Have you ever taken the time to consider who your typical customers are? Are you aware of where they shop? Can you quickly list off how much money they make every year? How large or small is their family?
In comparison to your product or service, these things may not seem imperative to you. However, these characteristics are what ultimately affect a person’s decision to buy.
That’s why it’s crucial that you have a buyer’s persona that is well-defined and accurate. Not only that, but it is also important to tailor your content to these personas.
Though many people take a shot in the dark when coming up with blog topics for their website, the whole process should be seen as more scientific and precise.
You need to ensure that the content you produce speaks directly to your prospects and buyers. They need to feel that it has been created specifically for them.
This is what is referred to as targeted content marketing and it just might elevate your business results.
Below are 5 steps that you can take to generate sales with targeted content marketing:
Drive Traffic to the Top of the Funnel
Start by creating a free digital product to promote on your social media accounts. These types of offers are usually seen as extremely valuable due to them being free and highly targeted.
Most will be interested enough in your project that they will willingly give you their email in exchange for the product.
You should also make sure to promote your blog posts through these accounts as well. As long as they are targeted, they should receive a lot of traffic.
Next, create a group on Facebook or LinkedIn. This gives you an opportunity to engage in discussions with people who are interested in your subject matter.
You can also occasionally promote your latest blog post or offer a free product. Just remember to stay on topic and refrain from spamming the group with business advertisements.
You should also create social snippets that feature descriptive meta and title tags. This way, when you post a link to your social media account this information will be easy to identify.
This makes it more enticing.
Create Awesome Content
Creating great content hooks your viewers. It is also rewarded with lots of organic traffic. So make sure to hire experts to churn out fresh content for your website.
Make sure that they understand your content should be unique and stand out among the rest in your niche. It’s always a good idea to address trending topics within your industry so that your content is always relevant.
Also, cover several different types of content. Infographics make your content visually appealing; memes get your point across in a humorous way; a video can spread awareness about your business and make customers want to take action; case studies let your prospects know how you have helped others; blogs allow you to expose your voice and press releases updates your blog audience about exciting news.
No matter what content you use, make sure you position yourself as an authority within your field.
Identify problems your customers are having and solve them within your content. If your customer base is large, then you need to set up multiple social media channels so that you can promote this content.
This also increases your chances of conversion. Just be sure to institute editorial guidelines regarding grammar, style and tone.
You should also make sure that it is properly optimized for the web.
Encourage comments, sharing and voting for your brand so that you can improve engagement.
It’s also important that you monitor all of your efforts. Perform an audit on your site so that you can find new ways to promote your content.
Re-target Your Content
It is always easier and less costly to convert your existing visitors than it is to create content to attract new ones.
And this is why many businesses choose to attract visitors by retargeting their content on Facebook and Twitter.
Your complementary content can serve as a way to pull those readers back into your website.
Set up your ads so that they can predict users’ online behavior and from any format or device.
Not only will you be able to predict their behavior, but you will also have access to what type of content they are consuming online.
This makes it very easy to efficiently target your customers. It allows you to learn more about what they are most interested in and present the content that will appeal to them the most.
The best part about it is that it is quite simple to do. Often times, this whole process only requires businesses to drop a cookie as the content loads and it will then retarget the users with ads.
This is an excellent way to increase your ROI.
Though, you should always be aware of what limitations retargeting has. Just because someone reads your branded article doesn’t mean that they have any intent to buy or visit your product page.
Sometimes individuals simply enjoy learning more about the products and services.
However, if your content is creative and informative enough, it could still create a possible new lead.
Produce Targeted Content For Every Stage Of The Sales Funnel
At the first part of your funnel, focus on creating target content for a targeted audience. It’s important to understand that just because you have more traffic, it doesn’t necessarily mean that you’ll have more conversions.
You must be willing to investigate how people are engaging your content. Pay attention to time on site, shares and comments.
An excellent way to produce targeted content marketing is through email.
In the middle of the funnel, remember that conversions are a result of downloads and subscriptions, not just the amount of times your articles are shared. So it’s your job to convince your prospects.
You need to manage their expectations by explaining to them what they can expect after they make a purchase.
You should create a sense of urgency.
Become an expert at demonstrating the value of what you offer. And above all else, you need to make sure your audience trusts you.
The bottom of the funnel is where you will close. You can’t just stop after you’ve completed the sale.
Reinforce the idea that the customer has made the best decisions. You can easily do this by producing case studies, news and tips.
This is the time in which you need to work on building your relationships, instead of only focusing on getting new clients.
Remember, customer loyalty can be a very big deal because word of mouth and return visits have the ability to make or break your business.
Support Your Sales Team With Targeted Content Marketing
Equipping the sales team with content helps them communicate with prospects. Closing transactions is easier when the right content is available to answer questions.
Get to know more about your customers and their journeys, because this is what helps you to create content that hits home.
Figure out what takes them from one stage of your sales funnel to the next.
Address their hardships and give them real-life examples so that they will resonate both with the sales rep and buyer.
The goal here is to focus less on selling the features of your product and more on what the buyer needs.
Encourage your sales reps to personalize the experience and strengthen their relationship with the customers.
Make it a priority to have monthly meetings with your sales reps. This is a time in which you can find out what they think of the content that you have given them to work with.
You should also ask for their ideas regarding content and if there have been any new developments.
Take this time to create a folder structure that makes it easy for your reps to identify each and every buyer persona and how these individuals should be approached.
You should also consider integrating a sales analytics tool into your system.
This type of software will offer extra insight into how your sales team is using your content.
Not only that, but it will also be able to give you an idea of how your prospects are responding to it as well.
This makes it easy to figure out what you need to adjust.
As you can see, generating sales takes a considerable amount of time and forethought. Engage your audience through social media by offering free products and creating groups.
Go out of your way to ensure that you are offering content that is both creative and engaging.
Focus on cultivating your old visitors by retargeting content, because it’s easier than attracting new prospects.
You need to be willing to manage your prospect’s exceptions at all stages of the funnel.
Also, you should have your sales team focus on the needs of the buyer and not just the features of your product or service.
With a combination of targeted content marketing strategies and techniques, you can easily take your business to new heights.
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