How to Use the Right Content to Generate More Sales for Your Business
Making sales is a top priority for every business. Whether you are a coach, consultant or entrepreneur, you need to make sales to keep your business afloat. But, for sales to happen, your ideal clients have to come through your marketing funnel. One of the ways to do this is through the use of the right content.
“Content is King”. I’m sure you’ve heard that a lot of times. But I like to say “the RIGHT content is King”. With so much buzz going on about content marketing, the internet is flooded with myriads of content. According to HostingFacts, there are over 4 million blog posts published on the internet on a daily basis. Trust me, most of these blog posts are not useful to the intended audience. They do all the SEO gimmicks to rank high on SERPs, but they offer nothing of value to the readers.
I had this very awful experience one day. I was surfing the web for information on a particular subject. I saw a couple of catchy titles that I was so convinced they had the content I needed. I was shocked that I opened them and there was no correlation between the titles and the body of the content. I felt so bad. It took me time to read through the content to see if it had something I needed. But that was all there was to it – a complete waste of time.
So, it’s not about content, it’s about the right content. It is the right content that convinces your ideal client that you have what they need. With the right content, you can increase your sales without lifting a finger. When you give out relevant and useful content, you generate more leads that can easily be turned into buying customers. 72% of marketers agree that the right content increases the number of leads, according to Content Management Institute.
I know there are so many avenues to use content as a marketing tool for your business. But, the most effective way has been by blogging. I’m not talking about blogging that generates traffic for AdSense purposes or to sell Ad spaces. My focus is on creating content that adds massive value to your audience, which in turn brings in more clients for your business. This is what increases your sales volume if done properly.
We have this workshop where we teach you how to do this more effectively. Watch the training here.
Here are other statistics that can drive home my point:
- Businesses that use the right content on their blogs experience 126% higher lead growth than businesses that don’t (HubSpot).
- 61% of online consumers in the U.S. make buying decisions through content on a business blog (Impact).
- 70% of consumers learn about a business through the content on their blog than from ads (Social Media Today).
One of the reasons you need to use the right content on your blog is because it positions you as an authority in your market. That way, your ideal clients get to see your credibility and trust your business. When trust is established, selling becomes a smooth sail.
With the right content, you enjoy the sales process. You don’t need to be “salesy” or pushy to get clients to enroll. You don’t even have to cajole prospective customers to buy your product or service. As a matter of fact, they can’t wait to get their hands on the solution you bring. The end result is more quality leads that translate to more sales.
If you are ready to use the right content on your blog, then here are 3 ways to do it.
1. Make Your Content Rich and Meaty
I cited earlier that over 4.1 million blog posts are published every day. The truth is that most of them don’t get any attention. No one sees most of the content. The ones that get seen have a high percentage of bounce rate. When readers don’t consume a content, how will they know what you can offer them?
When it comes to creating content for your business, you just don’t put out any kind of content. You need to be thorough and in-depth. You are not just saying anything, you are establishing authority. Your content is your voice. It is what speaks to prospective clients about who you are and what you can do. You want to be sure that your content is packed and loaded.
The pieces of content that have proven to generate more sales are the ones that are well researched. When you want to talk about a particular subject, you go in-depth with it. Do all the research you have to do. Get all the possible angles of the topic. Touch all the points that need to be touched. Leave no stone unturned in your content development.
We’ve been told that people no longer have the patience for long posts. That’s not when the post is rich and engaging from the get-go. From the first few lines, give them a reason to get to the end. Contrary to popular opinion, detailed posts get more engagement than tad bit of content that only hope to attract traffic to the site. The reason is because you touch aspects of a subject that no one is focusing on when you are detailed.
There are three things that make a content rich and meaty. When they are missing in your content, no matter the length, you don’t get result from it.
- Your Content Must Be Unique
I know that there’s almost nothing that you want to say that hasn’t been said before. As a matter of fact, the problems we are solving today are not new as such. The only thing that changed was the way we solve them.
The same thing applies to any content you are giving out. It may not be a new topic on the block, except you are an inventor. But, the way you present it matters. You can always come from a unique angle to talk about an already existing topic.
This is why you need to do deep research before developing content that goes to your blog. You need to look at aspects of that topic that has not been touched by other businesses. That is how you are going to stand out from the competition in your market.
It’s not a bad idea to take the disruptive angle of any subject. In fact, people who take up controversial positions on issues get to attract more attention than those who follow the crowd. What your ideal clients are looking for is a fresh perspective on the issues they are dealing with. If your content is able to focus on these unique angles, then you can win the loyalty and trust of your prospects with ease.
- Your Content Must Be Useful
Your content must be able to solve a particular problem for your readers. It doesn’t make sense to churn out 2000+ or 3000+ word count content that doesn’t help anybody. It’s just like a blown balloon that has nothing but air in it. There’s no real purpose or substance to it.
For Instance, the essence of this content is to show you the benefits of the right content as regards generating sales. Beyond that, I also want to show you what to do to achieve that. If you’ve read this content to this point, then you should have started catching the message I’m trying to convey.
So, if you don’t know how to use the right content, you should be able to know by the end of this post.
Your content has to be geared towards helping people. Give out useful advice and actionable strategies that help. People are tired of content that is centered on a business, product or service. Even if you want to talk about your business, let it be from the position of offering the needed help. Outside that, focus on your readers more than on yourself.
If readers find your content useful and helpful, they take the next step of asking for your product or service.
- Your Content Must Be Entertaining
That your content has to be detailed doesn’t mean it should be boring. As a matter of fact, you should be able to catch the attention of your readers within the first 2 paragraphs of your content. This is because most people have short attention span.
Think about it. If you’re watching a 2-hour movie and nothing catchy has been done in the first 5 or 10 minutes, you either sleep off or abandon the movie. I don’t know about you, but it happens to me a lot. A movie only has 10 minutes to get my attention. That’s why most people prefer watching short comedy skits to a boring movie.
Your content is like a movie. It should be able to provide an “aha” moment for your readers. Every paragraph should take your reader on a smooth ride to the next.
Don’t get so uptight. It’s okay to add a little humor, even if you’re talking about something as serious as sales and business. Tell stories and cite real instances. Use every creative way to get your information across to your readers in a way that doesn’t make them feel talked at. You don’t have to water down your content in the process. Just do it in the most creative way possible.
When people enjoy consuming your content, getting them in as clients becomes easier. This is because you can relate and connect with them.
2. Always Include Relevant and Strong Calls-To-Action
As much as you are sharing useful information, it is also important to let your readers know that they can get support for the subject you’re dealing with. Readers today are suffering from information overload. They are tired of having information thrown at them without a hand to guide them through implementation. You need to use a relevant call-to-action to get them to take the action that will get them their desired outcome.
At best, the content you have developed lays the foundation for what they are to get. It shows them a little bit of what to expect when they become your clients or customers. It shows them that you care for them and want the best for them. But, you are not going to get them over as clients if you don’t open the door to the next room. They only read your content, enjoy it, and probably go to your competition for help. You would have nurtured a lead for another to benefit from.
A strong call-to-action is a given, if you must generate sales from your content. Whether you are selling a product or rendering a service, the same thing applies. You need to craft a compelling call-to-action that leads your potential customers to the next phase of their buying journey.
Having a strong and compelling CTA is one thing, placing it well is a different ball game. I have come to realize that the best position for a high converting CTA is at the end of the post. I know you want your prospects to take action. But you have to give them a chance to consume the content you dished out.
If you place your CTA say a few paragraphs into your post, and it’s not geared towards a more in-depth version of your content, it will be ignored by your readers. This is because, they want to know what you’re saying before taking action. By the time they get to the end of the content, they won’t remember to go back to the CTA. They end up leaving the page without taking the desired action.
When your CTA is directly after your conclusion, you get more conversions. As soon as your prospects are done reading the content, the next thing they see is a CTA. It’s easier for them to take action at that point.
One more thing on this. Please, avoid using a bland CTA, it’s a big no-no. Make your CTA detailed and appealing enough. This is the last chance you have to convince your reader to take action. It doesn’t have to be a full blown heading on its own. After all, you’ve said all you needed to say in the content. Your CTA should be between 3 and 5 lines. It should give your reader a strong reason to take action.
3. Make Your Posts Consistent.
The things I have said up till now will not deliver results if you aren’t consistent in giving out content. Believe me, I know that bringing out good and quality content is not a child’s play. It takes time and energy. But, to achieve your goals, you need to give out pieces of content on a regular basis.
As a matter of fact, I could spend 8 to 10 hours working on a content. 70% of that time is spent on researching and preparing the skeletal framework. The rest is spent on fleshing out the content. There’s still the part of editing and scrutiny. All of these can be overwhelming. But, I still have a weekly target of content that I dish out.
This is where content calendar comes in. Saying that proper planning ensures goals are achieved, is stating the obvious. Having a content calendar helps you to strategize your posting activities. It shows you what topic to work on and when it should be published. It keeps you disciplined and consistent in developing and posting content.
The truth is that there are people who are waiting to read the next new thing you have to say. If you have established yourself as an authority in a particular field, people would love to always read your posts. The expectations are high and you have to live up to it. Remember, your content is the avenue for building trust and strong relationship with your ideal clients. The more people engage with your content, the higher your chances of converting them to paying customers.
The beautiful thing about being consistent in giving out content is the new opportunities it brings to you. Yes, every blog post you make is an opportunity to bring in new clients. Most of them are your followers, but they are waiting for that particular content that is specific to them before taking action. So, for every new angle you take in your content, there’s someone you’re talking to. When your content speaks to people in a specific way, converting them becomes easier.
Use Your Content to Generate Sales Now
Everything I shared with you today is the exact same things we do. Our blog content have generated sales for our business over the years and it’s still improving. We believe that the right content can help you get more results, in addition to your marketing campaign.
In case you missed the points, here are the strategies again:
- Make your content rich and meaty. Your content has to be unique, useful, and entertaining.
- Always use a relevant CTA at the end of the content. That’s what gets your readers to take action.
- Consistency is important if you want to build a lasting relationship with your readers.
I know this might be a lot to take, but we have provided a support system to help you implement this in your business.
Click here or use the button below to schedule a breakthrough session with us. There’s a business strategist waiting to help you implement these in your business.