Recently, I zeroed my marketing business in on the software industry. I’d been preaching the benefits of having a niche, and yet I didn’t have one. Once I made that decision, I needed to start attracting software companies to my marketing firm. But how to do that?
I started with my content. I’ve been blogging about marketing for years, but now I needed to tighten the reins a bit so that my audience — software company owners and CEOs — would find my content and feel I was speaking to them. Imagine how much more engaged your audience — each individual buyer — would feel if your content said, “Hey you! Yes you. I understand exactly what you’re going through, and this article/ebook/web copy will tell you what to do to solve your problem.”
Here’s what I did, and what you can do too.
I was extremely nervous about turning off any other potential customer that might happen across my site if I made it overtly focused on the software industry, so I made subtle changes. I turned the copy into a conversation I imagined I was having with that software CEO:
- Are your halfhearted attempts at managing your social media pages costing you more than they’re making you?
- Did you hire an inexperienced intern to help you with your web presence, only to end up managing it yourself?
- Do you find yourself spending time trying to write blog content that you should be spending on growing your company?
These were problems I imagined he could identify with. If he could relate, he could keep reading. Only once do I use the word “software” on the site. Subtle, right? Yet I’ve gotten several software leads since making the change. Continue reading “How to Use Content Marketing to Talk to Your Target Audience” »