How to Use Content to Attract Customers and Close Sales

We all know that content is king. It’s the driving force behind attracting customers and closing the deal. The following seven tips should help you get the highest ROI from your content marketing. Choose the ones that work best for you.

  1. Approach Content Like It’s Tactical Warfare

If you’re going to win the marketing war, you have to have a strategy that has multiple components that reach your prospects on different platforms and specialized ways. Even more importantly, you have to make sure you publish new, relevant content regularly to boost your SEO. And, while you’re at it, refresh your old content so it appears new. Your prospects will like this and so will search engines.

  1. Make Content Laser Focused

You can’t be all things to all people, but by using data analytics, you can get pretty darn close. See what your prospects’ actions are telling you about what they want from you – then deliver it to them with content that speaks to their desires or that answers frequently asked questions. An added advantage of this approach is that it boosts your key word search results.

  1. Develop Content That has Value

If you want prospects to give you their information, you have to give them something in return. And, it needs to be something they want and can use. This encourages paid ad clickthroughs, increasing the number of eyeballs that see your content. Consider offering exclusive content for social followers or build a highly targeted Facebook group for prospects that offers content your data has indicated will be useful to them. Work with sales to find out common objections and address those in your content.

  1. Disseminate Content Far and Wide

Use your website and other social channels strategically to get your content to your prospects where they are.

  1. Actually Look at Your Data

I know it takes time, but if you actually look at your data, it tells you quite a bit about what’s working and what isn’t. You can use your data to determine where you have content gaps and then work to fill them.

  1. Build Targeted E-mail List Segments

The data you gather from engagement in your content pieces can be use to create an e-mail list group that is highly targeted and features specific conversion pieces.

  1. Advertise Special Content Pieces

If you have created an exceptional content piece – like a white paper, case study, or e-book – advertise it to prospects. Ask them to request it from you, which is a much easier way to get the process to “yes” going.

These seven tips are pretty comprehensive. Don’t worry if you’re not doing all of them all of the time. The point is to have them on your radar and to implement as many of them as works for your business. Good luck!

 

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