You’ve spent hours writing that eBook and you’re minutes away from publishing the landing page so you can start watching the traffic and leads pour in. Now, weeks have passed, and the conversions you are getting are long gone – reluctant to return to your site again. No one’s shared your content or even spared one, single, minute ‘Like’ on your Facebook post announcing your newest eBook.
Sound familiar? You’re not alone.
But before throwing in the towel on content marketing all together, let’s explore where we went wrong. Here are the 3 reasons your customers hate your content.
1. It’s all about the sale.
One of the most difficult adjustments to make when adopting an inbound marketing strategy is the movement away from the hard sell, and the transition into educating and guiding.
When a new lead converts to read your newest eBook or whitepaper, they’ve trusted you enough to provide their name and contact information. And for every business – trust is gold. But if your lead feels “tricked” into converting by downloading a piece of content that’s nothing more than a sales pitch, you’ve lost that customer – probably for good.
The Solution: Take a step back from the sale and think about the consideration and research process your customer goes through when deciding to do business with a company like yours. What type of (non-salesy) information can you provide that would genuinely them during this process?
2. Missing the target.
The objective of content marketing is to create something that speaks directly to your prospects’ and customers’ interests – providing them with useful information by helping them solve a problem, make a smarter purchase or do their jobs better.
If you’re publishing content with the single intention of just converting leads, chances are, your content isn’t truly relevant or valuable to your audience.
The Solution: Start by creating personas of who, precisely you’re targeting. What do they care about? What common questions do they have that you can help answer? What are the biggest problems they’re facing on a regular basis? Understanding these questions will provide concrete direction on creating meaningful content that connects with your readers.
3. Leaving them guessing.
Let’s say you already have the first two tips covered and you’re still wondering why you’re hearing crickets after readers visit your blog or download a piece of content.
One of the most common mistakes in content marketing is failing to incorporate appropriate calls-to-action to direct your readers on what to do next. Content marketing is all about naturally pulling (not pushing) a lead through your sales process – but if you’re not leading the way, you risk missing out on a potential customer.
The Solution: With each piece of content you create, put yourself in your customers’ shoes and provide them with direction on the next step to take that feels natural to them. Avoid the temptation of abusing the CTA with attempting to get your newest blog visitor to call you or “buy now;” chances are, they’re not ready. So direct them somewhere that makes sense, keeps them on your website and continues to build their trust with your business.
If you want more information on how to cut through the marketplace noise and generate more leads for your business with inbound and content marketing, click here to download this free eBook, Inbound Marketing 101.
All the best,
Sarah D’Andrea is an Inbound and Content Marketing Manager at Stream Companies, a Philadelphia area advertising agency.