Imagine the following scenario: you own a growing business. Every month, you’re generating more and more leads, and that’s making it harder to track them, and to give your sales team the kind of deep data they need to personalize their sales calls. You figure it’s time to invest in some customer relationship management (CRM) software—but you don’t know how much you need to spend, or which of the many products on the market can best meet your individual needs.
So, like most people, you start to do some research on the internet. You enter “best crm tools” into Google.You see a lot of organic results, and some sponsored ads. The first three sites you go to list an assortment of CRM tools with product descriptions and prices. This isn’t helping.
Then, you see a link to an article: “How to get a CRM tool that meets your business needs—without spending more than you have to.” That sounds right up your alley. You click on the link and go to a landing page which asks for your contact information. You really want to read that article, so you enter your name and email address and download it.
The article explains that a lot of businesses like yours spend too much for software with features they’ll never use. It tells you that you can save money by matching your specific needs to the least expensive product that meets them. It goes a step further, linking to a survey where you check off what features you need, and ignore the ones you don’t. You click on “submit” and see 3 suggestions for CRM products that give you just what you need (and no more) and that are all in your price range.
Question: are you going to buy from one of the 3 sites that hit you with a bunch of product descriptions you didn’t understand—or are you going to buy from the company that helped you find the best product for your business? Sounds like a slam dunk. That’s the essence of content marketing.
In 2017, Effective Marketing Is About First Establishing Trust
Marketing hasn’t changed because marketers got tired of what they’d being doing for years and capriciously decided to try something new. Marketing has changed because consumers have changed. Their mailboxes stuffed to the max with direct mail pieces, their inboxes crammed with promotional emails, their dinner hours disrupted by pesky telemarketers, and their television viewing interrupted by annoying commercials, they became more discerning—and more suspicious of the old-fashioned sales pitch.
So, by the millions, they started to avoid those telemarketers by signing onto do-not-call lists. They started to fast forward through TV ads, and they found creative ways to limit the email they receive.
Content marketers understood this new mindset. They created a new marketing paradigm—one in which you stop pushing sales pitches at prospective customers and start pulling them towards your products and services with valuable, relevant information they can use in the form of articles, blogs, how-to videos, podcasts, eBooks, white papers and case studies. In a word, they understood that you can’t sell whatever it is you sell until you first get consumers to trust you.
Why Is Content Marketing Important for Your Business?
Said differently, the best reason to jump into content marketing is that in 2017 it just works better than traditional outbound strategies. Here are 5 reasons content marketing is important for your business:
- You’ll increase traffic to your website: on average, effective content marketing produces 7.8 times more site traffic than traditional marketing strategies.
- You’ll increase brand recall: almost 60% of marketers say that personalized content creates higher customer engagement rates (according to the IBM Digital Research Survey). Like our imaginary business owner above, consumers are grateful to companies that help them solve their individual problems, and that means they’re more likely to remember those companies when it’s time to buy.
- You’ll generate higher-quality leads more cost-effectively: leads generated from content marketing campaigns on average cost 62% less than those generated from outbound campaigns. And those leads are of higher quality, because they already know something about your business.
- Almost 90% if B2B marketers now use content marketing: the increasing popularity of content marketing is a tribute to its effectiveness. More and more brands are learning that establishing trust by offering consumers information they can use drives sales.
- You’ll increase your conversion rates: businesses which adopt content marketing strategies on average experience conversion rates 6 times higher than those which don’t.
As effective as content marketing can be when it’s effectively executed, it’s just one of the inbound marketing strategies that can generate more and better leads, improve conversion rates and increase sales.
To learn more about the ways our branding, design, experiential and social media solutions can help you generate qualified leads, boost conversions, drive sales and grow your business, contact us today.