Every business needs customers to survive, and while customer retention is important, businesses also have to attract new consumers to be able to grow. That’s why lead generation and customer acquisition should be an important focus of companies.
Generally, the sales department of a company engages with potential consumers, sends out emails, or makes phone calls, which are all effective approaches.
However, they are not the most efficient ways to use the time employees have for customer acquisition efforts.
That’s why companies should be incorporating content marketing strategies into their overall marketing campaigns, which help ensure great returns on investment.
Through content marketing companies are creating and distributing content online to spread awareness about their businesses and products, in order to create interest with their target audiences.
Sales vs Content Marketing
A company’s sales team interacts with potential customers at different points throughout their buying journey. Companies do this so that whenever a potential consumer is ready to make a purchase, the first thing that they think about are the businesses that are frequently in touch with them.
Through content marketing, companies can achieve this same effect in a more efficient manner.
When companies create content for their audience in the form of videos, social media posts, and blogs, they’re able to position themselves as industry experts.
And that means the companies that utilize content marketing become the go-to brands that people think about whenever they face a given problem.
Aside from that, content marketing has another important benefit for companies. Whenever a customer has any sort of issue, the first thing they tend to do is look up a solution for that problem on Google.
The customer might not even be able to explain their issue properly, but Google works well enough to understand them anyway, and give them the answers they need.
Through content marketing efforts, companies become the answer that the consumers are looking for when they look for solutions on search engines.
There are important metrics that companies should keep track of to achieve content marketing success. One of those metrics is the traffic sources, which means companies should learn how audiences have found their way to their content.
This way, companies can learn more about what the potential consumers were doing and looking for to find the content in the first place, which also helps in creating more engaging content in the future.
The click-through rate (CTR) is another important content marketing metric that helps companies learn how consumers are inspired to take action by the content they see from businesses.
Backlinks and shares are important metrics that truly show whether pieces of content from companies are useful or interesting enough to be shareable.
Not only that, but the more content that readers share with others, the more search engines will see that piece of content as the best solution to an issue, and therefore, the more they will show it in their results.