Want to generate leads without having to send cold emails or spending the whole day on the phone? Write content that converts! Creating Rockstar content is your solution to every business-related challenge, including getting leads for your local setup or eCommerce store. In both cases, you need to grab the attention of your audience and tailor your content specifically to suit their needs.
Customer experience should be a priority when formulating a content strategy.
Your goal is to get customers to give your business a fair chance and to do that, you need to show how you can address their needs. The ultimate content creation test thus goes beyond throwing in a couple of Google search phrases and keywords, you need to read the customer's attitude and then adjust your writings to best grasp their keen attention.
So, how do you do it then?
Let’s find out!
Don’t Undervalue Honesty
To start, your content should be an honest reflection of the type of services you offer or the qualities of your products. It is quite usual for businesses to inflate their capabilities with words, but this works to their detriment – the customer retention rate will drop steeply.
Of course, honesty does not equate with underselling your services; it is just the avoidance of the opposite.
Your website content should present an accurate picture of your business, services, and products, highlighting the strong elements perfectly but without exaggeration. This way, the client will know exactly what you have to offer and will see if that fits their requirements.
Look From The Customer’s Perspective
After browsing through your website, your clients will most probably have something to say about the way you've expressed yourself there. A sound strategy would be to ask for a one-minute survey about the effectiveness of your website on the spot.
Or you can just send such a survey request in the website subscription newsletter (you should make one if you don’t have it already!)
Your first concern should be to respond to the customer's comments so that they feel valued. Then mold your content strategy based on the comments. Also, since you’re bound to experiment a bit, keep tabs on the page performance. If a new strategy works better than usual, you can replicate that style to get consistently high results.
The underlying idea is to see what your customer likes and try to present yourself just as such.
Make Your Content Fit With The Desired Customer Experience
You want to see satisfied and content customers. For this, you’ll need as many leads as you can gather, deliver excellent services/products, and then follow through with their reviews and comments. But the first stage is the most important; you need to create content that will help clients see what you want them to see at every stage of their decision-making process.
For this, you’ll have to analyze:
· The phase of the buying/hiring process that your client stands on
· The list of problems or issues your client might be facing (in the increasing order of likelihood)
· How you can offer reliable solutions to all (or most) of those problems
· The profile of an ideal target client, i.e., location, age group, income level, individual/business, and so on
· What do you want your customer to do next
Lead your customers to the type of experience you want to deliver.
By carefully analyzing your target audience, your word selection, SEO goals, product prices, and all other communication aspects will be optimal.
Remember, SEO is merely a tool, your real objective is to create content with a high CRO, and for that, predicting the behavior of your clients is important. Writing bland, uninspiring, or repetitive segments may get you a higher search rating, but to get the most out of your writings, you’ll have to consider the human side of it all.
Evaluate Your Content Again & Again
Foolishness was so aptly defined by a thinker as doing the same thing over and over again but expecting different results. If your content is not hitting the spot, you'll have to re-evaluate your strategy. Just because a certain protocol works in general, does not make it suitable for your website too.
The performance analytics will give you a clear indication of the things that drive clients to your business and those that fail to do so. You’ll have to spend some time in front of the page rankings screens, looking at charts and graphs to better understand which segments perform well.
If it all looks bleak, take a look at what your competitors are up to.
You need to ascertain the following:
· The bounce rates for all your pages
· Prominent keywords and phrases that perform well and those that don’t
· The format of content you’ve presented (does this go well with your target audience?)
· Does your website address the client correctly at their stage or buying/hiring?
· Have you successfully incorporated the customer’s feedback into your content?
This should not stop after a bout of success, you need to constantly re-evaluate your content presentation to stay up to date with all the recent advances in the business niche. If you prioritize the human element of the business, it is surely going to be a rewarding segment of your endeavors.
Get Help If You Need It
Lastly, it is important to admit when something is beyond your capabilities – no one can do/know it all.
Seeking professional help is the best course of action if you feel that your business will do better (which it most certainly will) with a professional writer on board. But when hiring someone for the intricate task of creating customer experience-driven content, do make sure that they can deliver as per your expectations.
This way, you can take charge of the analytics and performance analytics and continue to guide your content creator with the best course of action, as needed.
Though ranking higher in SERPs through more content is very much possible, it would be futile to seek only online visibility without targeting actual clients.
You need to prioritize quality over quantity to get the best for your local business or eCommerce store.