The foundation of marketing is based on unchanging principles of human nature — people always want to make the best buying decision possible.
At every level, the message we communicate to our potential buyers is simple, give them enough quality information to determine they are receiving the most value for the price they pay.
Write for Every Stage of Your Sales Funnel
No matter what type of business you’re in, you have a top, middle, and bottom of your sales cycle. Think of your blog as a guide through your sales process, you need each piece of the funnel to close.
- Top of funnel - Entertaining, interesting, eye-catching content
- Middle - Informative content for when buyers are comparing yours to competitors.
- Bottom - This is closer content where prospects need the final facts
Reuse Your Content & Seek Feedback
ork with your sales department to get a pulse on exactly what prospects are asking for, and what concerns may need to be addressed. This will equip your salespeople with content they can use in the follow-up process to educate prospects.
There’s no better way to get faster feedback than to have your salespeople give the article straight to prospects and get their feedback on them.
Update Your Content
As you continue to learn what your prospects need throughout the sales process, you’ll find that older blog posts may need to be updated with new information you learn. Not only will this help new life into them, but Google loves updated content and will rank it much more favorably.
Here are a few ways to update your posts:
- Update great topics that were written poorly
- Add new information you may have learned
- Update SEO elements such as subheadings, meta descriptions, and both internal and external links
- Update the formatting by shortening paragraphs and including clear subheadings.
Use Laser Specific Examples
Your prospects should feel like your content is speaking directly to them. A great way to do this is to include relevant, examples throughout your content.
The more they can relate, the more they’ll feel like you understand their situation and the more you’ll build trust.
Here’s an example from our
own blog to illustrate:
Avoid Over Selling in Your Posts
Rarely will one article push your prospect over the edge and get them to purchase, It's not about finding magic words, it's about building trust and value through conversations with your prospect that encourages them to sign on the dotted line.
I believe in having a call to action in your content, but it should guide your prospect to take the next logical step, which usually isn’t to buy right away.
Again, think about your top middle and bottom of funnel and what comes next in your process. You may have a useful lead magnet that moves prospects into an automated email sequence that further educates them.
Going straight for the sale often comes across as desperate and when your prospect sniffs desperation, they’ll turn and run the other way.
Step Up Your Writing Game
This tip will benefit your entire business.
If you are in a service or e-commerce business, writing is the foundation of what you do — from emails to proposals to LinkedIn, it all starts with writing.
The better you learn to communicate, the easier it will be to attract your best prospects.
No one will read your post if they can’t get past the headline or the introduction. For that reason, you should spend as much time on those two pieces as you would the rest of the post.
Stick to Your Strategy
You can follow every point above but if you get this wrong, it'll derail your entire blog and repel your best customers. Here's the point:
Create a strategy, document it, share it, and stick to it.
Too often I see businesses who don't get traction starting out so they veer from their original strategy and start writing about things they are either personally interested in or see someone else getting traction on — and they think they can do it too.
Think of every blog post as a door into your site. Your prospects should understand what you're selling no matter what door they open coming from Google.
Before you write your next post, ask yourself these 3 simple questions:
- Have my target prospects asked me this before more than once?
- What would I confidently say this to a prospect in person?
- Is my message clear enough anyone can understand it?
At its best, communication is a conversation between friends. Keep it clear and you’ll be amazed what you can accomplish.
Joel Widmer is the founder of Fluxe Digital Marketing, a content marketing agency that helps busy business owners build strong brands and generate leads online in a fraction of the time it would take to do it on their own.