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The Tale of Two Sites: A story about making the sale

 


Meet Beth.


Beth is interested in buying an awesome homeschool resource. She visits website #1.


When she lands on the home page, she?s met with some basic introductory words, then offered a button leading to the product page.

Beth doesn?t know much about all the resources, so she clicks around to view the various product descriptions.


So many choices! What should I look for? What are the best options for my homeschool situation?

The product descriptions don?t have many answers.


Beth wants to learn as much as possible before buying so she can make an educated decision. Beth keeps clicking around, but her efforts yield more questions than answers.

Frustrated, Beth finally leaves website #1 without making a purchase. She doesn?t feel confident buying a homeschool resource yet.


Well, That Didn't Work Out So Well, Did It?

Beth goes to website #2. 


She?s greeted with a warm welcome page and a quick checklist to help her focus on her desired result and narrow her options.


Every section of the website is geared to help!

She continues to investigate the website?s homeschool resources, learning many things that help her make an educated decision.

The information on the website assures her they have a wide selection and solid customer support, explains the resources, and offers pricing options.

Beth checks out all the homeschool resources. She even reads over the FAQ section and several customer reviews.


Feeling well-informed, Beth makes her decision and buys a homeschool resource from website #2.

It?s obvious website #2 is a superior customer experience. They understand what their customers need and want.

 

They educated Beth about their products, overcame her objections, and offered reliable suggestions, so she felt comfortable making her purchase.

No doubt, they do a better business than website #1.

 

How well would your website perform?

 

Beth was ready to buy a homeschool resource, but she needed the help website #2 gave her to make her decision.

She needed information?content if you will.

Today?s online shoppers are savvy. Super savvy.

Why? Mostly because of the internet.

Shoppers can go online and search for information about virtually anything. They?re up on what?s hot, what?s not, what the deals are, and where to get them.

Their internet research puts them in the driver's seat.

The internet is why commerce today is fast-paced and competitive.

 

The Big Question

 

So, how do educational vendors stay competitive and top-of-mind in a world where there?s so much information out there?


Where it seems like there are a million places to get homeschool resources?

Better put, how can your company be the calm in a storm of overwhelming homeschool choices?

 

The Simple Answer

 


Content marketing.

No matter what your educational company sells or services you provide, today?s buyers will have questions.


So, it?s important for your website to have the answers to their questions. You need to be the solution to their problems.

Like Beth in her quest to know more about the homeschool resource, she needed answers. When she got them, she made the purchase.

A clever slogan and a wall of products just aren?t enough to satisfy the appetite of shoppers and buyers today. They need content, lots of content, to fulfill their need to know.

 

What is Content Marketing?


Content marketing is information about whatever it is your company delivers to its customers.


It may be in the form of

Your piece of content will provide relevant information at just the right time for the buyers in their buying journey.

 

How content marketing works:

 

Content marketing works for any product or service, but let?s focus on items for a homeschool family.


You must be able to give home educators all the facts surrounding the products or services you sell . . . and then some.

The list of possible questions about homeschool resources goes on and on. And your educational product company can and should have the answers to all these questions.

Once you?ve armed home educators with the necessary information, they?re often ready to buy, just like Beth in the story above.

And who better to buy from than you?


You?re their homeschool resource expert.

They?ll be proud, informed buyers of your homeschool resources. 

Content Marketing After the Purchase

 


Once you?ve converted a shopper to a buyer, it?s smart to maintain a relationship with that buyer.

Content is the perfect way to do this. Content marketing shouldn't stop after the sale.

You can continue to supply content, and thereby excellent customer service, in the form of

Your customers should eagerly opt-in to your newsletter.

You want to be their trusted source of information whether or not you make a sale.

This level of support keeps them happy and connected to you and top-of-mind when they are ready to buy for the first time, or the seventeenth time.

 

Keep ?em Coming Back After the Sale

 

Since you?ve established your company as their go-to homeschool resource and they?ve purchased from you before, they?re likely to purchase from you again.

So, if you stay in their orbit of homeschool resource needs and they see you as an expert on all things homeschool, you?ll stay top-of-mind for everything they buy for their home education adventure.

This could go on for many years of homeschooling!

 

Word of Mouth (it works)

 


Homeschoolers know other homeschoolers?and the market is growing exponentially.

And you know they talk.

They talk a lot about


So, of course, they?re going to tell their friends about your company. How they checked out all the options, and they found the exact thing they were looking for.

 

How this one resource worked out so well, and they absolutely love it and ?I?m just going to send you the link right now on my phone.?

Boo-yah.

 

Prove You?re the Expert with High-Quality Content

 

To optimize your use of content marketing, you must be laser-focused on your audience.

So, if I?m a homeschooler, and I?m thinking about buying a reading program for my child, for example, I might Google, ?what?s a good reading program to buy??

If your content marketing is spot-on, your excellent article or blog post, ?What to Look for When Buying a Reading Program? will pop up and give the searcher exactly what they?re looking for.

Once they?re educated about what to look for in a reading program, you can explain that you have the types of reading programs described in your article. Your call-to-action is then just a click away. 

 

Be Both King and Queen of Your Content Marketing


 

So, it?s not just about marketing anymore. It?s about marketing with content.

Today?s shopper devours information before buying. The content they devour can then lead to a purchase. 

In short, content, today?s King of Marketing, rules.


And while providing quality content is vital to the success of your online business, you must provide that content consistently.


Who has time for that?

 

Here?s Where I Come In

 

You?re probably thinking, forget being the king--more like the court jester.

Content?s just plain hard to keep up with!

It?s a moving target. And it seems like there?s never enough of it or enough time or enough?you!

 

It?s un-ending. You know it?s important but ackkk . . .

Relax. I get it and I can help. 

Reach out and let?s talk about how targeted content can fuel your business.