Today I want to tell you the story of two competing companies with very different outlooks concerning their target audience.
The story begins with John Smith. John was the operations manager for Acme Drives and he was looking for a red widget supplier for a new product Acme is developing.
Because this project was aimed at a new market sector his usual suppliers couldn’t meet his needs so like the vast majority of people today he decided to search for a solution to his problem via the internet.
So he typed in the search term “red widgets” and the search results page returned 2 main contenders:
- Widgets are us
- Widget Solutions
John clicked on the link to Widgets are us and duly landed on their home page where he found out Widgets are us:
- Are the market leaders in their field
- Had been in the widget business for 25 years
- Were renowned for their quality
- Were at the cutting edge
- Had won awards
- And he also saw a shiny photograph of their factory
- He looked around the home page for other tabs and found links to the bios of the Widgets are us board of directors
- He found links to their environmental policy
- He found links to their press releases that just seemed to restate all of the above
BUT he didn’t really find a solution to his problem
So back he went to the search engine and clicked on the link to Widget Solutions.
This time he was taken to a home page where a headline stated Widget Solutions were “dedicated to providing solutions to the issues their customers faced”. To support this statement the page copy explained that Widget Solutions understood the issues people like John faced because they’d been working closely with similar companies to resolve similar issues.
The page also linked to white papers explaining how the products that Widget Solutions offered resolved these issues. Video demonstrations explained how the solution worked and instructions for use were also available as was a link to the Widget Solutions blog.
A clear call out box highlighted Widgets Solutions latest offering – A new red widget product
At the bottom (and top) of each page was a clear call to action – Contact us at this telephone number or email address where one of our trained staff can discuss your issues. Alternatively you can link with us on these social networks.
Who do you think won John’s business?
This might seem like an exaggerated tale but look around you on the internet and you’ll see many examples of companies like Widgets are us every day. Some of this may even strike a note of recognition regarding your own website. But you won’t see too many examples of Widget Solutions.
Which company would you rather be?
Over the last few years technology has changed buyer behaviour FOREVER. Buyers are no longer waiting for the salesman to knock and even if they do, they won’t let them in until they’re ready and have researched the markets to compare a number of solution providers. If you want continued success you need to understand that searchers are not interested in your products or services, at least not initially. They want solutions to their problems and they’re finding those solutions via the internet. Buyers are choosing their final candidates based on what they find online, so your business needs to be looking outward not inward. Today if you want to get found, it’s all about content, if you don’t have a content strategy then you better get one quick.
If you want more information on how taking a content marketing approach can help grow your business, read my ebook: Content Marketing Fundamentals.
If you’d like to find out more about smarter marketing methods to help your business grow, get in touch. I look forward to hearing from you. Contact us today on 01803 413481 or email [email protected]