How many hours a week do you spend responding to contact forms from potential customers that go nowhere? Not because your product is bad but because you’re attracting the wrong customer?
Steve Larrivee is the VP of sales and marketing at Cactus Technologies. As the leader of the sales and marketing division, he’s had the difficult task of marketing their product to a very niche market. But he’s done it well.
It started when Cactus realized they had a broken contact form on their website. They had no idea, but just assumed their site didn’t bring in new leads. Once they updated the site, they saw an uptick in new inbound clients that they’d never thought they’d get.
They learned that they were lacking in their ability to communicate their value proposition to potential customers. The crack in their foundation was their messaging; they would have to be intentional about updating all of their marketing materials to send one, clear message.
Three Ways To Clarify Your Message
1. Establish your what and why.
As a company, they had to understand their value proposition first before they could sell it to someone else. They had to clearly establish exactly what they do and why people should choose their product over another.
Too many companies send out a broken and confused message because they themselves don’t understand what their value proposition is or why a company should choose them.
There needs to be a seamless message throughout any content you put out, your website being the most important. It’s helpful to think about your website as a brick and mortar store.
You have a bunch of point of sale displays around your products that tell a customer what the product does. And think about the contact us section on your site like the sales rep that would sit behind the cashier. It’s the employee that says, “let me know if you have any questions.”
2. Great content.
Cactus Technologies uses a heavy organic traffic marketing model. They write blogs, white papers, brochures, even an e-book to attract organic SEO traffic.
But it’s not enough to just put content out there. It has to be specific content that will get your ideal customer through the door. Your content has to be great and specific to what you’re doing in 500 different ways.
Start by creating an idea pool. Brainstorm all the different questions your ideal customer might ask and then write a blog post about each one. Steve would write 300-600 words for each blog post and wrote enough to post one every single week.
But this isn’t as hard as it seems on the surface. You don’t have to sit down every single week to write a new blog post. Steve took a really slow season in the company to sit down and write about 30 blog posts. This allowed him to queue them for 30 weeks straight.
Utilize the various experts on your team to help with these projects as well. Cactus Technology’s VP of engineering created white papers for their site. He had rich knowledge on the product that allowed him to come up with papers full of really good technical information that would draw organic search results.
Finally, make sure your content is rich in keywords that your potential customer is searching for. Link those keywords to specific places on your website to allow that potential customer to learn more about the product. And always include a call to action at the end, even as simple as contact us.
3. Message the right people.
The hard thing about organic search engine marketing is that you have to be really precise with your messaging to ensure you filter out bad traffic. It’s not just about getting people to click on the contact us button, it’s about getting the right people to click it.
Not only do you want the right customer to be clicking that form, you want to make sure the wrong customers are not clicking that form.
“I could get a bunch of consumer guys to contact me all day long, and it would waste their time and my time because I’m not the product that they want.”
They filter their message by writing a clear call to action that is specific to the kind of customers they’re targeting. Those that would actually benefit from their product. They lead them to find what they’re looking for, even if it’s not their company.
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