To convert your traffic into customers you need to use ‘content marketing‘ to nurture each visitor, build their trust and overcome their objections to sale.
Content marketing is ‘solving the same problems for your audience that your solution does – but using content’.
- A SaaS CRM platform might offer sales and marketing tips.
- An action camera brand could share photography tutorials and travel videos.
- A developer selling a meditation app might share health and wellness advice.
- An electric skateboard manufacturer could offer riding and maintenance tips.
When your audience start to trust your brand as an authority at solving their problems, they’ll seriously consider your solution.
However, content marketing for technology solutions is complicated:
- Multiple stakeholders are often included in the buying process:
- Technical implementation.
- Features can be complex.
- Problems and pain-points can be nuanced.
- Solutions and the market constantly evolve.
So, you should hire a writer who has strong experience selling technology solutions to a range of audiences.
Vanilla copywriters will use brash sales tactics and irritate your potential customers.
Technical copywriters are dry and boring
I’ve worked with major technology companies (and tiny startups) and closed deals on five continents. I work almost exclusively with tech-sector clients and understand the complexities of content marketing in this challenging, exciting sector.
But let’s focus on helping you.
You need fresh, regular content that engages customers at each stage of their buying journey and pushes them towards engaging with your business.
We offer powerful content for your technology business.
Your blog is the hub of your content marketing. Sharing and boosting articles on social media platforms brings visitors back to
Serving fresh, regular content builds your relevance.
Your website is the
A powerful landing page can seal the deal and convert your visitors into customers – but only if they’re ready.
A vanilla copywriter will
However, conversion is what defines content that turns traffic into sales.
It doesn’t matter what kind of content you’re considering, you MUST consider conversion.
- Your business might want organic traffic that appears via search engine results.
- Or, you could be looking for quick results from inorganic traffic – driven by adverts and boosted posts.
Either way, you need content that’s designed to convert.
SEO stands for ‘search engine optimisation’.
Search engines try to to find ‘relevant’ and ‘high-quality’ results when you run a search.
An SEO copywriter writes copy that’s designed to appeal to the ‘relevance’ and ‘quality factors’ that search engines are known to use, to help your content rank more highly in their results.
Unfortunately, writing content that’s optimised for search engines is not good enough.
‘Relevant’ content is worthless.
Anyone can generate keywords and stuff them into an article.
Content that’s merely ‘relevant’ causes more harm than good in today’s market.
- Search engines penalise junk content.
- Worse, your potential customers will judge your company negatively, for wasting their time with a weak reading experience.
‘High-quality’ content has SOME value.
If your audience enjoy reading your articles because they’re interesting, helpful and discuss the problems they’re experiencing, that’s nice.
Some will follow your blog and a few might even share your articles.
If you’re lucky, a few visitors might make the effort to explore your products and services, then decide to take a trial. Maybe.
But this is a passive experience. You’re like an estate agent, telling them to go and look around
You need copy that converts your visitors into customers.
Writing sales copy that converts your website visitors into customers requires special skills.
Salesmanship is essential.
A real-world sales agent meets potential customers at different stages in their buying journey and offers the information, reassurance and encouragement they need to move close to purchasing your product or service.
Your content has to do the same thing. So, your writer should understand sales psychology, buyer motivation, objection-handling and closing techniques.
That’s why most good sales copywriters have real-world sales skills – like me.
So is that all?
A real-world sales agent meets customers at different stages in their burning journey