Engaging content is the future. Whether written or visual, consumers have so much choice when looking to purchase a product or service.
Imagine a consumer that’s thinking of buying a 4K television. They’re ploughing through Google’s ‘shopping’ results and also visiting the premises of electrical retailers. What do you think they’ll find?
4K televisions that look similar. 4K televisions that are priced similarly. 4K televisions that do similar things.
If you sell 4K TVs, how do you stand out against your competitors in this scenario? (Given that there are very, very few truly unique products on the market in any sector, believe us when we say this scenario is appropriate to 95% of businesses.)
In a physical store, your sales assistant can walk up to the consumer and strike up a conversation. During this chat, they will (if your salesperson is any good) ascertain the needs, budget and preferences of the person in-front of them. They will answer any questions the consumer has. They will qualify any of their concerns. They will then steer the consumer towards purchasing.
Job done.
Online, how does the same interaction play out? You may have a live chat function on your website that’s adept at answering queries, which is one less thing to worry about, certainly. But as for engaging someone who isn’t even at the buying stage yet, you’ve to work it through content. You’ve to get them excited about the product in the first place, before you even get them sold on your brand.
Imagine two websites that sell 4K televisions. The first is a virtual shop window. It lists the televisions for sale and gives accurate, factual descriptions of each model.
The second one does exactly the same, but it carries a few extras. It not only answers the consumers’ questions via live chat it also stresses the real-time benefits of 4K TV through beautiful imagery and shows the impact the purchase will have on their lives (attractive pictures of the whole family facing a 4K TV). An on-site article, or vlog, details the problem the product will eradicate (a family that doesn’t want to spend time together; how rubbish a 3K television is in comparison), as well as the time and/or money it will save them (compared to higher prices with competitors, more costlier ways for the family to spend quality time together).
Sold on the product, the consumer could choose to buy the television from a number of retailers.
However, content on this second site also includes how-to videos and helpful guides on how to set-up their new 4K television. It includes trust-affirming testimonials from satisfied customers and the story of the retailer’s brand. The consumer is grateful for the company’s help with their buying decision; they’re excited to watch the television now they know the functions it has and the time they’ll spend together as a family; they’re now knowledgeable on the set-up/installation, which will now take minutes rather than them spending hours tearing their hair out.
When it comes to purchasing something else in the realms of what these two companies sell, which do you think the consumer will choose. Which will they remember?
Content isn’t about shouting about how great you are (well, it may be a smidgen of the time). It’s about helping your clients through their buying experience and beyond. Content may even be what attracts consumers to your brand in the first place, if it’s particularly informative, humorous or special in some other way – even if they’re not remotely looking to purchase. When the time comes, though, they’ll remember you.
By all means, have an all-singing, all-dancing website. But, for the love of God, make sure you’ve got some good content on there.
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