Now that you’ve got your website in place, it’s time to think of what it takes to attract attention. It helps to think of your online content like a magnet, pulling potential customers toward your products — gaining their trust and eventually making a sale.
But how to do this right?
You certainly could put up what you think are your greatest attributes or why your products are superior. However, this isn’t likely to give you the results you seek. By only looking inward at your company, you are apt to get stuck in a cycle of “marketing myopia.” This is a term coined in 1960 by Theodore Levitt, but is still true today. In the Harvard Business Review Levitt wrote that marketing myopia is ~
“A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers’ needs and wants. It results in the failure to see and adjust to the rapid changes in their markets.”
It helps to ask, “What business are we in?”
One trick is to try walking in the shoes of your customers.
- Why would they choose you over a competitor?
- What problem can you solve for them?
- Take some time to imagine and empathize with what they need in order to succeed.
Now you are set to begin creating content that will have value to your potential customers. Done well, this type of content will be shared via email and social media, and your company’s visibility will improve. The laws of magnetic attraction at work.
Content takes less time than you think
Quality web content should take minutes, not hours.
- Put together a short blog post linking a helpful business article.
- Write up a quick product case study using the Problem – Solution – Result formula.
- Show how your staff solved a challenging customer problem.
- Invite employees to take photos at company events and share them.
- Ask a staff person to make a short video about something impacting customers or your community at large. Don’t worry about perfect sound quality. With today’s video editing tools, it’s not hard to add music, captions and voiceover.
Keep It short, keep it simple
Make your posts direct and not too long.
Help your viewer get the idea quickly.
Always invite them to contact you to learn more.
Share highlights on social media and channel people back to your website to see the full version.
By publishing content on a regular basis, search engines see that you have an active website. Your customers (and potential customers) will be drawn to your expertise, and start to view you as a thought leader in your industry. By publishing consistently and sharing useful information, you increase your chances of being top-of-mind when your customer is ready to purchase.
Get Caught Up
If you have not read our other posts about preparing your business to operate in the digital environment, please read the other posts in our series.
4. Got Magnets? Successful Web Content Made Easy