While product pitches are more focused on sales, education works on creating a better customer. Talking about the functions of a product will only address the concerns of those who know what to buy. But it doesn’t address the concerns of people who can’t explain their problem or who are not aware of their requirements, or how a particular product can help them meet their goals.
If pitching is only focused on products, you are not going to be able to connect with the people who are looking for solutions. By the time those people realize that they have got a problem, they may develop an affinity for a different brand. This is also known as creating demand and then meeting it rather than going after a market or segment where demand and awareness already exists. This way you can find new customers and tap new markets helping you expand your business territory.
But if content marketing is done properly, it can help with everything from building up brand awareness to customer retention. As a content marketer, there is much more available for you.
Getting Customers to Return
Even if the prospects understand their needs and are looking for information, product pitches will only help to a certain extent.
Features and benefits might be useful when trying to close a business where people are choosing among various options. But this content will not create long lasting relationships or an affinity for the brand. The people who make these purchases don’t feel the need to revisit your site in the future. But if you can create a community of followers by educating them, they will keep coming back. This offers multiple monetizing options.
The Person Influencing the Decisions
People are usually looking for ways in which they can feel secure about their choices. The chance of making bad decisions can really weigh down on a person. But by teaching them, you will be empowering them. When you help them learn, you make them feel like they are the smartest in any room.
As far as content marketing is concerned, you will be investing in people, time, and resources. The benefits of this practice will continue growing. Most people who use content marketing properly have content created a long time ago which still generates leads, traffic, etc. Content marketing has the ability to yield results for years. The best businesses know about content marketing. The businesses that are growing know about content marketing. The businesses that are just trying to remain in the game are content marketing too.
Sensible Product Pitches
Even though content marketing focuses mainly on educating customers, there is a small place for product pitches too. There will come a point in every sales cycle when people try and understand your benefits and features and compare them with the competition. If this information can be provided to them in a genuine and straightforward way, you will be able to gain their trust as well.
Most product pitches around today fall flat since they aren’t able to form a connection with their customers. Customers don’t even understand how a particular product can be of use to them and even if they do, they don’t know why this product is better than all the rest. You need to be able to frame your pitches in a way that they answer specific questions. This can be quite advantageous not only for your business but for your customers as well.