Web users today have grown accustomed to websites built around constant fluidity. Since the blog revolution of the early 2000s and now the rise of Facebook and Twitter, almost every website the average person will access on any given day has some element of fluidity to it. We're so used to visiting websites with blog modules and changing content that when we don't see recent dates on a page or newly updated content, most of us click off. If you run a blog or a tech company, chances are this issue won't affect you. However, for the many people out there who own businesses with websites that do not have changing content, I believe dynamic content is absolutely necessary now. I would also take it one step further. Instead of just having anonymous news updates in some small left-hand column, I believe almost every company can benefit from blogs and case studies.
1. Publishing content gives users a sense of connection.
When you have a "staff" or "team" page you are taking a positive step inviting your potential customers into a working relationship with you. Placing names to faces, tidbits about personal bios, and allowing your customers to see the people behind the "machine" so to speak helps give your business a feeling of legitimacy and authenticity. By taking time to have a blog roll, even if it doesn't have comment functionality or loads of social media integration, you can connect better with your target audience. Customers will take pleasure in seeing that the CEO of a company is finding the time to write a personal post about something he or she feels is important to them and the business. Allowing other executives and staff members to write posts is a great way to show the insights and involvement of your team. This will also take the weight – of having to be creative enough to come up with new material – off of your shoulders!
2. Case studies give you an opportunity to showcase your understanding of customer needs.
Case studies offer you an opportunity to display the versatility of your product(s) and service(s). If for example, you own a marketing firm, you will undoubtedly want to feature success stories with clients where your company has brought them heightened success. Likewise, case studies that show more than just testimonials from clients, are the most successful. Being able to explain how a particular program was implemented at the client's business or in their life, while adding personalizing touches, will help potential customers to relate the clients in the case studies, consequently increasing your chances of making an online conversion. Professional speakers, web design companies, and digital technologies companies are a few examples of businesses that do this well.
3. Quality Content = Quality Product
Many companies find that giving away helpful guides or eBooks enable them to add potential clients to their mailing list. If you plan on doing this, there is a good, non-spammy way to do so. I would recommend that you use Awebber. I would also recommend staying clear from "newsletters" and instead focusing on giving away quality resources. For example, if you are a SEO company you could give away a 10 point checklist with a digital guide to troubleshooting some of the major SEO problems. People are often looking for a sample of what you intend to provide. So whether it's a video, "e-resource" of some sort, or other digital download, you can often entice people into offering up their email address in exchange for these items. In turn, you can then use these email lists for targeted selling later on.
Remember quality, not quantity, is important when it comes to company content! Conversions will happen when you establish a relatable and servicing attitude for your customers, not a pushy sales approach.
Michael Costigan speaks to teens and adults about effective communication so that they may make better informed decisions together. Read more about Michael here.