. And thank people who read your blog by offering them a special discount available only to those who open the post to find it. When customers feel appreciated, they’re more likely to develop positive associations with your company and reciprocate by working to develop a relationship with you.
When you set out to develop content for your company website, you want to develop pieces that people will read. Sometimes, however, it can feel as though unlocking the mystery to enticing readers is easier said than done. Keep these five tips in mind, and you’ll have much greater success. If you’re interested in kicking off your marketing campaign, give us a call today to find out how we can help you get started. 410-574-0780.
Most business leaders understand the importance of market research, particularly during the startup phase. Those interested in starting a business should research their potential customer base and determine how successful their product or idea will likely be within that particular market long before building their first prototype or contacting their first client.
Yes, we all know how vital market research is for startups, but it’s equally important for well-established businesses — even highly successful ones. Unfortunately, it’s easy to let research fall by the wayside once your company has begun seeing success. Don’t. The need for market research doesn’t go away once sales start coming in. Instead, it offers valuable insight you can use throughout your marketing campaigns to successfully grow your business.
What marketing campaigns can tell you
Marketing campaigns offer unique insights into what your customers are actually thinking. All too often, we as business owners think we understand our customers, only to realize our own assumptions have colored our perceptions. Perhaps you thought your customers valued low prices, only to discover when you shrunk your customer service staff in an effort to lower prices even more that what they had really valued was your outstanding customer service. Market research and surveys of current and potential customers will let you know exactly what your customers appreciate about your products and services and what needs to be improved.
Understanding the virtual customer is a bit more difficult, because people will stumble upon your website for a wide variety of reasons. Knowing customer wants can lead to higher conversion rates, a better social media experience, and a better reputation that spreads significantly faster than ever before. Customers who have good experiences on your website are more likely to spread the word about their experience on social media, which can be very valuable for growing customers. To get an accurate picture, monitor a variety of sources, including social media and web traffic.
Where can this help?
When you know exactly what it is your customers already like about your products, you’ll have a better idea about what to emphasize to new customers. The traits that already appeal to existing customers are likely going to be the ones that appeal to new customers, too. This will help you build more targeted campaigns and reach your audience more efficiently.
In making business changes
When you’re looking for ways to improve, say, your customers service procedures, market research can tell you which steps in the process matter the most to customers. Customers will have opinions about each step, whether in the buying process, the return process, or the customer service process. It’s often too difficult to completely revise everything, but knowing which parts matter the most to customers can help you optimize your revision process and make customers happier faster and with fewer resources spent.
Knowing when and how to expand
If you follow the first two steps well, chances are there will come a time when you want to expand. Maybe you’ll be looking to add more products or expand into new markets or both. Regardless of your goals, market research and having an intimate knowledge of your customers will give you the insight you need to complete this important business step wisely.
As you grow your business, it’s easy to get caught up in the day-to-day operations and neglect market research. Understanding what makes the process so critical can help motivate each of us to stay on top of the research and find greater success. If you’re looking for help getting a research-based marketing campaign off the ground, contact us to get started. 410-574-0780.