Are you struggling to create new leads and increase your sales?
Many of my potential clients wonder whether content marketing is really necessary when it comes to selling conservatories. After all, you just want to sell, right?
Wrong. Quality content is absolutely essential to bu
ilding trust with your prospective customers, whether you’re selling conservatories or cat food.
In fact, 61 per cent of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company.
Below, I’m going to go into more detail about why a conservatory businesses need content marketing.
Your website is your best salesperson
It’s often one of the first things your prospective customers will see, and we all know what they say about first impressions, don’t we?
Imagine someone at the start of what we like to call their buyer’s journey; they’re only just starting to research the various types of conservatories on offer, and don’t know what they want yet, or even if a conservatory is the best solution.
They’re going to have questions, and they’re not going to know the first thing about a hipped-roof design, compared to say, a lean-to.
But instead of having their questions answered, they get bombarded by product information, sales talk and information all about your company.
Congratulations, you’ve just scared off a potential customer.
Answer questions and solve problems
Content marketing is based around the logic that the ‘sell, sell, sell’ approach is all wrong.
After working with other conservatory businesses, and other businesses with a similar buyer’s journey, I’ve identified that addressing relevant questions is a good way to turn anonymous visitors into people who are ready to engage and become customers.
The best way to actually sell conservatories is to understand who your ideal audience is, and the kind of questions they are going to have when they first visit your website. What problems are they facing?
By coming up with quality content that addresses these problems and solves them, you not only attract the right people to your website, you also begin to slowly establish trust.
In return, you’ll be rewarded with a steady stream of leads and revenue. (I’m not exaggerating!)
Examples of good content marketing
As a conservatory supplier, you may already be coming up with the occasional blog post to help promote your company. But are they the right ones?
Good content marketing should always be customer-focused. This means that you should always be thinking about things from a customer’s perspective and their goals, challenges and aspirations, rather than your own.
Below are some examples of good content marketing vs bad content marketing for customers who are just starting out on their buyer’s journey.
Good content marketing
- 7 Tips for Finding the Best Style of Conservatory for Your Home
- 5 Reasons Your Conservatory Roof Should be Tiled
- The Conservatory Weatherproofing Checklist
Bad content marketing
- Why Our Conservatories are the Best
- Our Price Guide for Tiled Conservatories
- 5 Reasons to Buy Our Weatherproofed Conservatories
The more company-focused examples aren’t all bad – but they should be introduced in the later stages of the buyer’s journey, rather than right at the start.
Apply content marketing to sales
Good content marketing can be used to address problems and queries throughout the buyer’s journey; for instance, it can also be a powerful sales tool.
By getting your sales team on-board and aware of the quality content you’re providing, they will be able to answer a prospect’s questions by directing them to the very blog post that solves that particular problem.
Not only will your customers instantly feel more informed and in good hands, your company will also look authoritative by covering all bases.
If your leads are drying up and you’re looking to make more sales (aren’t we all?), quality content marketing could be the answer. By showing that you understand your prospective customers’ needs and problems, you can establish trust and build a connection with your audience.
As long as you focus on a customer-centric approach, rather than a sales-focused one, you’ll also see the difference in your leads and sales.
Remember, content marketing can be an effective tool for every level of your business – even your sales team.
So, get out there and start creating valuable content your customers will love!