You have no difficulty attracting visitors to your website. With its new design and the effort spent on keywords and SEO, the number of visits has never been higher.
Why, then, haven’t you seen a proportional increase in your sales figures? It’s one thing to attract traffic and generate leads, but it’s something else entirely to convert those leads into customers.
Q: Why don’t you close all those sales opportunities?
A: Research has established that only 3% of your visitors are ready to buy, while 50% are qualified but not ready to proceed with their purchase. The remaining 47% could be thought of as lost tourists who clicked on the wrong link.
Most of the time, the sales force is trained to target those prospects who will bring fast income to the company. Therefore, the sales people centralize their efforts on the 3%.This commandment is viable; however, neglecting the 50% of qualified leads is a major error with potentially terrible consequences.
Let’s recall what your buyer’s journey is. First, your prospect must be aware that he or she is facing an issue that must be addressed. Second, your prospect must consider your product or service as a solution to solve the issue that he or she is trying to address. Third, your prospect must decide to take action and solve the issue. 1- Awareness, 2- Consideration, 3- Decision.
Q: How does one bring a prospect to the right buyer’s decision?
A: By nurturing them through the use of helpful and relevant content.
Let’s say you’re a fisherman eager to catch some big and important fish, but your pond is filled with only small fish that need to grow before they can be hooked. If you’re not too hungry, you should feed those fish and give them time to mature. The comparison may be strange, but I’m sure the image helps you understand what nurturing means.
Content about your industry, your solutions, and your expertise that educates your prospects with new and relevant information will help your future clients to consider your company as a valuable asset poised to solve their problem.
The businesses that are the best educators will be the most successful. (@MarkKilens)
You will attract more buyers by offering to teach them something of value than you will ever attract by simply trying to sell them your product or service.
Valuable content can include white papers, customer stories, ebooks, posts, webinars, newsletters, etc. It should be written to answer specific problems and issues that prospects in your industry face. It should help them to grow as professionals and become more skilled at their jobs. It should be relevant and directly linked to the solution you offer.
Remember: when people feel they’re being sold, they automatically resist you. When people are being educated, they have no resistance -especially if the content is helpful and relevant.
Those who give the market the most and best content will always outdistance those who just want to sell products or services.
Learn more about Technical Content Marketing
To your success!
Stephanie Labrecque, Eng. MBA
stephanie@in-spira.ca
581-999-0724