Captivating your customers and prospects with storytelling matters more than you think. Here’s why. Sometimes customers want to be informed by numbers and statistics. Other times they want to be impressed by captivating 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 the cereal box – you get informed and a free treat.
To help bolster a campaign for engagement, we worked together with the Marketing team at Ruekert/Mielke – one of Wisconsin’s oldest Municipal Engineering firms – to pioneer a captivating, sales-prospecting tool. Together, we’ve created a prospect-centric marketing tool (known as a Statement of Qualifications) that uses tailored, prospect-centric language for qualifying prospects through marketing and engaging customers through marketing. For Ruekert/Mielke, this means the messaging focuses on how the firm positively impacts municipalities throughout Wisconsin.
They could have easily written these marketing messages in a Word Document or sent them out as an email to their clients; however, the engagement piece that we mentioned earlier – the prize in the cereal box – all that would have been missed.
Instead, here’s what we did to keep customers engaged and build trust with prospects:
1. 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.
2. Consistent Voice, Tone & 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 unique value in the same voice/tone and keep the length approximately the same.
3. 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.
4. 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.
5. 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 to 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 web marketing? Contact us and ask about our tools and services. We serve clients from Milwaukee to Chicago and across the Midwest through social media marketing, search engine marketing, email marketing, and tailored content writing. We look forward to working with you!