Finding and nurturing high quality customers is top of mind for any business, whether you work in accounting or as a florist.
However with millions of other businesses competing for customer’s attention online, your ace in the hole needs to be content.
Content can position you as a thought leader, educate potential customers on what your business does, and help them find your website.
Follow these 5 tips to ensure you get the most out of your content strategy.
Address the customer’s ‘Jobs To Be Done’
Jobs To Be Done (JBTD) is a way of thinking about what your customer’s immediate need is when they visit your content. Let’s use a florist as an example.
If a customer is looking for flowers for Mother’s Day but they’re not sure what their mother would like, they’d be more likely to click through to the article “How to Pick The Perfect Flowers for Mum on Mother’s Day” rather than “6 Beautiful Flowers This Season”.
The first article immediately meets the customer’s need and will keep them on the florist’s website to buy flowers.
Customers can be lazy, and they’re also extremely demanding. They want their queries answered at the click of a button - which Google is focusing on with their increased rollout of featured snippets - so use the JTBD mindset to set yourself up as the one who answers them and earns the customer’s business.
2. Research what your customers are searching for
Tools like Google Keyword Planner, SEMrush and Answer The Public are great ways to discover what your desired customers are searching for. You should never create content that simply describes what you do and assume customers will magically come to your site.
Using the keywords people are searching for in your content headlines will help you achieve higher rankings in Google for those search terms.
3. Review your competitor's content and social shares
At the same time, tools like Buzzsumo and Ahrefs will show you what content is getting social shares and links from other websites. Use this data to position your content to be more valuable than your competition’s by learning from what they’ve done well, in addition to what their content is lacking.
You should always aim to make your content better than what already exists on that topic. Successful content is detailed, to the point, relatable and uses visual media to make it easy to engage with.
4. Optimise your content with clear CTA’s
Using a Call To Action (CTA) in your content is the key to turning a reader into a customer.
The purpose of a CTA is to compel the reader take an action on your website. For the customer, taking this action should be the solution to their problem.
A CTA can be either an offer to download an eBook, sign up for a newsletter or the option to shop on your website.
Let’s return to our Mother’s Day example; any time a floral arrangement is mentioned in an article, the reader should be provided with the option to buy those flowers. The last thing you want is for a potential customer to read your content but not take an action because the opportunity wasn’t provided for them.
5. Share your content on amplification platforms like Facebook, LinkedIn and Medium
While the keywords you’ve used will attract organic visits to your content over time, using amplification platforms will expose your content to hundreds of potential customers.
Advertising content on Facebook allows you to find audiences whose interests align with what your content offers, as well as positioning yourself as an authority figure.
Similarly, LinkedIn and Medium are content amplification platforms with excellent reader engagement. People here are hungry for great content, so take advantage of categories and tags to put your content in front of an audience who have a keen interest in your field of expertise.
Attract customers to your site
Content marketing is an effective marketing strategy that can help you rank better in search engines, get more shares on social media, and become a thought leader in your industry. If done correctly, all of these benefits of content marketing will translate into the one thing you really want: more customers for your business.
Shayen de Silva is a search and content marketing consultant at Web Profits. His role working in the competitive space of content marketing allows him to use out-of-the-box thinking to create content strategies that will attract customers to his client's business online. If you like the cut of his jib, you can connect with Shayen on LinkedIn.