Face it — regardless of business size, both large and small marketers have a problem standing out in today’s competitive landscape. Digital products and services are largely similar in the eyes of your prospect, and trust is at rock bottom…no matter who you are.
Sure, you know the benefits that make your offer unique. But prospects rarely do. Odds are they’re not even phased when you have the opportunity to make your competitive advantage clear.
So what does make a difference?
Experience makes the market grow fonder – but not yours, the customer experience. In other words, how you go to market is more important than what you market.
I’m not saying go out pitching sub par offers….quite the opposite. Competition is fierce enough these days (to the point where top premium products come down to a coin toss). You need something more to influence the purchase decision. You need to enhance the overall customer experience.
Agile testing enables recency and relevance, with faster response. It builds authority, and is critical to winning over both your prospects and the SERPs that send them your way.
- It puts you out front by embracing how information-driven marketing experiences work
- Positions you as the expert advisor to customers on their journey of choice
- Which creates a natural affinity for your product
- With affinity comes clicks, and with more clicks Google sees relevance
- Agile testing and rapid optimization enable recency and relevance – the building blocks of Authority
Content is how the modern user comes to know, like, and trust you. In other words, it’s the new branding…just more agile and more effective. So in many cases, your approach is more important than the offer.
Because you’re educating first – NOT pitching #FTW, content has a highly persuasive effect when it comes to communicating benefits and overcoming objections. And with a little bit of testing and real-time conversion optimization, the agile marketing approach gives you the sincerity, passion and influence that comes with a thought leader.
Creating Engaging and Relevant User Experience
It’s often said that content marketing is about educating prospects enough to buy from you. In the content era, people want to learn before they convert. Decide from information versus being pitched. No one wants to hear about your product or service, at least not at first. They want to gain knowledge on everything connected to their problem or need.
This is why content strategy works. It gives the prospect what they want (rather than interrupting them with crap that only makes the user hate you more), and makes you the expert source for this specific piece of knowledge.
People want to do business with the leader in any field. It makes them confident about their choice (no one wants to be wrong). It’s no coincidence that Google uses authority to gauge which sites and pages rank ahead of others. It is a direct result of recency and relevance – both of which are key elements of agile marketing strategy.
Web psychology at its finest. Not based on manipulation, but on knowledge and value that’s worth paying for in itself. Rather than paying for more ad waste begging for brand awareness, create the content that’s worth its price, optimize with the feedback you get…and give it away for FREE.
Sound illogical? Maybe…but it works.