Awareness is only the Start of Content Marketing for SMEs
Let’s start with something you’ll all recognise. It’s a sales (marketing) funnel.
There’s a common misconception in the marketing and sales world that a lot of business owners fall prey to.
Ask most people and they’ll tell you that marketing, and in particular content marketing, only serve a purpose in the awareness stage.
“Online marketing content only serves to make people aware of our business, they don’t actually make us money”.
However, content marketing has the potential to not only reach people at any stage of the funnel, but also if done right it can push people further along the buying process.
Marketing for Each Stage of the Customer Journey
Take our business for example.
At the top end, we might write an article on why getting a website professionally built is a better option for businesses that take themselves seriously than a DIY web builder.
This educates the consumer on a potential problem they face and generates interest in our offer.
Once they’re interested, they’ll start considering how we can help them solve that problem.
If at this stage we have a bank of content that demonstrates our expertise and helps potential customers evaluate our proposition, we’ll put ourselves ahead of the competition.
Content like case studies, demo videos and “how-to” guides can solidify us as the right choice in a customer’s mind.
At this point the sale is imminent, but there’s a bit more we have to do to get the prospect to sign on the dotted line.
Any business would be naîve to think a consumer won’t compare you to the competition.
We can’t stop them doing this, but if we’ve got content that does it for them, that’s even more brownie points for us.
Finally, to give them that last nudge, we might create content based on previous customers testimonials and reviews to show them in a sales meeting.
After Sales Marketing Opportunities
It doesn’t stop there, though.
Content can help us retain customers and support their happy using of our product/service.
More in-depth how-to guides and tutorial videos can help a new customer make the most of their new website.
On top of that, we could explain in a long piece of content the kind of marketing tactics that would maximise the effectiveness of the website in generating enquiries.
This educates customers on our range of services and increases the chance that they’ll buy from us in that area, too.
We might even create a referencing guide or offer that we’ll distribute via email marketing to really maximise how much value we get from that client.
Making the Most of your Marketing
As you can see, there’s a lot more to marketing than just making people aware of your business.
How does your current marketing plan address each stage of the buying funnel? If you want some expert advice on how you can improve every aspect of your customer’s journey, contact me or @Henry Laker form Growth By Design and we’ll help you find out where the opportunity lies for you business.