Many companies face the same dilemma. They have a selection of game changing products or services that their current customers couldn’t live without. Likewise, sales are consistent, but have seemed to top off. Breaking through that glass ceiling requires connecting with new customers, and what better way to do this than online? But after turning their attention to the company’s website and social channels, it’s quickly remembered the last message posted wished their customers a happy new year in 2018.
In order to be found online, you have to be present. Creating a website and social channels for your company is a great start, but without regular updates they aren’t doing you much good. A highly successful website creator and SEO specialist recently told me that “ongoing content is necessary more than ever.” And it’s true! Relevant, timely and informed content not only galvanizes your position as an expert in your field, but can help new customers find your website and seek out your assistance with the problems they’re facing. However, realizing your company’s need for content is only the first step. The second is coming up with enough ideas to feed the content machine.
Stick with the basics
Creating content doesn’t have to involve deep research and days of writing. One trick to creating quick, quality content is to utilize the knowledge already available to you. Chances are that, while you might consider it commonplace, many potential customers are currently searching for the basic information surrounding your products and/ or services, or the problems they solve. Consider a series of high-level, “101” type posts that provide this general information with a “contact us with any questions” hook at the end.
Have you heard the news?
There are also numerous opportunities to position yourself as a thought leader by piggybacking off of current events that might have some impact for your customers. We’re all a part of a larger industry, and your position as a product/ service provider gives you a unique perspective on news affecting your customers. We obviously don’t suggest basing any content on controversial or divisive issues. But if you can find a relevant current event and provide a unique, original and authentic comment on it, this is content gold.
Introduce the team
The larger trend of business transactions moving online, which was further accelerated by the pandemic, has left many people sick of interacting with faceless brands and chatbots. Customers want to know the people they’re doing business with, their backgrounds and their interests. What makes them uniquely qualified for their positions? What contributions have they brought to your company? Introducing your company to potential customers with a series of posts that highlight your team members could be the deciding factor in where they end up taking their business.
Committing to creating regular content can be daunting at first. But by utilizing these tips to get you started, and developing a mindset for identifying company news that could turn into a great piece of engaging content, soon it will become second nature. And if you need help getting your efforts off the ground, we’re here to help!