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Online Marketing | How to attract customers creating useful content

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7/21/15 11:30 AM

 Your next customer is already online. But he doesn't know that you and your brand exist.

And you have noticed how is becoming hard to have his attention with the traditional marketing tactics (for example, push the same advertising message to everyone) and how is important to build a relationship with him and gain his trust to aim to achieve him as a customer.

To make you be found by the right people and to be helpful to accelerate sales, your marketing communication needs to become relevant and useful for your prospecting customers.

Engaging content play a critical role in every stage of the buyer's decision process to bring more value to the sales conversation and help him to achieve target outcomes.


How to attract customers creating useful content online?

A successful marketing strategy to attract customers online relies on its laser focus on creating educational content that help people and answer their questions as they search online for information to make a purchase decision.

To attract online your next prospecting customer it's all about content...
blogs, interactive tools, photo & infographics, videos & podcasts, white papers, reports, presentations & e-books...

...and context: by publishing the right content in the right place at the right time, you create marketing that becomes relevant and helpful to your potential customers.

Tailored quality content will naturally attract the right (interested) people from the right channels and will pull them toward your offer at just the right moment of their purchase process.


Key actions are:

Focus on being found by new customers, when they are interested in finding a solution to their problem.

Know their needs and provide them with the right information that ultimately links to the product you wish to market and finally sell.

Sharing content online is caring... particularly with your potential customers!

By publishing your best educational content across the web (on social media, blogs, industry groups...) you will attract them on your website: you can then convert this traffic of interested visitors as leads, close as new customers and then... delight over time!


Where to start with your best content creation strategy?


To be effective, first you need to know WHO your ideal customer is and WHERE in his decision making process is.

The inbound marketing methodology helps you with the "Buyer Personas": they are a resource that enables you to know what your customers really want and to create quality content tailored to their interests.

Your aim is to answer his basic questions, ultimately satisfying his need for useful information at different stages along his decision path.

Keep always your customer information needs and problems central.

By aligning the content you publish with his interests and by delivering the content WHEN and HOW your prospecting customer wants to be reached during the buyer's journey, you match how he want to collect information to buy.

But the types of content you should provide to your prospects to achieve each of those goals are often very different from each other: you need to ensure that you are creating content for every stage of the buying cycle.

Focus on the Buyer's Journey to provide your customer with the expected information and content during each stage of his decision making process.


Which marketing activities boost your premium content?

Blogging | A blog is the single best way to attract new prospective customers: your blog posts help you to get found in search results and they are an effective type of content to use at the awareness stage of your prospect.

Social Media | You must share remarkable content and valuable information on the social web, ultimately engaging with your prospects to put a human face with your brand. The aim is to interact on the networks where your ideal buyers spend their time.

Keywords | Your customers begin their buying process online. Therefore you must make sure you are appearing prominently during their search with the right keywords.

Web pages | You must optimize your website to appeal to and speak with your ideal buyers. Transform your website into a beacon of helpful content to entice the right strangers to visit your pages.


Nowadays online marketing is more about education than it is about promotion.


Empower your prospecting customers to conduct industry research that helps them to make more informed decisions and they will see you as a thought leader in your space.

To summarize, here are your major themes to attract customer online:

CONTENT CREATION | You create targeted content that answers your customer's basic questions and needs and you share that content far and wide.

LIFECYCLE MARKETING | You recognize that people go through stages as they interact with your OFFER and that each stage requires different content and marketing actions.

PERSONALIZATION | People are looking for a personalized experience: as you learn more about your leads over time, you can better personalize your messages to their specific needs.

MULTI-CHANNEL | Your online marketing approaches people where they are and in the channel where they want to interact with you.

INTEGRATION | Your publishing, marketing, sales and analytics online tools all work together like a well-oiled machine, allowing you to be smart about what worked and what didn’t.

If this is cleverly executed in a well strategic manner, you will realize that you have only spent a small fraction of your advertising budget to convert a good number of good quality sales-ready leads from the visitors of your website.
Related blog posts:

"How I Do It?" Focus on your Buyer's Journey

In the white paper "Focus on your Buyer's Journey" you find a scheme of the sales funnel useful to interact with your customer providing him with the expected content & information during each stage of his decision making process: as the buyer moves from being a complete stranger to become a customer of your brand or service due to your effective online marketing campaign.

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