The phrase, “you have to give something to get something back” is especially true when it comes to business dealings. One of the most effective ways to acquire new clients is by providing them with value before they even become clients.
Valuable content can come in many forms, from email to social media content. In this article, we will take a look at the importance of providing value to your audience, as well as how to provide your prospects with valuable content that converts.
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The Importance of Providing Valuable Content
Creating value for your audience is important for building your brand’s reputation, for increasing conversions, and for long-term success. Providing consistently valuable content can increase your prospects’ confidence and trust in your business’s offerings and show them that you prioritize their needs.
Taking the time to learn how you can provide valuable content to your leads and prospects can also be an opportunity to show them why they should convert into clients. You can showcase your business’s expertise, knowledge, experience, and the reason your business is the solution to their problems.
In a study conducted by Aberdeen, companies that focused on their content marketing strategies reported a 5x increase in website conversion rates. According to the same study, 92% of businesses say that producing high-quality content is extremely valuable for success in all aspects of business. These statistics are evidence of how important providing content to your audience is for converting your leads into customers.
How Do You Make Valuable Content?
‘Content that converts’ refers to the type of content that effectively persuades and influences your target audience to take a desired action. In the context of marketing and sales, this action typically involves converting prospects or leads into paying clients or customers.
Content that converts is created with the specific intention of achieving the desired outcomes; in this context, to convert prospects into customers. Rather than simply providing information or entertainment, it guides the audience through a customer journey that ultimately leads to conversion.
Key characteristics of content that converts include:
✅ A CTA (call-to-action)
✅ KPIs to analyze effectiveness
How to Create a Content That Converts?
Identify Their Pain Points
As bestselling author and marketing expert, Neil Patel said, “A well-defined problem is half-solved.”
Conduct market research and find out exactly what your target market’s pain points are. Identify any problems that they have, and create content that proves how your business can solve them. This can include case studies, success stories of your work with clients who are similar to them, or any other demonstration of your skills. By leveraging this approach, you’ll enhance your understanding of your clients and establish buyer personas.
Demonstrate Your Approach
Show your prospects how you approach your work. Explain how you conduct research, gather insights, and develop personalized strategies for each of your clients. If you want to attract clients, you need to demonstrate that you have a proven methodology and process to help them achieve their goals.
Provide Industry Trends & Insights
Position yourself as a trusted advisor by sharing insider information, industry trends, and important insights into your industry. Explain how each of these pieces of information can affect them and their business, and give your opinion where necessary.
Explain Your Unique Your Unique Selling Proposition
Show your prospects what value your business can provide that others cannot. What sets your business apart from your competition, and how can that benefit your clients?
Praise Their Competitors
This may sound counterintuitive, but outline what their competition is doing right that your prospects may not be doing. For example, if you are looking to provide web design services to fashion brands, share how their competition has optimized their website to be completely mobile-friendly. Explain why this is important and how you can help them to achieve it.
Share Testimonials from Happy Clients
Don’t only tell your audience how you can help them; show them proof. Use testimonials from past clients that were satisfied with your work and share them with your prospects so that they can see first-hand how your business has helped others.
Share Your Pricing Packages
Providing clear information about your pricing structure and the services included in each package can help build trust and transparency between you and your prospects. Be clear about what potential clients can expect to receive and how much they will need to invest.
Write From Their Perspective
Put yourself in your prospects’ shoes. What kind of content would make you decide to hire a business? Think of how to best provide value to your prospective clients, and what content you would like to see if the roles were reversed.
Providing valuable content to your prospects effectively builds trust, establishes yourself as an industry expert, and increases conversion rates. By following the steps outlined in this article, you can create content that speaks directly to your prospects’ needs and convinces them to choose your business.
Remember to write from their perspective, and always keep your audience’s best interests in mind. By doing so, you can build a strong relationship with your prospects and prove to them that your business is the solution to their problems.