You’re throwing all sorts of great content out into the world, but it’s not bringing results. Sound familiar? It’s tempting to give up - but don’t throw in the towel just yet.
Instead, check whether your marketing assets match your high-intent leads. A few simple tweaks can make all the difference.
Understanding keywords, putting the right content out at the right time and using personalisation are tried-and-tested strategies to win sales. We’ve laid out some more info below.
The power of keywords
High-intent keywords show a lead has the intention of buying soon.Matching your assets to the keywords you’ve identified gives them the information they need to bring them closer to a sale.
Long-tail keywords are your friend. Simply put, they’re the more detailed questions or phrases a customer is searching for. They have a lower search volume, but higher intent. These keywords give you an opportunity to discover new niches nobody else has answered yet.
For example, ‘project management tool’ might be a head term with lots of monthly searches, but it’s very general. ‘How to use project management tools for budget planning’ is much more specific and suggests a lead has a defined problem they’re ready to solve.
Pelago, our unique AI, can help you with matching high-intent leads to the right keywords. Its 97 percent accuracy rate for leads means you can focus on the rest of your business while Pelago does the hard work for you.
Connecting with the buyer’s journey
A good marketing strategy, and quality collateral to go with it, only works if you understand your customer journey. Knowing what makes your buyers tick can give you valuable insight into what to offer when.
Consider the stage your buyer is at. Offering a discount right away might cost you more when a quality piece of content, like a blog or social post, would do the job instead. Further along the funnel is the best time to bring in product demos and discounts to seal the deal.
You know your customers and industry best. Investing some time in understanding the buyer’s journey and the best ways to engage them at different stages will pay off.
Adding a personal touch
74% of marketers say targeted personalization increases customer engagement, and they see an average increase of 20% in sales when using personalized experiences.’- Campaign Monitor research
Customers appreciate companies that go the extra mile to make them feel valued. Sending out a mailshot addressed to them is a simple tweak to increase the open rate of your emails.
Your customer research will also be a big help. Sending them relevant content enhances their experience of your brand and establishes you as an expert in their minds. Give them the answers and insight they didn’t even realise they were looking for.
Wrapping up
Creating content for sales can be a minefield without the right insights. Your assets should inspire your customers with purchase intent to take the plunge. These tips should give you confidence in your strategy and make sure your marketing assets are being used to their fullest potential.
Want to take it a step further? Our latest white paper has everything you need to create a show-stopping lead-nurturing strategy.
