The most consistent way to achieve good performance is to apply the best market practices . Not every action taken by a company will have the same effect on your business, so testing is essential .
Still, there is one thing that does not change: the steps of content marketing . To be successful, you need to apply this strategy in a structured manner . After all, there is an entire methodology that needs to be respected.
When these steps are ignored, the buying journey tends to be confusing. This means that shallow content can reach a customer who is ready to make a decision or vice versa. The ideal, therefore, is to avoid this situation, so that the path taken is more objective and brings consistent results.
To attract potential buyers in a successful yet subtle way, you need to apply the steps of content marketing in the correct order to grab visitors' attention and close deals without using invasive advertising. Learn more about what characterizes each of the pillars of the strategy.
Attraction
The focus here is to grab consumers’ attention and attract them medical insurance leads email list to your company’s website or blog. In many cases, customers at this stage don’t even know they have a problem.
Therefore, it is necessary to use more generic but relevant content that attracts the public's attention. The material needs to be objective and clear, as well as attractive, to increase the chance of taking advantage of the business opportunity.
Conversion
The second stage involves turning a simple visitor into a lead, that is, someone who has a real interest in your product or service. This is when you approach the buyer and turn them into a potential sale .
For this conversion to occur , the goal is to get the visitor's contact information. This can be done, for example, through a landing page by offering rich material , such as an e-book. Note that the idea is to arouse curiosity, while offering relevant content.
However, avoid creating a form that is too long and requires you to fill out a lot of information. Pay attention to the basics, such as email and name. The other fields depend on your industry.
If it is a store that sells electronics, a good suggestion is to ask the customer what devices they have and if they prefer a particular brand. If it is a company that sells management software, ask about the size of the customer's business and the segment in which they operate, for example.
Sale
The lead has already shown interest, left their contact details and you have the chance to qualify them to complete the sale.
Now is the time to offer comparisons, tests, free consultations and content that reinforces the benefits offered by your company. Depending on your business model, continue providing support by phone or in person.
For example, if you sell management software, it might be a good idea to schedule a meeting to show the product and present its benefits. And keep in mind that this stage only ends when the customer makes the purchase.