Imagine this scenario - you wander through a bookstore and find a novel with a very appealing cover and title. It looks like it’s going to be a great read. However, inside all the pages are blank. There is no story. This is not a lesson in “judging a book by its cover” but instead a reminder that without strong content, your online business will falter. In other words, you could have a great service or product but unless you engage and expand your customer base through strong content your business with wither on the vine. The following is a list of important reasons why online businesses need strong content marketing.
Customers Want the 411
You might have occasionally gotten lost in a “YouTube maze” clicking through random videos but when a potential customer goes in search of the specific product or service they are looking for valuable information. That information can be provided through well written content articles with catchy headlines. Be concise and give them the “bullet points” of what they are searching for. By providing valuable information to consumers, you can become considered an industry expert with the content you create and people will start seeking out your website for updates and tips.
Customers Want Quality
First impressions matter, whether you’re at a dinner party or developing an online business. If a customer stops by your website and is greeted with a poorly written article, then chances are they won’t be coming back. Don’t fall into the trap of sacrificing quality over quantity. There is no reason why you can’t have both; it just might take a bit more effort to find.
Customers Like To Be Targeted
Everything and anything can be Googled. No matter what the search, chances are there will be several websites that pop up in response to a user’s question. The goal for your website is to take advantage of these niche searches by providing targeted content. If you have a product for women, determine if it’s suitable for “busy moms,” “hard working professionals,” or “singles searching for love?” Maybe it’s for all three categories. That just means you’ll need specific content geared to all those groups.
Customers Like to Matter
Content should not only serve to provide information but also to engage the reader. Whenever possible you should leave room for comments. This is how you get online discussions going and pull in even more customers. Everyone likes to share their opinions online. Even if you receive negative comments, take the time to consider the comment and the way in which you can “fix” the problem. Perhaps the customer had a poor experience with your services – take the time to respond, apologize and offer a solution. Your customers will appreciate the open communication. Providing a personal touch gives customers a sense of security which will bring them back to purchase again.
Customers Are Always Searching
As mentioned above, potential customers are always on the prowl for those goods or services they need in that moment. Just as you need to create engaging content for them to read, you also have to create content that the search engines will pick up on. This will improve your search engine rankings which will place your website at the top page of any search. If you’re not familiar with how to achieve these goals then seek out experienced content management consultants to help build up your online presence.