One of the key things we do here at Exo Creative is to help our clients create content that helps increase website traffic and drive new customer acquisition.
Creating specific content for our client’s potential customers as a way of building brand awareness and attracting those customers is called inbound marketing or content marketing.
What is Inbound Marketing?
Inbound marketing is content created specifically appeal to your core customer. Content marketing helps attract qualified prospects to your business, nurturing them or “soft selling” them by offering helpful and valuable information as they go through the information gathering process before they decide to purchase your product or service. In the end, it’s about relationship building and trust development.
The more informative, helpful and authoritative your business is for a potential customer/client, the more likely they are to choose your company when it comes time to make a purchase.
Most Sales Don’t Come From Snap Decisions
Remember: most products and services have a “sales cycle.” For example, you may spend months determining which new family van to purchase. You may take a few days or weeks deciding which law firm to choose for help with a car accident or which periodontist to visit for dental implants.
However, if your air conditioning goes out in July, the sales cycle is shorter. Maybe its only 20-30 minutes as you review a couple of air conditioning companies online, read reviews or ask your friends for references.
The sales cycle is affected by:
- Your need (whether immediate or less so)
- Cost of the product or service
- Brand awareness
- Reviews from other users, friends or family
- Your relationship with the business
Think about some of the last few purchases you made for your home or for your business. How much did relationship, brand awareness and trust play in those purchase? Probably a lot when you stop to think about it.
What Kind of Content do We Create for Our Clients?
- Website pages and landing pages (all the words, pictures and calls-to-action used on the client’s website)
- Blog posts
- Email marketing efforts
- Testimonials and reviews
- Marketing materials and graphic design
- Social media and public relations efforts