Last time, we talked about the importance of creating a stellar user experience on your website. We discussed the ways in which your competition has already invested time and resources in creating user-friendly sites by way of chat bots, easy navigation and online content. These features not only make your site more approachable to customers and easier to use, but they also demonstrate your commitment to helping your customer make the very best purchasing decisions.
These small steps pave the way for you to become thought of as a trusted resource, an ally, to the people you serve. For a review of Part 1 of the Series, read “Become a Market Leader by Improving Online User Experience”.
Moving on, let’s talk about how content creation can also improve user experience. According to marketing advisory firm Demand Metric, content marketing brings in three times as many leads as traditional marketing, yet costs 62% less. If you’re interested in combining the power of content marketing with your traditional sales strategies, here are 3 tips to help get you started:
- Have a Plan.
If you really want to make an impact on your customers’ online experience with your website, create the site with your customer in mind. First, you need to ask yourself who is your ideal buyer? Then, ask for honest feedback from your customers and staff and start small. Decide what top three things your customers are looking for on your site and begin mapping out your content plans and follow best practices to ensure the best user experience (Click here for some ideas from HubSpot).
Be sure to set your goals very clearly. Without clear goal setting, it’s impossible to know if a strategy was successful or if it needs to be adjusted. There’s an acronym that many marketing professionals use called S.M.A.R.T. goals (Specific, Measurable, Attainable, Realistic and Time-bound) that help keep content plans on track.
- Be Consistent.
One of the most important things your customers are looking for when browsing your site is consistency. The content plan you created in step one can keep your content in line with the tone, messaging and topics you want to focus on. Being consistent with how often you update information or upload blogs onto your site is extremely important in building trust with your audience. Create content your customers can depend on, rather than scheduling intermittently.
You’ll also want to be consistent with posting your content on your social media platforms. Facebook, LinkedIn and Twitter are good platforms to start with. Here is a quick read from Forbes Magazine on how to post on various social media platforms.
You are good at what you do. Some would say the best. The fact is you built your business based on your industry knowledge and experience. That may not include experience launching a content strategy. Additionally, when your website and content are part of your day-to-day operations, they tend to take a back seat to other more “pressing” tasks or fall to the wayside altogether.
Fortunately, you don’t have to be a jack of all trades. You can outsource your content marketing plans. Most organizations do outsource their marketing needs to experts who are well-versed in industry trends, campaign strategies and content creation. The result is that smaller companies can begin to compete with the marketing initiatives of their larger competitors, without sacrificing time that could be spent working on their business goals.
Being in business in today’s world means having an online presence and one that clearly represents your brand and showcases your expertise. If you would like to learn more about how 3 Aspens Media can help you grow your business with content, contact us at [email protected].