Your target audience will more than likely review your products and/or services through your website before learning about them directly from you. They will spend hours researching and reading about your business, which means your content needs to be written in a way to convert these leads into customers.
Writing for the web is certainly not the easiest task; it needs to focus on assisting your customers in solving their challenges, meet their goals, and improve their lives in some way.
In this post, we’ll show you how to write content that will improve your bottom line and encourage leads into loyal customers.
Understand Your Audience and Their Needs
This is often the first step with any digital or non-digital marketing effort, as you don’t want to put time and energy behind content that won’t resonate with your target audience. By defining your customer profile and discovering their key demographics (age, interests, online behaviors, purchase behaviors, etc.), you’ll have a firm understanding of what your customers are in search of, and your writing can cater to their needs.
Once their audience profile is robust, it’s important to dive deeper into their needs and common pain points. There are a lot of ways to discover their troubles, ranging from keyword research to sending surveys, so start using your findings to see where your customers are frustrated within your space.
Offer Clear Solutions to Their Problems
Now that you’ve discovered what keeps your audience up at night, you now know how to offer solutions for them. As a subject-matter expert in your industry, you should be able to easily list the steps you can provide to resolve their challenges. Be as precise as possible when listing your steps; they will come in handy when it’s time to write.
Format is Just as Important as the Message
Consider what stage you want to target your potential customer within the buyer’s journey. This will help you decide which form of content you’ll want to wrap your solution around. An example of this is a social post for a quick and easy tip, a white paper that’s targeted around the importance around your solutions, or an infographic that can easily be digested.
End with a Strong Call-to-Action
The call-to-action (CTA) is what’s going to allow your audience to take action with you. The most effective CTAs are in line with your audience’s readiness to move forward to learning more about you. Make sure no matter what your goal is, it’s as simplified as possible for your audience to complete the next step.
Publish and Promote Your Content
Now that the content is finished, it’s time for you to push it to the World Wide Web. Choose to publish your content on a channel that resonates with your audience, which is usually your website (unless you’ve decided a social post is the best format for your message). Once the content is live, share it wherever your audience is. Social media and newsletters are probably going to be the best places for your content to get exposure from your audience.
Keep in mind, writing compelling content that reflects in your bottom line is going to take time to master. By keeping these tips in mind regularly, you’ll be able to craft useful content that will improve your brand awareness, gain new leads, and build a loyal customer base.
To learn more about writing effective content, get ahold of GreenMellen today!