When it comes to content marketing, few things are more important than communicating the need your company fulfills.
That’s why in the second chapter of our free e-book, “Ratchet Up Your Content Marketing,” we’ve outlined how to identify this need.
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Small Teaser from Chapter 2 – Identify the Need Your Product or Service Meets
Unless you are a supermodel, your customers aren’t just going to give you money for looking pretty. They are only going to open their pocketbooks for a product or service that meets their needs.
What need does your business meet? What problem does your product or service solve?
Use these examples to generate ideas:
Business Security Company
The Need: Keep employees and assets safe
The Solution: Highly trained, pro-active security guards
Bakery
The Need: Celebrate a milestone
The Solution: Elaborate, tasty treats
Symphony
The Need: Cultural fulfillment
The Solution: Engaging performances of classical music
Web Design Company
The Need: Increase on-line sales and customer conversion
The Solution: Responsive web design optimized through user-testing content and functionality, and tracking goal completions and engagement.
Auto Detail Shop
The Need: A car that looks brand new
The Solution: Careful cleaning, buffing, and paint repair
3 Tips To Identifying Your Need and Solution
Poll Your Existing Customer Base
They are your best resource. Begin by leveraging your website and online presence to get insight from your customers. A variety of services, such as http://Qualaroo.com or http://HotJar.com, offer a simple way to conduct surveys and polls.
Take Advantage of Social Media
Engage your existing followers. Ask them specific questions about what challenges they are facing and how they use your product or service.
Look at Your Google Analytics
Do your customers visit your blog? Do they stay there long enough to read? Where are they coming from? What sites are they coming from?
All of these will help you narrow your focus to find the need your business fulfills. But remember, you do not want to put every product and service in each pitch. It muddles the message for customers. Meet your customers’ immediate need. Then, over time you can upsell the benefits of your other products and services.
Trade Secret
One of the best ways to improve your Search Engine Optimization (SEO) is to focus on keyword search phrases that have lower competition vs. higher search volume. This means picking your battles and purposefully choosing to meet your customers where their needs are.
You’ll be surprised how often your customers are using a term your competitors are not. Incorporating this term gives you a significant advantage.
Learn more. Download or e-book here.
