Use content to go from attraction to close fasterBy Lisa Goldsberry
July 27, 2015
Let PR show you how
We all talk about the sales funnel, buyer’s journey and sales cycle. No matter what you call it, you already know that reaching consumers multiple times at each point, from the attraction stage all the way to delight, is the key to moving from leads to conversions. Knowing exactly how to do that is where many companies fall short.
The best way to reach your target audiences is through content. With help from PR, you can learn to deliver the right messages in the best formats to consumers, starting with the attraction stage of the buyer’s journey.
Take advantage in the attraction stage
In the attraction phase of the journey, customers typically cast a wide net, collecting information and performing searches. Sometimes, they’re really just looking for something to do, trying to go somewhere or hoping to learn something.
There are trillions of web pages all vying for attention. Getting people to notice and respond to your information can be like an intricate dance. Your content is what separates your website and messages from all the rest.
First, you must know whom you’re trying to attract. It’s impossible to be all things to all people, so it’s important to narrow down the characteristics of your ideal customer. This is how you get more qualified visitors, instead of those who are “just looking.”
To attract consumers, build your content around your keywords and add those same words in critical places on your website. Your page headers should also be relevant to what prospects may be searching for.
Attraction content should involve something for visitors to do, with the end goal of providing you with their contact information. This could include a blog with a strong call to action or asking the right questions in a survey to determine what problems the reader is facing. Only then can you determine how you might solve those issues. Studies have shown that approximately 40 percent of companies have acquired new customers through blogging efforts.
It is also crucial for your content to be on the same channels as your prospects. For example, if you regularly put videos on YouTube but your target buyers mostly use Twitter, you’re wasting your efforts.
Conduct research to learn where your customers are and how they like to receive their information. Then, it’s important to understand the ins and outs of how to make your information resonate on various distribution channels and social media platforms.
For instance, you should never start a tweet with the @ symbol. Also, when posting to Facebook, it is critical to include visuals, as these posts get the most attention on that site.
No matter which method you use, you should always have content designed specifically for your targeted group. Also, everything should have a great call to action and link back to your website.
Measurement is also an important factor in the attraction phase. You need to know what aspects of your message people are looking at and what they do next. Do they go to another page of your website, decide to make a purchase or disappear altogether?
Hire a PR firm for helpful expertise
At Axia Public Relations, we can help you develop quality content that ensures that your personality hits the right sentiment for effective customer acquisition. Contact us today or register for our 60-Second Impact for more tools and tips to grow your business.
Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter @axiapr
Featured image credit: 123rf.com
Topics: public relations, content management, inbound marketing
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