Blog
Content Marketing – How To Generate Sales
- July 25, 2023
- Posted by: David Tainsh
- Category: Digital Marketing
How do you create a content marketing strategy that will convert a lead into a buy?Â
Let’s first look at how the buyer’s mindset changes during the sale process.
People go through a mindset change while buying a product that you need to align your content with to satisfy the lead that you can supply the products and get them to purchase. if you look at ‘figure 1’ down the right-hand side you can see the ‘audience intent’. So let’s break down each section.
Informational/Commercial Intent
Informational intent (Sometimes called commercial intent) during the buying process refers to a consumer’s purpose of seeking relevant and valuable information about a product or service before making a purchase decision. This intent is driven by the need to understand product features, benefits, reviews, comparisons, and other relevant details that aid in evaluating options and making an informed choice. Whether through online research, customer reviews, expert opinions, or direct interactions with sales representatives, individuals with informational intent are focused on gathering insights that align with their needs and preferences. Addressing informational intent effectively requires businesses to provide transparent, accurate, and easily accessible information to empower consumers to make confident purchasing decisions.Â
Transactional Intent
Transactional intent during the buying process refers to a consumer’s specific goal of completing a purchase swiftly and efficiently. It centres on the act of making a transaction rather than extensive research or comparison. Consumers with transactional intent have already gathered the necessary information, evaluated options, and now seek a seamless and convenient process to acquire the desired product or service. This intent often arises from a clear understanding of needs and preferences, prior research, and the desire for a hassle-free buying experience. Businesses catering to transactional intent must streamline their purchasing channels, offer user-friendly interfaces, secure payment options, and prompt customer support to facilitate a smooth and expedited transaction process.
So what you have to do is align your content with each phase.
10 Examples of Informational Content are:
- Product Guides: Detailed guides that explain the features, benefits, and uses of your products, helping potential customers understand how they can meet their needs.
- Comparison Articles: Comparative analysis of your products against competitors’, highlighting key differentiators and helping customers make informed decisions.
- Buyer’s FAQs: Address common questions potential buyers might have about your products, offering clarity and building trust.
- How-To Tutorials: Step-by-step tutorials demonstrating how to use your products effectively, showcasing their value and functionality.
- Expert Interviews: Conduct interviews with industry experts or influencers who can share insights about the benefits and applications of your products.
- Case Studies: Showcase real-life examples of how your products have solved problems or added value for existing customers.
- Infographics: Visual representations of key product features, benefits, or comparison data for quick and easy understanding.
- Whitepapers: In-depth reports exploring industry trends, challenges, and solutions, positioning your company as a thought leader.
- Webinars: Live or recorded online seminars that provide deep insights into product usage, industry best practices, or solving common pain points.
- User Reviews and Testimonials: Share authentic feedback from satisfied customers to build trust and credibility around your products.
10 Examples of Transactional Content are:
- The ‘offer’. This is where all marketing should start. This is where you craft an irresistible offer which your audience wants more than your competitors.
- Limited-Time Offers: Promote special discounts or time-sensitive deals that encourage customers to make a purchase sooner rather than later.
- Free Trials: Offer a limited free trial period for your software or service, allowing customers to experience its benefits before committing to a purchase.
- Promo Codes: Provide unique discount codes in your content that customers can apply during the checkout process for exclusive savings.
- One-Click Purchase Links: Include direct links in your content that take customers to a pre-filled shopping cart, minimizing the steps needed to complete the purchase.
- Upsell/Cross-Sell Offers: Suggest complementary products or upgrades during the buying process, increasing the value of each transaction.
- Abandoned Cart Reminders: Send follow-up emails to customers who added items to their cart but didn’t complete the purchase, offering an incentive to finalize the transaction.
- Instant Purchase Buttons: Integrate “Buy Now” buttons within your content that lead directly to the checkout page, catering to customers ready to buy on the spot.
- Mobile-Friendly Checkout: Highlight a smooth mobile purchasing experience, appealing to customers who prefer to shop using their smartphones.
- Personalized Recommendations: Provide tailored product recommendations based on customer browsing history or past purchases, guiding them toward relevant options
So what you need to do is start analysing why people are buying your product, their objections to buying your product and why they purchased your product over your competitors and start building content in the two sections above to start generating sales!
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