The following is an excerpt from IMPACT’s brand new ebook, “How to Become the King of Content Marketing.” For more expert tips on maximizing your marketing content, be sure to check out the full ebook here.
When you first got into the business you’re in, you likely had a picture of your ideal “buyer”, aka your “target market” or a “buyer persona”. With that you then created marketing campaigns that were tailored to appeal to that market or persona(s).
But what if we told you that you were trying to sell to the wrong person?
Many of our clients here at IMPACT have been completely shocked to find out that who they thought was there target market was, in fact, NOT their target market. By using top of the line analytical software, we’re able to tell you exactly who’s buying, who’s not, and who you could or should be selling to.
Keep in mind however, that not all of your website visitors are at the same level of the buying cycle.
Working with an agency to come up with one or two primary buyer personas and create content specifically tailored for these groups, whether it is through blog entries, landing pages, email marketing campaigns, will go a long way toward achieving content marketing success.
Most content creation partners will work with you to help develop content for secondary buyer personas. Once the content’s created, many agencies or partners will then follow through, test the results, and make tweaks and changes as necessary.
Interested in learning more about mastering your marketing content? Be sure to check out the full ebook.
Marketing Content for Different Levels of the Buying Cycle
Obviously everyone that comes in contact with you, your company or your website isn’t on the same page in terms of how ready they are to buy your product or service. However, one of the most common trouble areas that we see when we work with our clients is that their content is either:
- Created for only one level of the buying cycle (the content is sales- focused and not appropriate or intended for lead generation); or
- There’s different content for different levels of the buying cycle, but it’s disorganized and confusing, and so it doesn’t engage the right type of visitors and leads at the right time
- Our clients often ask us how we can tell what pages are appropriate for which level of the buying cycle. Good content creation partners should be able to provide you with the best analytical tools that will allow you to see exactly what page brings in what type of people (i.e. visitors, leads, potential buyers, buyers, brand loyalists). We can then change the CTAs/offers on that page so that the offers cater to people of a certain level of your buying cycle. As a result, you’ll gain more leads, more customers, and ultimately more sales and profits.
Being aware of the different types of prospects that come through to your site is not only critical for the visitor experience, but it’s also just as important to the success of your overall lead generation.
If your content is the standard, run-of-the-mill bore-fest with only the basic information about your company or service, don’t expect many phone calls.