How to use content marketing to increase sales

Content marketing is the process of creating and sharing written and visual content with the aim of gaining new customers.

The ultimate aim of your content marketing strategy should be to increase sales. How your business goes about this is a personal decision, but there are a few methods you can follow to enhance your chances of creating successful content.

Create content that leads to sales

Content remains king – at least for getting potential customers to your website and interested in something you sell. It’s important to always have an end goal for what each piece of content you create is trying to achieve. For most pieces, you’ll want them to ultimately lead to sales.

To generate content that aligns with your business’s objectives and what your customers want, you’ll need to find out what content types appeal to your target market. For example, if you own a top-of-the-line hotel, professionally taken images and video will most likely appeal to your target market.

Each item of content you develop should lead to a product or service, eventually resulting in sales. For instance, you could produce content that:

  • Tells your business story – so your prospects can relate to your business, its struggles and its accomplishments.
  • Solves customer pain points – by targeting consumers who are at certain life stages, or if you’re selling B2B, at various stages of the business cycle.
  • Demonstrates the benefits and features of your goods or services.

Engaging content can draw direct purchase decisions and generate high conversion rates. It can even outdo your best salesperson. The challenge is to create interesting and entertaining content that’s actually valuable to consumers. Here’s how you can go about it.

Outline a specific topic

Determine what topic (or theme) your content will have. The important part is to first settle on a content subject. For example, if you’ve started up an art and graphic supplies store, you might think about developing a blog that features great works of art made out of products you sell in your store.

After your business begins growing, you could even consider creating some case studies of well-known artists who utilize your goods.

If you’re planning on writing an enewsletter to your customers and future prospects, it’s a wise idea to design a monthly schedule outlining the general topic for each month’s enewsletter.

Make your content a lead magnet

How people buy has changed – buyers have become smarter at filtering out advertising and using tools to block web advertisements. They search the web for items of interest and when they find what they want, they look for a way of making contact that could lead to a purchase.

Sales leads will now have a tendency to come through your business’s website, social media platform or blog. Aim to maximize the number of targeted leads your business can get via your content marketing in these channels.

You can try synchronizing your content messages by using automation tools, to enhance your digital presence.

An effective content marketing automation package will give your small business an avenue to motivate, capture and nurture leads online. You can set up a schedule of when and where certain content will be posted to your website, blog and social media platforms.

Decide which medium to utilize

The variety of online content continues to grow, giving your business a number of mediums to try and connect with your target consumers. They include:

  • Infographics – visuals representations of data and information.
  • Videos and images.
  • Guides and articles.
  • Case studies – of some of your highly appreciative customers.
  • White papers and eBooks – informative documents that highlight the usefulness of your products or services.
  • Interactive content – like training videos, quizzes, or participation videos.

Make your content easy to find

There’s no point creating great content if no one sees it. After all, there’s no return on investment in content that your target market isn’t reading.

By making your content as accessible as you can and building a reputation for worthwhile content, you’ll start to develop a standing of being a thought leader in your field.

Decide on the strategy you’ll adopt for putting your newly released content in the hands of your target customers. For example, place it on your home or landing page, your main social media platform and offer links to it through your enewsletter.

Amplify your content

Advertising your content will help make it easier to find for prospective customers. Your options include advertising through:

  • Search engines – most people don’t go beyond the first page of a search result, so paying for a Google ad could significantly increase the numbers of people viewing your content.
  • Enewsletters – as mentioned above, can be used as bait to hook in your catch of new sales leads.
  • Social media – whenever you release some content marketing it should also be featured on your social media platforms.
  • Print media – don’t forget print media is still important
  • Other websites – they could be strategic partners so you’re linking to each other’s sites.

Create awareness

Reach potential customers at the very top of your sales funnel before they’ve even made a decision on what they need.

The key is to use the right content with the right voice – to reach out to your target market and begin growing your online traffic. Educate your prospective customers so you build trust and long-term relationships. Then, reinforce your brand and retain customers by using content marketing post-sale.

Next steps

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