This post is the 19th in a series of 21 aimed at providing marketing tips to SME’s across Devon and Cornwall.
I have a confession to make; I have not always held marketing communications in the regard that perhaps it deserved. Back in the day, when I had responsibility for a multi-national sales and marketing function I viewed the marketing communications effort as a means to an end, a bit player for the product management and sales functions. But then again, within a traditional marketing process I believe that was the role it played.
However, my view has now changed 180 degrees and the catalyst behind my change of heart can be laid firmly at the door of new technology. The changes in buyer behaviour driven by the power of the web have moved the information power base away from the vendor towards the customer. It is no longer possible for vendors or companies to keep their audience in the dark by filtering information to their customer base, because buyers are now actively searching for answers (even before they engage with you) and are now as well informed as your sales force.
This change of buyer behaviour presents both issues and opportunities for all of us. Buyers are actively looking for what you have to offer, in order to satisfy that desire you need to be found but not only that, you must ensure that visitors to your site come back, again and again.
The importance of valuable, compelling content in helping searchers find your solutions cannot be overstated; this puts the marketing communications effort firmly in the driving seat but in order to take advantage of this change. You need to act – Now.
The vast majority of websites are clones of corporate brochures, full of irrelevant information focussed mainly on the company NOT the customer. Marketing communications managers now have the ability to change this by ensuring that web content tells your story and at the same time:
- Creates empathy by explaining how you understand the pain points of your audience
- Demonstrates how you provide solutions to their problems
- Provides useful downloadable content that visitors can take away to read later
- Is written in a way that interests your audience and is optimised for search
Getting this right will differentiate your offering from the competition, deliver higher rankings in search, drive more visitors to your site, create more opportunities and increase sales. Keeping customers interested post-sales will eliminate the post purchase blues and create further opportunities to up-sell, cross-sell and win-back previous customers
So my message to all of you who are involved in or have an interest in “marketing communications” Your destiny is in your own hands, you now have the tools and the arguments to drive this change. There has never been a better time to make such a valuable contribution to the marketing strategy. You are in the box seat, it’s time to get rid of the bland, me-to, inward focussed content and develop a content marketing plan that will help deliver fantastic results.
If you’d like some more information on this subject, read my ebook: 6 stages to inbound marketing success.
At Rame Marketing we work with our clients on content driven strategies to help them to grow their business. If you’d like more information on how content marketing can help your business, read my FREE ebook: Content Marketing Fundamentals
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