Every day, more companies are realizing the importance of these sales techniques—storytelling—through articles, presentations, videos, and e-books. They are becoming essential tools in our complexes that bring value and engagement to our clients.
Yes, offline advertising companies had a hard time with online media, static ads, banners, GIFs, and flash videos, especially because of the conversion rate or return on investment they had. Now, even the latter are seeing their growth possibilities diminished.
It is no longer enough to go to the market with aggressive marketing campaigns, sell our products with “hype and fanfare,” or launch websites as mere lists of prices and products we have in stock or offer. We must take our clients into account and examine the current state of the market, where before making a purchase, they have consulted various portals inside and outside the web until reaching our product or service.
By using content techniques on our blogs, websites, social networks, presentations, and video channels, we will achieve the following:
Value creation.
Providing knowledge to our user-clients.
Attracting potential clients.
Generating credibility for our products or services.
Engagement or commitment from our clients to read about our brand.
Increasing traffic to our web portals.
Converting strangers into prospects and prospects into clients.
Many of you reading this might say, “That’s easy; with the amount of content the web and search engines offer us, we have it easy.” No, my friends, the “copy and paste” technique is heavily penalized by Google’s search engines, pushing your publications to the lowest result rankings.
The content of our products and services must be original and transcendent. Don’t you have news you can create from the day-to-day of your workplaces? Surely there is; in fact, there is enough to launch a daily article—not just focusing on commercial issues and what we offer, but also on the mundane aspects of our company.
Of course, for this, you will need to hire someone focused on gathering daily information from all the events happening in your companies, the offers you launch, the latest news about your market niches, and feedback from your clients. It is hard and constant work, but undoubtedly, in the medium term, it yields measurable results and a solid return.
The market is saturated with information and continuous static advertising. The technique lies in differentiating ourselves from our competitors—making our clients understand why they should choose us and not the competition. As I mentioned earlier, we no longer need to launch aggressive commercial campaigns or distribute brochures (which are also very effective); instead, the client comes looking for us, and moreover, with a lot of information about our brand and product.
There are many professionals in the market who can help us define content guidelines and strategies, but I am sure that within your companies, you have staff with communicative potential who can develop this valuable and effective sales technique.
By the way, on a personal note, after several questions from friends and colleagues in the sector: everything written on this blog is my own original content. It is not my style to use the “Copy-Paste” technique.
