“Wow! That’s the most amazing blog post I’ve ever read on foot and ankle care!”
Hmm…we bet nobody’s actually ever said that. Why? Not because of the quality of the content or the topic, but because that’s not how content marketing works in consumer minds.
At the end of the day, blog posts don’t drive quick sales.
If Blog Posts Don’t Sell Fast, Then Why Create Them?
Truthfully, blog posts do win you more sales. It’s just that their work takes 6-18 months to pay off. Why? Because content marketing works like this:
First, someone reads your spectacularly helpful post on foot and ankle care. They may or may not have a severe problem to warrant treatment.
Some of your readers will opt to take care of the problem themselves. There’s nothing you can do to sell that type of person—it’s just who they are.
However, many people who read your post understand the value of an expert and would instead not handle the issue themselves. And here’s the critical point: while they may not have a severe foot or ankle problem right now, they may experience one down the road. By writing valuable content that wins their attention and is more helpful than any other blog on the same topic, you invite many readers to remember you.
They follow you on social media. They bookmark your website. They email your link to themselves for safekeeping. They join your email list. They share your content with a friend. And then, over time, as you continue to feed them valuable and engaging content, you become more of a priority in their minds as someone they want to listen to. These consumers won’t turn to your competitors because they very much love what you have to say. Finally, they schedule an appointment when they have a problem you can solve.
That’s how content marketing works. When you attract an audience, you initiate a massive, unstoppable ball of momentum that sells quickly and repeatedly.
Can You Use Content to Speed Up the Sales Process?
Yes. Blogs sell slowly. They give helpful advice on various topics, which helps, and their consistency keeps you visible in search engines. They’re necessary to your marketing success. Yet, do you know what converts more of your blog readers into paying customers? Real-life success stories!
Also called “case studies,” these stories detail the problems your customer approached you with, why they chose you over a competitor and the results you generated. After you weave a few customer quotes throughout the story to add credibility, this makes you an easy choice for other potential customers facing the same problem.
You can keep your customers’ info anonymous. However, receiving permission to use their real name—or even their first name and last initial—lends more credibility to your story and leads to quicker sales.
Small businesses often lack this strategy. They want to use facts. However, as the old marketing saying goes, “Facts tell. Stories sell.”
Find some stories—you certainly have some—and then use your social media profiles, website homepage, and email list to promote them and watch the business roll in!
If you need assistance, we can help! Contact us to see how, our consulting is free!