Hands-up if you enjoy making cold calls.
Yea, that’s what I thought.
No one enjoys cold calls. Your salespeople don’t enjoy making them, your prospective clients don’t enjoy receiving them, and they have such a low success rate that you have to ask yourself, ‘Why am I still doing this’?
What if I told you there was a better way, and that you never had to make another cold call again?
Content marketing is designed to bring clients to you – and not only do they land right on your doorstep (literally, if you have a brick-and-mortar business), but they’re already warmed up and ready to purchase from you.
We’ve talked about the buyer journey before, and the stages a buyer goes through from the moment they realise they might have a problem or a need to the follow-up care they receive post-purchase. The type of information you put in front of them will help move them along this journey, and will help ensure that it’s your doorstep they end up on (and not your competitor’s).
There are three keys to content marketing: The right information, in front of the right people, at the right time (check out last week’s blog post to get a full breakdown on each of those factors).
When you write engaging content that strikes all three of those notes, you begin to build trust with your target client, before they ever even step foot in your store or pick up the phone to ask you questions.
Having on-demand content ready that answers their questions and provides value to them will keep your clients coming back for more, and when they’re ready to buy, they’ll go to the trusted source who provided them with all of the helpful information – you.
That’s right – clients coming to you, no longer cold, ready to buy – without you ever having to make a sales pitch.
The power of content marketing.
If you have a marketing automation tool, it becomes even more powerful. You’re able to see exactly which pieces of content your prospective client interacted with before they called you. Now, your sales team can offer to send them what they haven’t yet read – providing even more value to them.
In today’s world where many people are budgeting each dollar of each paycheck, consumers appreciate honest, valuable information and will reward those who give it to them with their business. Don’t waste your time making phone calls that no one wants to receive. Write great content, and let your future clients come to you instead.
Need help putting a basic content marketing campaign together, or need some extra pieces to round out your current strategy and keep things fresh? Let’s chat about how Blue Whale can help you achieve your business goals.