Learn To Communicate With Your Audience Without Pressuring Them To Buy, Buy, Buy

Learn to communicate with your audience Guest post by Caeden M MacGregor from Prestige Marketing.

I am often asked what it is that I do a lot when I say that I am a content marketer—by family, friends, and by clients. The short answer to that question is this: content marketing gives businesses a way to communicate with potential clients and existing customers without giving them a sales pitch. So with content marketing the goal is to write an informative article that benefits your potential customers—for example, answers questions from a professional viewpoint or guides them through a complicated process. The article is not a sales pitch, nor is it filled with marketing speak. Instead, it engages your readers because it’s relevant and valuable to your target audience.

Now the content in content marketing isn’t limited to words. No, it can be multimedia—such as videos, podcasts, or slide shares, but it can also be in the form of articles or blog posts. The goal here is to help your target customer base solve a problem, and you know that as a business owner you have some expert knowledge that you could share.

So now that you know what content marketing is, you might be asking yourself, “Why would I volunteer expert knowledge to an online audience who I don’t even know are going to buy from me?” Let me tell you why…

1. Increase web traffic

The idea is by offering up a solution to a common problem (i.e., say you are a business accountant who can help guide folks through filing their taxes) you will increase traffic back to your site. The goal is to offer useful, relevant information in an honest manner. You’re not using a selling pitch in your efforts. The payback is that your readership will first; trust you, then, reward you, if they do seek out services in the future. Plus, content has a few other hidden benefits; such as the inclusion of rich keywords will ensure that a relevant readership finds you in a basic internet search.

2. Create a sales generation list

You can also use content marketing to grow a valuable list of potential customers (i.e., for a newsletter or direct mail campaign). The idea is that you build a list that allows you to communicate with your target audience directly—an audience that you wouldn’t otherwise have access to. Let’s face it; you know that pressuring your audience with sales messages just doesn’t work anymore. So it makes sense that if you offered up useful information to help solve a common problem (i.e., in the form of a white papers, informational video, e-books, or research from another expert source) that they would then be willing to buy from you, and even download and share your materials with other people they know.

3. Reduces the sales cycle

If you’re offering your relevant, valuable content to subscribers (i.e., through an e-newsletter) you are also earning something else very valuable—their trust. The more relevant advice and content you provide; the less hesitant they will be to work with you or buy from you.

4. Establishes an expert presence

The great thing about offering up information that others find useful is that it doesn’t take long to be the go to person—or the expert. Providing your target audience with helpful advice or tips for problem solving common problems (don’t give away everything now) will establish you and your business as a helpful resource, and over time, your business will be considered to have all the answers to their problems.

Guestpost by Caeden M MacGregor, staff writer for Prestige Marketing, a Vancouver SEO company specializing in organic and paid search marketing. Caeden has written for numerous blogs on a variety of topics ranging from guest blogging to landing page optimization.

Photo credit: Valerie Everett

  • I like how you mentioned that providing your target audience with helpful advice or tips for a problem solving common problem is key. I totally agree. In order to connect with you and your brand, your audience has to be able to trust you – and in order to build trust, you have to interact with their comments and concerns.

  • Agreed Alex, and building that trust usually takes some time.

    Thanks for your comment!

  • I really like your post and your idea of “relevant” or even authentic communication. I have found that it’s easy to spot the sales pitch via blogs and social media but I like that I can also pick out people with the intention of connecting and sharing by the quality of information they share!  It’s just like IRL networking you never know what opportunity might happen but it only works if you show up as yourself and give relevant information.  Thanks for sharing!

  • I was just checking my trackbacks, and I almost fainted when I saw that I was being linked to from Social Mouths. Thanks for the link. I  had to do a double take. one thing that I do is tell people that I am a web puublisher. My job is to publish and promote my content on the web, wherever it is located. Some of that content is free, and some of it I get paid for, but I am always publishing something new online every day, and working to promote that content that I publish.

  • Hey James,

    It’s a great post and we’re happy to link to it. I agree with your points, specially the last one, being a publisher of content also means promoting that content, as I always say, content is not king if nobody can see it.

    Good to have you here. Thanks for your comment.

  • Hey Matt, thanks for the comment. I can’t take credit for the post but I do agree with the points made and I can actually relate to it as I’m sometimes criticized for not being more agressive in asking for the sale. But I think, like you said, that’s the beauty of content marketing, it does a great job putting your level of expertise in front of your prospect and if you do show up as yourself, they get to know the person behind it too. And we all know people like doing business with people.

    Great stuff man, thanks for stopping by.

  • brian montavon

    Thanks for the post. I absolutely agree that relevance and rich content are key components of any new marketing strategy. Rather than force-feeding unwanted sales pitches and numerous mentions of your own product or brand, content marketing seems a positive method of engaging readers in an interest-based dialogue. Good stuff.

  • I totally agree that giving helpful advice and tips to your audience for solving common problems is the key. It builds a better connection and trust. Also it makes you look like an authoritative figure in a way. Which will always help drive sales. 

  • I think everyone likes to buy something from an expert, on whom they trust. An that’s the ultimate way to increase your lead and sales, you should first concentrate to build your trust among your audience and then focus on sales.

  • Caeden, cool name. What is that? Where is your family from? That name rocks. 
    Anyway, I’m with you on this, of course. I think content marketing is bigger than people think. You said it, consumers aren’t responding to pushiness. They hate the crap out of it!! I know I do. Grrrrrr at salespeople.

    The possibilities for creative content are endless. That’s what I’m psyched about! 

  • it can also be in the form of articles or blog posts.

  • The more relevant advice and content you provide; the less hesitant they will be to work with you or buy from you.

  • “web presence” into a profit powerhouse using techniques on social
    media, content and email marketing to generate traffic and convert to
    leads and sales.

  • Deborah

    My question is, what happens when writing doesn’t come naturally and you spend a disproportionate amount of time keep up the blog & not the business you set out to create? Please I need some advice here as this is my problem. I am definitely not a words smith but would love to share with my audience for free what we do.

  • Guestpost by Caeden M MacGregor, staff writer for Prestige Marketing, a Vancouver SEO company specializing in organic and paid search marketing.

  • I am often asked what it is that I do a lot when I say that I am a
    content marketer—by family, friends, and by clients. The short answer to
    that question is this: content marketing gives businesses a way to
    communicate with potential clients and existing customers without giving
    them a sales pitch.

  • the less hesitant they will be to work with you or buy from you.

  • Plus, content has a few other hidden benefits; such as the inclusion of
    rich keywords will ensure that a relevant readership finds you in a
    basic internet search.

  • when I say that I am a content marketer—by family, friends, and by
    clients. The short answer to that question is this: content marketing
    gives businesses a way to communicate with potential clients and
    existing customers without giving them a sales pitch. 

  • Caeden has written for numerous blogs on a variety of topics ranging from guest blogging to landing page optimization.

  • The goal here is to help your target customer base solve a problem, and
    you know that as a business owner you have some expert knowledge that
    you could share.

  • The goal here is to help your target customer base solve a problem, and
    you know that as a business owner you have some expert knowledge that
    you could share.

  • Now the content in content marketing isn’t limited to words.