This post is the 14th in a series of 21 aimed at providing marketing tips to SME’s across Devon and Cornwall.
I mentioned in an earlier blog post that some online searchers seem to have less of an attention span than a goldfish. What this means is that anyone who visits your website needs to know within a very short space of time (according to some articles, 7 seconds) how you can help solve their problems.
There are 3 important points to take from these changes in buyer behaviour:
- You need to get rid of the fluff and focus your online content on how you can help
- Most businesses concentrate on promoting their products or services but that may not be what searchers are typing into Google
- If the pages of your website take longer than 7 seconds to download there’s a good chance the searcher will bail out and move on to your competition
If you factor in another key trend, namely, that many buyers carry out their own research and are 70% to 80% through the sales journey before they engage with a salesperson or a business, then publishing online content explaining how you can help, is critical.
And it doesn’t matter if you don’t actually sell products online, your audience will still use the search engines to find the nearest bricks and mortar store that supplies what they’re looking for and more people are doing this from a mobile device.
So what can you do to become more visible online?
- Stand in the shoes of your customer and carry out an audit of your web content. Does it focus too much on products, services or in-house terms that your audience won’t recognise.
- Be aware that there are different stages buyers move through before they make a purchase. Different content may be required for each stage and for each person involved in the decision process.
- Rewrite the content where necessary, identify the content gaps and create new content to fill those gaps. Don’t forget it’s not just text; you need to consider images and video too.
- Don’t forget your mobile audience, they don’t have to see every page of your website.
- Get proactive and publish quality content on a regular basis. Create an editorial calendar to ensure schedules are met that includes where and how the content will be published and promoted.
Remember, you’re writing for your audience not for yourself.
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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