The best ‘no-sell’ strategy that draws customers in
Nothing turns people away more than a hard-sell. So here’s the best way to draw your customers in without the ‘sell’ factor…
‘Content marketing’ is a really effective marketing strategy to help target your audiences to move towards purchasing or signing up. It’s not even a soft-sell, it’s a no-sell strategy that works by giving your audience something they need (even if they don’t realise they need it yet) – for free, and, who doesn’t like freebies! With the right content, delivered at the right time, (or touch-point) in their visitor journey you’re giving them all the necessary information for the next decision to be their logical choice – to choose you.
What’s the best content?
Content can be in many forms, usually as a pdf download, but also consider audio such as podcasts and video. The type of content you could consider producing are:
- Informative editorial
- White papers
- Tutorials and guides
Where do I start?
It’s worth doing a customer survey to establish what people are wanting, and what you can offer that will seamlessly help them to achieve it. You might be surprised at what you think they want, and what they actually want, so go with it – after all, as the saying goes – the customer knows best. Base your content around these criteria:
- Answering their questions
- Easing any issues or concerns
- Supplying solutions to their pains
- Helping them with ‘quick fixes’, guides or tutorials
Become the go-to company for your customers, and they will rely on you for information. Become thought leaders in your industry and increase trust. Become a knowledge resource and get recognition, and credibility. We’ve found for several of our businesses that content marketing really does draw people in, and once in, they stay longer too. But of course it’s vitally important to assess the ROI of any marketing channel, and content marketing can often be dismissed as ‘brand awareness’, when it’s far more than that. Content is not only a great retention tool, it does convert over time. With the right analysis techniques, looking at the behaviour flow of what people who view your content do next, you can adopt a longer term approach with evergreen content that will keep bringing potential customers back, and keep existing customers with you longer.
In other words, create marketing that doesn’t look or feel like marketing! Want some help getting started? No problem, just get in touch with one of the team.