It’s no secret that your customer base is searching for you online before they ever make a purchase. As of 2017, statistics show that up to 80% of your customers will look you up first – often before even visiting your store. With such a significant part of your sales dependent on the impression you make online, you can’t afford for your content to be anything less than stellar. But all too often, businesses fall into the same trap when it comes to their online presence.
It’s a Trap! Focusing On Your Business, Not the Solution
Did you know that only 22% of businesses have satisfactory conversion rates with online content (according to a 2016 study by Econsultancy)? There’s one big reason that many business owners overlook: their content is all about their business.
When your content exists only to stroke your brand’s ego, it won’t connect with the audience. While there is a place and a time for telling your customers who you are, they don’t come to you for a brand experience – they come to you for a solution. The solution is your product or service, and that’s what your content should focus on.
Educate and Inform
When you head to the Internet, what are you usually searching for? If you are like most people, your searches are typically for information of some kind, rather than a blind hunt for an advertisement to sell you something. Today’s consumer has been raised to find the information they want on the world’s largest marketplace, and that could be a powerful tool for your brand when used correctly.
Lead generation, or getting people to visit your website or profile, is one of the most important parts of online marketing. And yet only 20% of marketers feel that their efforts are effective, according to a 2015 study by BrightTALK. The problem is that the audience is hunting for answers, and will happily skim through all other content till they find what they need. Offer your audience education and information to slow them down and keep them coming back to you for more.
You Are Not Your Audience
Another issue that many businesses face is that their content is not tailored for their audience. They use their blog or their social media profiles as means of sharing updates or launching products – in other words, keeping all the attention on me, me, me.
Your audience needs content tailored to them. That is the number one way that you will convert clicks to sales. In order to deliver content that converts, you need to know what your audience wants. Information? Solutions? Entertainment? Often, it’s a mix of the three. But did you notice what’s not there? That’s right – anything to do about the running of your business. Keep the focus on what the audience wants.
Fix Their Problems or Make Them Money
Offering a product or a service is all about fixing a problem. Your audience has a demand, and you have the supply. Your content should make it very clear how you are going to fix their problem. Is your product or service going to remove a major life obstacle, or is your content going to help them make money? Fixing a problem or helping someone make money are the two most important types of content on the Internet today. Highlight these aspects of your business before anything else.
Since 2014, online research prior to making a purchase has accounted for more than 80% of all shopping habits according to Retailing Today. Give your audience what they want – the solution – because they aren’t searching for your brand.