Some clever advertisers have tried to work around this trend by blending their offerings into something nostalgic, funny, or heart-warming. The problem with this approach is that the foundation of the message is ultimately the same: “Buy this and you’ll feel… better, younger, smarter, etc.”
So what do you do in today’s environment to get your message out to the right people and with the right effect?
This may be one of those statements that once you read it seems real obvious, but you’d be surprised how often the focus isn’t placed here: Create hyper-relevant content with real value to the consumer, offer valid insight into their buying journey, and most importantly, don’t sell to them... yet.
Here’s what your content should accomplish:
1. Credibility – Providing users with quality, real “need-answering” content helps establish you as an expert in the field and keeps them coming back for more. Here, honesty really is the best policy. If your viewers feel your company offers true value then they are more likely to advocate for you and/or purchase your products and services.
2. Engagement – If your content pushes the right buttons with your potential consumers, then they are more apt to follow you or recommend you on social media and various review sites online. Remember, when developing content put yourself in the customer’s shoes. What are their pain points? How can they be alleviated?
3. Education – Another change that the growth of the internet and mobile communications brought with it was the advance/educated consumer. Today, before making a purchase decision (especially a large one) most customers want access to as much information as they can gather. This comes in many forms: reviews, word-of-mouth, social media posts, videos, etc. Regardless of what form it takes, make sure that your content is a good representation of the message you want to convey and also provides the viewer with enough educational information to satisfy their curiosity.
So should you eliminate Calls-to-Action from your business practice altogether?
No, the right CTAs can still be very effective when you use them at the right time, but you must have an idea of where the consumer is in their buying journey. Throwing out CTAs arbitrarily before the customer has even sufficiently educated themselves or is ready to buy is usually met with a tune-out or turn-off.
Here’s where CRM and Marketing Automation come into play -- by helping you to create, track, and respond to your organization's content, both systems combine to give you a clear view into where each interacting prospect is in your sales funnel. By knowing where your customers are at in their buying process, you can accurately nurture their needs at that particular time and that doesn’t always include a CTA.
So what should you focus on?
Aim your focus at creating helpful, insightful, appealing, and organized content. Spend time each week working on adding to your content library and effectively communicating with your customers and prospects; whether through blog posts, Q&As, social media interactions, reviews, whitepapers, or videos, make sure that the underlying goal is to be helpful to the consumer and not just to sell.