Web developers recognize the importance of website content in the scheme of overall marketing strategy. As inbound web marketing techniques become more refined, marketers increasingly understand that it is content that attracts visitors to a business website and content that turns prospects into leads and sales. The new search engine algorithms are designed to return results that more accurately define the content of web pages. This means that creating awesome content is all the more important when building a business website and to make it as easy as possible for potential customers to find the goods and services they are searching for on the web.
When deciding on content for a commercial website, there are four basic questions that should be kept in mind as regards the overall marketing strategy:
Any visitor to a business website should be able to quickly grasp the answers to these basic questions and know what the site is about, what can be found there, how they can proceed and why they should take action. Ideally, all these questions should be answered on the home page, and here are a few helpful tips about delivering the right message:
The purpose of a business website is to provide clear information about the service or product offered and to induce visitors to buy. However, it should be kept in mind that not every visitor is ready to buy the product or service on the spot and often need more information and time to be convinced. There are several ways content can be used to help them along in this process:
As search engines become smarter and buyers become more selective in their purchases, the new paradigm of Internet marketing is that quality content is king.
Quality content includes:
Maintaining and creating a professional image is important on a business website, but refrain from the use of business jargon that can be off-putting and distracting to the target audience (i.e. potential customers). This type of over used and cliché-ridden jargon is called goobledygook and should be avoided at all costs.
Traditional advertising worked in years past through the creation of catchy phrases, hard-sell copy and jingles that were designed to capture attention. This worked well in the days when print, radio and television were the only media available to advertisers, but in today’s digitally connected society such tired trickery, gimmicks and marketing clichés are no longer effective. Consumers have long become wise to these methods of advertising trickery and surreptitious persuasion. Consumers just want to hear the truth about a product or service in order to make an informed purchase decision.
Creating clear and concise content that avoids clever trickery is of paramount importance in a web marketing strategy. Consumers do not want to be tricked or try to make sense of overly complicated copy. Clear and simply phrased content will build trust in the reader and turn those reticent page viewers into viable sales leads.
A complementary blog has become a vital inbound marketing asset for business websites. Five great reasons to maintain a blog on a commercial website:
Blogging is not as difficult as it may seem. Most business owners talk about their businesses all the time, so blogging about their business on a regular basis should be an easy step. However, if there are concerns about the ability or time needed to create fresh content on a regular basis, there are a number of inexpensive online services that can help provide great content.
The exponential growth of social media over the last decade continues to change web based marketing strategy. The ability of social media users to “like” a post, blog entry or product causes a cascading network effect where all the “friends” in their networks can review what is “liked” and even receive a link to see it for themselves and pass on to others. This cascading network effect makes it obvious why shareable content via social media should be incorporated into a web-marketing plan. People sharing links and great content with their peers is how things go viral on the web, and any business website connected with such a viral cascade will benefit with increased traffic and back-links.
Customer reviews, testimonials and case studies are a powerful content source to move potential customers into real leads and sales as potential buyers like to see what other customers have experienced and a good customer experience will invariably move someone to buy from you rather than a competitor who has no customer testimonials on their site.
When using customer testimonials and reviews, include real names, titles and pictures of the customer if possible (a video of the person talking works best if you can arrange this), and place the testimonial near content that is relevant. For example, a customer review about how awesome the product is should be placed on the product description page, while a testimonial about the company’s great customer service might be a better asset on a service or support page.
How do you feel about the above? Do you think you can incorporate this in your content strategy? Is there something you would like to add?