Alright… that probably wasn’t fair, writing a post title like that, but it caught your interest, didn’t it?
No this isn’t a post about how content marketing is a big waste of money, in fact, I love content marketing and think it’s a brilliant investment for every company doing business online. However, even the best content marketing efforts won’t help you grow your business unless your sales team and process are set up to make the purchasing experience 100% positive. Let’s discuss…
Alert! You Sell To Real Humans!
Many companies who do business online have forgotten that they are selling their product or service to a human being. They’ve gotten so far into the weeds that they all they can focus on is SEO this, PPC that, build this piece of content, and so forth. Well, I’ve got news for ya… humans care not only about your amazing content and how it led them on their journey to purchase from you, but they also care about how you interact with them in the sales and service process. It can’t just be all about how you are perceived online.
To truly take your business to the next level with online marketing strategy and execution, you need to solve the problems of your users and potential customers. This should begin the moment you start developing your marketing plan, all the way through servicing the client.
Key Areas of Focus
Problem #1: Humans hate to be interrupted. This is why online marketing companies like Stryde exist because we’ve gotten so fed up with the push mentality that we created strategies to pull people to our client’s websites, which creates a more positive experience with the prospect!
Problem #2: Humans have gotten way more web savvy. Your prospects don’t just care about your product or service anymore, they care about the details, about its ability to help relieve their pain, and so forth. Believe it or not, most of your customers are almost all of the way through the buying cycle before they submit a request for more information or pull the trigger on your latest and greatest product. They demand thorough information… they demand product or service reviews… they demand the world… SO GIVE IT TO THEM!!! This is why content marketing and lead nurturing are so powerful. By understanding your target audience, you can help them sell themselves and save you loads of time in the process.
Problem #3: Post-sale relationships matter just as much as pre-sale. Yup, you read that right. Your customers care as much or more about their experience post-sale than they do pre-sale. Humans know when they’re being sold. Sales reps will give them the world to get them to spend money with their business, and it makes us feel good doesn’t it? Well, if you don’t get that same treatment post sale, you won’t be a customer for long, will you? Businesses who truly get content marketing… or just general marketing principles at that, understand that you need to deliver a whole package that caters to the customer. They need to feel like they are your only customer and when this happens you will create a brand advocate for life! Which should be the goal of every business!
Obviously, I can’t lay out a plan to follow because each and every business is unique, however, I can promise that if you start to think of yourself as the customer and strive to build each process with humans in mind, you will see the value of your customers skyrocket. They will keep spending money with you, spend more money with you, and bring others to your front door.