Discover how to understand your customers better too.

Shane Barker
Photo by Erik Mclean on Unsplash

You can also listen to the podcast on iTunes.

The content that you create has a profound impact on your marketing and sales. If you provide helpful content to your audience, you can get a lot more customers. However, if you fail to do so, you may not be able to reach your maximum potential, even if your product is awesome.

To help you figure out the best content to effectively communicate with your customers, I have with me, Marcus Sheridan.

He explains that the content you create should improve the transparency of your business. This approach helped him generate $7 million in revenue for his fiberglass pool business from a single post. Buyers seek their, “Big 5 — Cost, Comparison, Reviews, Positive, Negative.”

As a business owner, your goal should be to provide this information to your audience so that they can make an informed decision before purchasing from you. However, this is the exact information that businesses try to hide from their audiences. This makes the decision-making process tougher for consumers.

Additionally, businesses often have a, “Who are we fit for?” page, but they seldom have a page that’s got information on, “Who are we not fit for?”

This information is essential to help your audience make a decision. By sharing this info in your content, you can ensure that your product or service is genuinely the right fit for those who purchase from you. Those who aren’t fit for your business may not like your offerings. You shouldn’t try to sell to those who don’t need your products or services.

Here is the content that he recommends every business must use to communicate with their customers effectively:

Businesses typically resort to hiding their pricing from their potential customers till the last moment. Customers also find it difficult to find information that they can use to compare a business with its competitors. Some businesses also try hard to hide negative reviews from their audience.

According to Marcus Sheridan, all of these practices are completely wrong.

The information that you’re trying to hide from your customers is the exact information that they seek. In Marcus’ words, the buyers seek their, “Big 5 — Cost, Comparison, Reviews, Positive, Negative.” As the business owner, your goal should be to provide this information to your audience so that they can make an informed decision before purchasing from you.

Marcus argues that you should try to be as transparent as possible with your customers. While businesses often have some sort of, “Who is this for?” or “Use Cases” page, they seldom have a page that’s got information on “Who are we not fit for?”

This information, according to Marcus, is crucial for customers to make a decision. You should concentrate on getting only those customers who are a good fit for your business. Those who aren’t a good fit for your business may not like your offerings. That’s why it’s critical to share this information with consumers.

Brands must understand what consumers are looking for before making a purchase. You must do everything you can to share this information with them to help them make a more informed decision.

It’s essential for you to also let them know if your product or service is right for them. In a nutshell, the content that you create should improve the transparency of your business.

To understand how you can create content that improves the transparency of your business, check out this podcast interview with Marcus Sheridan.

I’ve also used content marketing to my advantage in the past. By producing high-quality content regularly, I managed to increase my traffic manifold through the years. Have a look at how I achieved it so that you can replicate it for your website.

Source: Youtube

[1:00] Marcus Talks About His Businesses

[6:58] Marcus Discusses His Experiences With Brands

[11:38] The Section That Every Website Doesn’t Have

[18:18] Marcus Talks About His Marketing Strategy

[23:11] How to Implement the Strategy

[34:28] Marcus Explains How He Understands Customers

[38:25] Marcus on the Art of Communication

[47:18] Books to Understand it Better



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