5 Reasons Your B2C Content Marketing Is Killing Your Sales
For many online businesses in the B2C environment it can be tricky to target the correct content at the correct time to the correct consumers. Throw into the mix that the attention span of your average consumer tends to be short, it goes without saying that your B2C content marketing must be well directed and to the point.
We lay out 5 reasons why your content marketing strategy is losing you sales (and what you can do about it).
Not using data and trends to guide strategy
According to the Content Marketing Institute only 27% of online businesses have a documented content marketing strategy. That’s a lot of companies producing content for consumers with no concrete aims or objectives.
So where do you begin?
- Check your website analytics such as Google Analytics.
When logged in go to the Audience → Demographics tab and also the Audience → Interests tab. This will provide a broad understanding of the types of people who visit your website.
- Scour the web for questions your consumer base are asking.
- Browse content aggregation sites.
Grab tons of content ideas on sites such as Buzzsumo and iamondemand for articles that are heavily shared within your industry these can provide excellent offshoot topic ideas and potential resources for your own writing.
This should include data and measurable targets such as the title of article, date of publish, keywords targeted, amount of shares/likes, conversion rate and position in search engine for main keyword.
- Update the calendar for older posts on a weekly basis.
Keep track of what works. Tweak and test articles that fall short of expectations and be prepared to scrap B2C content that has fallen short of expectations. The last thing you want is bad user metrics across many pages as this could lead you into a Google penalty recovery mission.
Not engaging in video
According to KCPB a staggering 64% of all consumer traffic in 2014 was due to video marketing. This is expected to increase to over two-thirds by 2017. Video marketing is here and it’s waiting for you to make great use of it.
You may feel creating videos is both out of your marketing budget and your time but creating a video needn’t be expensive or time consuming. There are many ways to do it without breaking the bank or your sanity. Take a look at our own very first video here:
Whether keeping it grass-roots and filming on your mobile phone and hosting on YouTube or creating a 6 second Twitter Vine the key aim is to engage your consumer audience with what they want.
A few B2C video marketing tips:
- Base your video marketing around a story. Tap into emotions such as fear, desire and nostalgia. Unlike B2B where data is king, in the consumer environment stories prevail.
- Keep it short and to the point. Around 20% of consumers currently click away from a video before 10 seconds is up.
- Do entertain. Your average consumer is not a business so boring them with a minute long sales spiel will probably turn them off.
- Tie your videos in with others are saying in you industry and what’s trending.
- Be ready to respond to comments and develop customer relationships.
You should take part in communities where your customers likes to hang out. There’s no point shouting from the Facebook rooftops if your target audience prefer Instagram.
Here are just a few findings from recent research that reveal which social media platforms provide the highest amount of B2C orders for particular industries:
Pinterest – Antiques and Collectables (74% of orders)
YouTube – Digital Products (47% of orders)
Reddit – Electronics & Appliances (31% of orders)
Twitter – Home & Office Furnishings (18% of orders)
If you sell visual products places such as Pinterest, Instagram and Google+ may be best. If you sell a service getting involved in Q&A sessions on Reddit and YouTube could really boost your thought leadership, build trust and develop customer relationships.
When you’ve written or produced content always share in social media more than once, with different titles and headings and even images to keep content fresh and share-worthy. Create a database of influential users you can directly send updates to. It only takes one share from one of these social powerhouses to shoot your B2C sales into the stratosphere.
Finally, don’t neglect the social conversations going on around you. There’s always somebody looking for help or wanting to be entertained, you have just have to find them.
Neglecting the intent of the reader
From the moment you apply keyword research for an article you should be thinking about the intent of the user who reads it. Think about your sales funnel and at what place in that funnel the reader will be at.
The 6 main steps in the sales funnel are:
A well balanced content strategy will cover all these bases. That said, there will be a lot more readers at the start of the funnel – Awareness – than there will be at the end of the funnel – Purchase.
Your B2C content marketing will be the starting point for the vast majority of those at the awareness stage and that’s why it’s so important to captivate and inform them with a variety of topics related to their wants and needs.
Here are just a few ideas depending on what stage you are at:
Article Guide, White paper, E-book, Checklist, Tip Sheet, How To Video, Educational Article
Product Description, Webinar, FAQs, Case Studies, Testimonials, Reviews
Discount Coupon, Product Demonstration, Video Consultations
Think of each piece of your content as a stepping stone that guides a user from Awareness all the way through to Purchase using your content as a path to the end goal.
Not having an end goal
Leading on from the sales funnel each and every piece of content should have an end goal. For those in the awareness stage it may be to boost brand awareness and lead them onto further information. At the Interest stage it may be to generate leads through newsletter subscriptions and for those at the Evaluation stage it may be increase sales through to checkout for the Purchase stage.
The aim should be to nurture your potential customers throughout each stage and use your content marketing strategies to leverage opportunities. Keep track of where users drop out of the sales funnel using website analytics and plug the leaks with B2C content you can adapt. You should be striving to develop consumer relationships at every step and ultimately drive customer conversions to your end goal.
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