How Many Touches With Your Brand Do Customers Need Before They Buy?
Did you know that more than 81 percent of consumers do online research before making a decision on where to buy (Adweek)?
Gone are the days where all you needed was a simple print ad or commercial to promote your business and get people interested in what you sell.
Now,with the online marketplace, consumers are being presented with countless options and limitless distractions. There are so many brands vying for their attention, which means they have to work a lot harder to get and keep it. Research shows that today's consumers have several interactions with a brand before they are ready to do business. We're talking 6 to 8 customer touch points (salesforce). Although, one or two of these touches could include some form of traditional advertising (billboard, print, and commercial), you need something more if you want to move that needle closer to a paying customer.
You need content marketing.
"Content marketing is a long-term strategy, based on building a strong relationship with your target audience, by giving them high-quality content that is very relevant to them on a consistent basis.
Eventually, when customers make a purchase decision, their loyalty already lies with you and they will purchase your product and prefer it over competitors' options" (Neil Patel).
You might be thinking, here's another thing I need to add to my plate that I can't afford and don't have time for. I feel your frustration—I'm rowing in the same boat, believe it or not. But, I've done this long enough to know that it works! You'll find that an effective content marketing strategy will deliver all kinds of great opportunities to build profitable and trustworthy relationships with new customers. And your ROI will be a lot higher than anything you get from a banner or billboard ad.
How Content Marketing builds trust with consumers
- It educates your buyers about your products and nurtures them down each stage of the sales funnel until they're ready to buy.
- It builds credibility. When you provide high quality and useful content on a regular basis to your audience, this shows 1) You know your stuff and 2) You know your customers.
- It reinforces your values. Content marketing provides an opportunity for you to show your authenticity by sharing your values and telling your brand's story in a way that is meaningful and relatable to your audience.
- It converts customers into loyal advocates. This is probably the greatest benefit of content marketing. Once a deal is done and the checks have been cashed, you can continue to build stronger and more profitable relationships with your customers by providing personalized and useful content. This increases opportunities to up-sell them on new products and receive more referrals.
Have I made a compelling case yet? I know the whole thing is probably a bit overwhelming, but I promise I won't leave you in the dark. I've been eating, sleeping, and breathing this stuff for years now (probably too much), but I'm excited and ready to share everything I know.
I can lead you down the path of being a self-taught content marketer, OR I can help you create some content and a strategy that works for your audience. Either way, I want to make sure you have the tools you need to be successful.
If you would like to see more articles relating to content marketing and how to implement it in your business, send me a quick message or sign up for my monthly insights email below. Looking forward to hearing from you!