When writing content, it’s not always wise to focus on the customer. We’ve all heard it said that we are supposed to “sell the sizzle, not the steak.” Or, “focus on the benefits, not the features.” And, “The customer is always right.”
All sound advice that is pretty uniformly applicable for any business. Seeking to give the customer the content they want and meeting their needs will always help you produce better content for selling your products and services to your site visitors. But, not everyone is a customer.
In fact, if you check out your analytics, you’ll probably find that you have a conversion rate hovering somewhere below 10%. That means, somewhere around 90% of your site visitors are not customers. If your content focuses only on the customer, you have simply alienated the vast majority of your site audience.
Of course, the goal is to turn as many of those other 90% of visitors to customers. You do that by selling the sizzle, highlighting benefits, etc. But we also have to make room for content for those who may not be a customer today but could be a customer tomorrow, as well as those who may never be a customer but act as content and brand evangelists.
Enter Social Media
Social media is more about brand building than it is about selling. Building your brand helps sell your products and services but in a more indirect way. The more people become familiar with your brand, the more opportunity you have to reach a new customer.
I would guesstimate that, for most businesses, 99.9% of those who read blog posts and articles will never convert into customers. However, if you write something of value, a good number of those visitors will share it via their social networks.
Those social shares reach people that you can’t. That, in turn, leads to new readers. The more readers you get, the higher the probability you’ll be able to secure a new customer from any single piece of content.
When you write blog content, don’t write for the customer, write for the visitor who may read, enjoy and possible share it. Don’t try to sell your products or services, instead share your knowledge so potential customers will see you as the expert in your field.
I can’t count the number times new customers have come to us specifically because they’ve read my blog posts and articles. I got the sale by not selling. When writing content meant for customers, focus on the customer. But if you want to have a chance of connecting with more of your visitors, write content for non-customers too. You just might be surprised how many customers you can get out of that.