To attract prospects to your business, social media and content marketing are great tools – and to make the connection between the two is key to success!
Here is a quick look at the content needed to get your marketing to that intersection.
#1: Attract Prospective Customers
The first question on a prospect’s mind when considering a purchase is, “What solutions are available?”
Your goal is to create awareness and make sure that your solution meets the buyers’ need when they’re ready to make a decision.
According to data from Google and Shopper Science’s Zero Moment of Truth report, consumers in 2011 consulted an average of 10 sources before making a buying decision. That’s up 100% from five sources in 2010.
Successful businesses are communicating with prospects on social networking sites and directing them to the material the prospects need to make an informed decision. How are they doing this?
One way is to create informational articles.
Social network users are constantly sharing, curating and consuming informational content. Often, the headline or a short description of the content appears on the social network together with a link to view the content on a company website.
Businesses need to share this informational content and have it written for prospects who are in research mode, learning about the solutions that are available.
Charles Schwab, a financial planning company, distributes links to resources via social networking sites and makes them available for prospective leads who reach out via social media.
Another method is to raise awareness of your products and services through informational webinars and seminars.
Informational webinars and seminars can demonstrate your expertise while providing prospects with the information they need during the research stage of the buying cycle.
#2: Convert Prospects
The second question on a person’s mind when considering a purchase is, “Which is the right solution for me?”
Businesses that successfully convert new customers from social media create and distribute content that provides proof points to the sale. Content that assists in meeting this goal proves that your solution provides more value than the other solutions the prospect has researched.
A very effective piece of content to meet this goal is the demo video or “explainer” video. The social media tool Little Bird provides a demo video on their home page that displays the tool in action and details the benefits.
A second piece of content that will build the type of trust that closes the sale is the case study. Case studies close sales because they prove that others have had success with your solution.
#3: Keep Existing Customers
The last question on a buyer’s mind is, “Am I happy with the decision I made?”
This goal is about retention and referral. Successful businesses will use social media and content to keep customers satisfied.
One type of content that retains existing customers is support documentation.
Businesses that create content that teaches customers how to get the most out of their product or service will increase customer satisfaction.
More information can be found at www.socialmediaexaminer.com