Before anyone or any business develops an inbound marketing strategy to improve lead generation with their website, it is important to first take a step back and think about one psychological truth that drastically impacts inbound marketing results and sales results.
If a business truly wants to increase their sales, they must first understand this 1 psychological truth:
People really do not care about you, your business, your product and/or service.
What people care about is solving their problems or being entertained.
Now, I am not saying that everyone is heartless and could care less about you or your business. However, I am saying that when it comes to business and if someone will do business with you, it all comes down to how can you, your product or service solve their problem?
Many of you are reading this and thinking “Of course, I know that.” Excellent! Knowing and understanding this psychological truth is the first step. The next step is now that we know this truth, how do we apply it in our inbound marketing and sales strategies to improve results?
Specifically, let’s think about how your website takes advantage of this truth to improve inbound marketing results.
What do your potential clients/customers see when they first visit your website? Let’s say the first page they view is your website’s homepage. What would they see? They will probably see one of these two different types of website homepages:
- One that only talks about your business, what your business does and how great your business is.
- One that immediately speaks to a problem they face, directs them to where they can learn more about dealing with that problem and highlights what your business does and its credentials.
It is pretty easy to discern which of the two different types of a website homepage is more effective at immediately gaining a visitor’s interest…the one that immediately speaks to their problems…the second type of a homepage.
Unfortunately, many businesses’ websites are still being operated like an online brochure. They talk about their business, their credentials and may even have pictures of themselves or their employees on the homepage. Now, if people are more interested in solving their problems or being entertained than being interested in your product, service, or company, why focus on your business and what it offers on the homepage? On the homepage, they are making a quick decision about whether or not they’ll stay on your website to learn more or go to the next website in their search engine results. Now, many times, a visitor will first arrive at your website on another page other than your homepage (such as a blog, landing page, or other internal page) but we’ll just focus on the homepage for this article.
Many people in sales make the mistake of thinking they have such a great product or service that all they have to do is talk about it, capture attention and people will buy. They don’t bother to ask questions about their prospects problems. They just assume that the prospects will easily be able to see how phenomenal their product or service is and will understand how it will benefit them if the features are explained. They are proud of how well they can talk and explain.
The more successful sales people take time to ask questions to first determine if there is even a problem that their product or service could possibly solve. They are more interested in listening and truly understanding their prospect. If they identify a problem, they ask questions about the problem to determine how big of a problem it is and if it is is a pain…one that is big enough that a solution is wanted. Once the questions are asked and a problem is identified, then they will connect how their product or service may be able to solve the problem. Then, the benefit/value of the solution to the problem makes the sale…way more than the features of the product or service.
In my opinion, a successful inbound marketing website and inbound marketing strategy follows almost the same plan as a successful sales person and must operate from the same understanding.
By publishing regular valuable content (valuable to your market) on your website and throughout the internet (through guest blogging, social media, etc.), you will position yourself and your business as an expert at addressing your clients’ problems. It is absolutely vital that when a visitor first arrives at your website, they immediately see content that speaks to their problems. If they do not see something that applies to solving their problem(s), they will leave your website quickly and move on to your competitor’s website. So, make sure that your valuable content is easy to find.
As your prospective client/customer’s perceived value in what you offer (product and/or service) increases, your company will increase sales.
One of the most effective techniques to improve the perceived value of your product and/or service is to provide valuable content on your website for your prospective clients/customers to access. You may not currently be providing valuable content on your website but I would suggest that you are probably already experiencing the benefit of offering valuable content to your prospective clients/customers.
In Move the Valuable Content from Your Mind to Your Website, we discuss how to take the valuable content you and your employees are already using in day to day interactions and utilize it on your website for positive inbound marketing, brand building and lead generation results.
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