If you’ve read some of our other blogs, you know that we’re big advocates of creating quality content that informs and educates your audience. You’re the expert on your business – why shouldn’t you let your customers know? They’ll be more likely to work with a company they trust to lead them down the right path. Sometimes, however, it can feel like you’re talking to no one. Why is no one reading your blogs, interacting with your social media posts, or opening your emails? Here are four reasons why your content might be missing the mark and what to do about it.
1. You’re not sharing content where your customers want to consume it.
You have no shortage of options when deciding where to publicize your content. You can put it on your website, share it one of hundreds of social media platforms, email it out in a newsletter, or even send a text. Which of these methods will be most effective for your customers? There’s no way to know unless you ask them. Just like you prefer certain social media networks to others, your customers have preferences, too. If you’re just posting your content wherever and however is most convenient for you, you’re missing the point. It’s important to understand how your customers want to receive information so you can make sure they see it.
2. You’re treating all your customers like they’re the same person.
Your customers are people – never forget that. They have different needs, wants, preferences, and dislikes. It’s up to you to get to know them and to make sure they know you value them. That means personalized email campaigns that go well beyond just slotting in their name. Know your customers and give them the content that’s going to be meaningful to them. If you’re not sure how to achieve this, remember that you can’t go wrong by asking. Ask your customers to tell you what kinds of content they prefer to read and adjust what you’re publishing to suit their tastes – they won’t all give you the same answer.
3. Your content isn’t interesting or relevant to their interests.
You know the story you want to tell with your content and the information that you think is important. That’s great, but remember that it’s your customers that you’re really trying to wow. Make sure your posts, emails, etc. are directly related to what your customers want to learn. A good way to figure out what customers want to know is to think about the most common questions you are asked on a daily basis. Answer a few of those in a single blog post, or write a longer piece diving deep into one particular topic. As you have hopefully started to see by now, asking your customers what kind of content they want to see will be very useful as well. You might be surprised where their interests lie!
4. You’re reaching people at the wrong time.
Your customers are busy people, just like you. Their attention is being pulled in a hundred different directions at once, and their phones never stop beeping with notifications. It’s important that you find the best way to cut through the noise and get your customers to actually pay attention to what you have to say. A great way to begin addressing this is through inbound channels. When a customer comes to your site, calls your business, or submits a support request, make it insanely easy for them to find answers to their questions. This can be achieved through an FAQ page on your site, a bot that auto-replies to support tickets with some suggested articles that may help, or a contact form that remembers their information and previous requests so they can get faster, more personalized service. Anything you can do to lower the barriers to getting help will have your customers coming back again and again.
A True Partner in Your Business’s Success
At 360 Payments, we understand that there are a thousand things to think about when running a business, and none of them are what you’d call easy. That’s why we take the stress of payments off your shoulders so you can focus on what really matters (like content marketing). Give us a call at 1-855-360-0360 or drop us a line on our website. We’d love to show you why we’re a different kind of credit card processor.
PS – No idea where to start with all this? Read our guide to business blogging.
PPS – Are you up to speed on these five marketing trends for 2018?