Captivating your customers and prospects with storytelling matters more than you may think. Here’s why: Sometimes customers want to be informed by numbers and statistics. Other times they want to be impressed by captivation images.
But the one thing you can count on every customer hoping to receive from your brand is engagement. Customers crave engagement. And enjoy it in various forms – infographics, articles, testimonials, videos, etc. Viewing a website that provides helpful and engaging content is like finding a prize at the bottom of a cereal box – you get informed and a free treat.
Autumn has, in the past, helped clients create a prospect-centric marketing tool (known as a Statement of Qualifications) that uses tailored, prospect-centric language for qualifying prospects and engaging customers through marketing. This requires messaging focused on highlighting how your company positively impacts municipalities throughout your State or region.
It would be easy to write these marketing messages in a Word Document or send them out to clients as an email; however, the engagement piece that we mentioned earlier – the prize in the cereal box – all that would be missed.
Instead, here’s was we do to keep customers engaged and build trust with prospects:
Prospect-Focused Messaging. The key to successful marketing messaging is understanding who your audience is. Is it one group or many groups? Are there specific topics or features that especially interest your audience? Nail down these answers and write the content accordingly.
Consistent Voice, Tone, and Length. Instead of tackling a laundry list of things you’d like to say about your company, choose 3-5 unique values. Focus on writing about each value in the same voice/tone and keep the length approximately the same.
Complimentary Photography. When choosing photography, think about what visually will compliment your content, illustrations, and case studies. Decide early on if on-site or stock photos will make more sense – there are benefits and disadvantages for each. Also make sure you include a caption with a photo if it helps clarify your message.
Engaging Headlines. Short. Interesting, and to-the-point. That is the best combination for writing a captivating headline that draws in your readers. Clarifying messages is key to customer engagement.
Subtle Calls to Action. Throughout the document, ensure that you’re not using ‘hard sell’ language. This really turns people off, since most people hate being sold too aggressively. Instead, at the end of each section, suggest an action the reader can take (i.e. contacting you, visiting your website, sharing the tool with a friend through social media, etc.) and empower them to make this choice.
Want to learn more about growing your business through web marketing? Contact us and ask about our tools and services. We serve clients from Milwaukee to Chicago and across the Midwest though social media marketing, search engine marketing, email marketing, branding opportunities, and tailored content writing. We look forward to working with you!
