What is the one thing all businesses want? More customers. I’ve never run across a business that wanted less customers.
In order to get more customers you need to increase size of the top of your sales funnel. When you increase the number of prospects entering your funnel, you’ll also see an increase in the number of conversions you are generating each month.
One great way to increase the number of prospects that you attract each month is to make sure that your content helps your prospects in some way.
A good example of a large company that does this is Progressive, the insurance company. Progressive actually shows you pricing from their competitors along with their own pricing. They also offer a fairly detailed comparative chart that measures many features of the coverage of all the competitors along with Progressive.
Will Progressive lose some business to their competitors by doing this? Sure they will. However, by offering this competitive comparison tool, they have accomplished two very important marketing goals.
1) They have built trust by creating the impression of transparency. That trust will go a long way to helping those prospects converting to customers.
2) They have also attracted a lot more prospects at the very top of the funnel and in doing so they will definitely end up with more conversions.
The key to Progressive’s content strategy success is delivering content that has value for and is helpful to the prospect.
You can and should take this same tact with your own content marketing strategy. Keep the sales pitch out of your helpful content so that you keep it helpful. No one wants to feel like they’re being tricked into buying from you.
So what’s the best way to get started with a helpful content strategy? Start with the questions that you have been asked by your clients or customers over the years. Take some time and write down every question you’ve ever been asked. Likely there are several questions that you are asked frequently.
Hopefully you’ll have a list of 30 or more questions that people have asked you about your business. You can use each of these questions as a content idea for your content marketing. If people have asked you a question, or if multiple people have asked, you can bet there are a whole lot of other people out there with the same question.
By creating a piece of content that asks and answers those questions, you will be there when someone searches for that answer online.
So now you have a nice library of helpful content that answers a lot of the common questions that people ask about your business or industry. That will open up the top end of your funnel and fill it with prospects.
Another great resource for generating helpful content ideas is Google’s auto complete feature. This feature in Google will show you what the most popular searches are based on what you type.
So for example, if you’re a painter and you’re looking for some content ideas you can type a question that would indicate someone is looking for help with painting. Like “what’s the best way to paint”.
As you type you’ll see that Google suggests a finish to your query. Generally you’ll get 4 suggestions, but they change as you type so you can tweak your query and get a bunch more. These are all great helpful content ideas because Google is telling you what most people are searching for.
When you create all this helpful content you’ll definitely want to take the next step to help that prospect walk through your sales funnel to become your customer. So you will want to include a call to action at the end of each article that you write.
Your call to action could be for another piece of helpful content that corresponds with the next step of your prospect’s buyer’s journey or it can be an offer to give some more personalized help with an in person or phone consultation. You’ll want to keep it helpful without a high pressure sales pitch.
Either way, make sure that you set up an offer specific landing page so that your prospect is focused on the benefit that your call to action has promised them and you can collect their data so that they are now a lead for your business.
Follow these straight forward steps and your helpful content will turn your website into a 24/7 lead generation machine.