Effective inbound marketing campaigns depend on quality content. Content that educates visitors and provides them with valuable information is considered quality content. But unless that content helps to sell your product, it will not have much of an impact on your sales success. When crafting copy for your website, email, and social media content, it is imperative that it always moves prospects toward the sale.
Develop key selling points.
As you consider the content part of your inbound marketing strategy, begin by defining your key sales points. Spend some time considering who your buyers are, and what unique selling points are important to the buyers you serve. Key point advantages may include things like:
- Dependable, on-time delivery
- Custom manufacturing capabilities
Once you have developed specific selling points for all of your products, create compelling content to support them.
Turn selling points into solutions.
For each key selling point you come up with, turn it into a solution. As you develop informative and useful content, present your selling points as solutions to the likely challenges your buyer faces. For each, tell a strong and compelling story that focuses on your buyer and how you will meet the buyer’s needs:
- Need to minimize downtime and promote productivity?
- Need a component made to meet exact specifications without a lot of extra time or cost?
Invite the prospect to buy your solutions.
Once you have attracted and engaged your prospect with quality content, invite them to take action by downloading a white paper or requesting a quote. Depending on what stage the prospect is in, the message should encourage the prospect to either buy or continue the pre-buying relationship . While leads are in the nurturing phase, the message should focus on providing more information. When the prospect is ready to buy, your content should provide a clear path to the sale.
Learn more about the Inbound Marketing approach by downloading our FREE Guide to Inbound Marketing. If you need a little help with ideas for your content message, give us a call!