When you ask marketers what their company sells, often times the response is all about the product. But that's not what you're selling. Nope. Not really.
What you're selling is the value as perceived by the customer. Most times, that has nothing to do with your product.
Consider these answers to the question - "What do you sell?" followed by some suggestions for what that might actually be from the customer perspective:
- Social Media Software Platforms - Try conversations and connections
- Hotel Meeting Space - Collaboration, Facilitation of Business Decisions (or ideas), Inspiring Exchanges
- SEO Services - Getting found by the right people
- Search Technology - instant access to the information you need/want
- Desktop Management - escape from computing chaos and reactionary operations
Those are only a few examples, but you get the gist.
Here's what's key: You need to determine what these values are in relation to each market segment or niche BEFORE you draft your content for the next campaign.
Your content will have a much better chance of connecting with your prospects, commanding their attention and building engagement if it's focused on value and not products.
A recent campaign for one of my clients has taken them from a handful of leads who become qualified sales opportunities to an average of 58 per month - after month, after month.
In all fairness, that's not just because the content was focused on them, but that shift has played a large part in setting up the context for the conversations my client has been able to engage in. Not to mention their sales outcome improvements this year.
I'm betting all of you can benefit from producing valid sales opportunities instead of just leads who could be interested, at some point, in purchasing at some time in the future.
Think about it. The better able you are to position your content to your lead's perspective, the higher the response rate. Give it a shot and let me know what happens.