How to Create a Winning Content Strategy
How to Create a Winning Content Strategy
How many times have you found yourself wishing you could find the perfect salesperson? You know the kind … the salesperson who is at the office every day clearly communicating your message and hitting the mark every time. When the conversation begins with the prospect they immediately know this salesperson understands them completely and within just a few minutes they feel completely confident that your company’s product offering is just right for them. Not only that, this salesperson can meet with far more clients than you ever dreamed was humanly possible. Well, I am here to tell you this sales person is available RIGHT NOW, and is willing to work for you 24 hours a day, 7 days a week!
That salesperson is your website!
Most companies view their website as more of a brochure telling all the details they can about their company. They talk about the history, the management team, the fabulous products they carry with all the latest greatest features, and on and on and on all about themselves.
You know what? Your customers don’t care about you, your products, or your management team. They only care about what’s in it for them!
The sad truth is whether you are receiving 50 visitors or 5,000 visitors each day, you are simply wasting their time if you are providing a bunch of information they aren’t interested in.
If that is the situation you’re in right now … Don’t worry, 95% of the companies out there, including your competition, are in the same boat. The only reason you should worry is if you don’t do something about
If you take the time to clearly understand your buyers and identify the main problems they are looking to solve, and use that intelligence to create a content strategy t0 walk them smoothly, and efficiently through the buying process, your sales will go through the roof.!
When you’re creating your content strategy, you need to identify each type of buyer that could potentially be arriving at your site. Once you’ve identified these different buyer personas, you’ll need to identify the common problems they’re looking to solve, and create clear paths to the exact information they’ll be seeking.
The best way to think about it is to imagine you’re meeting each one of your website visitors at the front door of your office.
Imagine them looking at a menu above the receptionist desk and having them choose the problem they are looking to solve. Once they’ve done this you have the opportunity to lead them through the perfect sequential information flow which addresses every possible reason they might have for not buying from you. Once you’re finished, your visitor can easily let you know what their interest level is by selecting one of the few options you provide them.
Quit treating your website like a brochure! You can communicate to your visitors with video, audio, written word, and even in a conversational manner through blogs and discussion forums. If you have the option of communicating so clearly to your visitors … why aren’t you? Spend some time analyzing your current content strategy and if you don’t feel it is communicating your offering to each and every visitor perfectly every time … change it. The beauty of the web is you can analyze every action that takes place on your website almost instantaneously. If something isn’t working, you can change it just as quickly.
Take the time to train this salesperson correctly, and equip them with the ability to communicate to your visitors effectively each and every time, and you will have a sales person who sells for you 24 hours and 7 days a week. Even when you are sleeping!
How to Create a Winning Content Strategy - To learn more about this author, visit Pete Brand's Website.
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How to Create a Winning Content Strategy
How many times have you found yourself wishing you could find the perfect salesperson? You know the kind … the salesperson who is at the office every day clearly communicating your message and hitting the mark every time. When the conversation begins with the prospect they immediately know this salesperson understands them completely and within just a few minutes they feel completely confident that your company’s product offering is just right for them. Not only that, this salesperson can meet with far more clients than you ever dreamed was humanly possible. Well, I am here to tell you this sales person is available RIGHT NOW, and is willing to work for you 24 hours a day, 7 days a week!
That salesperson is your website!
Most companies view their website as more of a brochure telling all the details they can about their company. They talk about the history, the management team, the fabulous products they carry with all the latest greatest features, and on and on and on all about themselves.
You know what? Your customers don’t care about you, your products, or your management team. They only care about what’s in it for them!
The sad truth is whether you are receiving 50 visitors or 5,000 visitors each day, you are simply wasting their time if you are providing a bunch of information they aren’t interested in.
If that is the situation you’re in right now … Don’t worry, 95% of the companies out there, including your competition, are in the same boat. The only reason you should worry is if you don’t do something about
If you take the time to clearly understand your buyers and identify the main problems they are looking to solve, and use that intelligence to create a content strategy t0 walk them smoothly, and efficiently through the buying process, your sales will go through the roof.!
When you’re creating your content strategy, you need to identify each type of buyer that could potentially be arriving at your site. Once you’ve identified these different buyer personas, you’ll need to identify the common problems they’re looking to solve, and create clear paths to the exact information they’ll be seeking.
The best way to think about it is to imagine you’re meeting each one of your website visitors at the front door of your office.
Imagine them looking at a menu above the receptionist desk and having them choose the problem they are looking to solve. Once they’ve done this you have the opportunity to lead them through the perfect sequential information flow which addresses every possible reason they might have for not buying from you. Once you’re finished, your visitor can easily let you know what their interest level is by selecting one of the few options you provide them.
Quit treating your website like a brochure! You can communicate to your visitors with video, audio, written word, and even in a conversational manner through blogs and discussion forums. If you have the option of communicating so clearly to your visitors … why aren’t you? Spend some time analyzing your current content strategy and if you don’t feel it is communicating your offering to each and every visitor perfectly every time … change it. The beauty of the web is you can analyze every action that takes place on your website almost instantaneously. If something isn’t working, you can change it just as quickly.
Take the time to train this salesperson correctly, and equip them with the ability to communicate to your visitors effectively each and every time, and you will have a sales person who sells for you 24 hours and 7 days a week. Even when you are sleeping!
How to Create a Winning Content Strategy - To learn more about this author, visit Pete Brand's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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