How Your Content Might Be Killing Leads For Your Business
You’ve started your journey into e-commerce and entrepreneurship, and now you’re working on your content marketing. All the videos you watch on YouTube, all the articles you’ve religiously studied, even the people you personally know have told you how indispensable (read more) it is for your business. There’s just one universal problem for everyone pursuing this—you’re struggling to keep up with making daily quality content.
To make matters even worse, the results you’ve been promised seem to be nowhere in sight even after trying so hard. Is content marketing just another hyped up scheme that will eventually die down into nothing? You might be thinking it’s the technique itself and not your content—and you might be wrong in that regard.
There are a lot, and we mean A LOT of things that can go wrong with doing content marketing. Some are common mistakes that are done by amateurs, while others are so hyperspecific they can be devastating for your website. Learn all of them one by one and make sure you correct the mistakes you recognize and avoid the others.
- Did You Start Without Planning It Out?
In whatever you venture into, having a set goal and specific plans on how to achieve said goals is not only effective but the only feasible way to achieve whatever you envision your company to be like in the next ten years. Without a vision, a mission, and a strategy to tackle them, your business is doomed to fail, become stagnant, or go nowhere. For entrepreneurs, nothing is as worse as a failed business but stunted growth.
With that said, going about your content without having them align with your business goals should be corrected immediately. For example, if your goal is to increase the sales of one of your products in a few months or build an audience/encourage its growth, your content should follow it with its topics, tone of writing, and how strong its CTA impression is.
- Do You Know Your Audience?
No matter your level of skill in copywriting or how large the scope of your exposure is, the most important part of getting your content read and out there is knowing your audience like the back of your hand. Knowing your target audience means knowing their goals and what they’re trying to accomplish, what they require when it comes to your services, and what challenges they’ll face along the way.
Getting this information will not only allow you to foreshadow any problems they might face but also anticipate their reactions, behaviors, and point of view of the situation. It will help you formulate solutions to these fictitious problems and serve as a backup at the slim chance you’ll encounter them.
One way to fully utilize this information is by creating a customer persona. Customer Persona (link: https://blog.alexa.com/10-buyer-persona-examples-help-create/) is a person you made up that embodies an ideal target audience member, copying their behaviour, buying patterns, or the way they speak through data you can gather in your website. The main point of having a buyer persona is to practice speaking marketing messages or to just hone your communication skills.
In the way of content writing, a buyer persona can be a great base for your content. You can think about this made-up profile as a real person and write your blog or article around them. For example, if your customer persona is a professional and has experience with e-commerce, you’ll want to create blogs that cater to his preferences. In other words, informative, densely packed with links, and have deeper discussions about relevant topics.
- Do You Know About Your Buyer’s Journey, And Are You Utilizing It?
Knowing your customer is knowing your target audience. The aforementioned item goes into detail about this, but we’re here to delve deeper into your buyer’s psychology. Along the way, your customers will have a slew of questions about your products/services that need to be answered. And as the owner, they’ll expect you to have those answers in a jiffy. Otherwise, they can easily write you up as incompetent or “doesn’t know what they’re doing”.
You’ll lose your client as easily as this.
Therefore, analyzing a buyer’s journey can assist you in formulating questions from their perspective. That way, when they ask a question, you can confidently answer and gain their trust.
The Three Stages That Make Up This Journey:
One, the awareness stage. This stage happens when your clients encounter a problem after discovering your product. For example, your business sells VPN and other safety software. As a customer, the questions they will have in regards can be somewhere along the lines of Ways to surf net safely? Most of the information searched here is for them to name the problem and learn about it.
These questions are just some of the possible topics you need to create content for your blog.
Two is the consideration stage. This stage lets the buyers consider the solution to their problems. This includes searching the net for any feasible way to remedy their said problems. Taking VPN as the same example, your customers are likely to search about it, as it is the common solution to their problem of feeling unsafe on the internet.
They can search for topics such as how to use VPN? Or the advantages and disadvantages of it.
These can also be used as titles to create your quality blogs.
Lastly, the decision stage is where the buyer has finally decided on their solution and are making lists of vendors, potential brands, and their costs. Their Google search can be as simple as the best VPN or specific like how much does (insert brand name) VPN cost? Then, they make their final decision and make a purchase.
Taking note of these questions can help you create content that is deeper and with more substance than just talking about your product blandly. Your potential customers can find you as fast as the first stage and can consider you one of the top choices for their decision in the last stage.