How Content Actually Drives Sales for SMBs in 2019

“Wow! That’s the most amazing blog post I’ve ever read on ankle and foot care!”

…No one’s actually ever said or done that.


Not because of the quality of the content. Or the topic.

But because that’s not how content marketing works in consumer’s minds.

Blog posts don’t drive fast sales.

If Blog Posts Don’t Sell Fast, Why Create Them?

Truthfully, blog posts do win you more sales. It’s just that it takes 6-18 months for them to do their work.


Because content marketing actually works like this:

First, someone reads your spectacularly useful post on foot and ankle care. They may, or may not, have a problem serious enough warranting treatment.

Some of your readers will opt to just take care of the problem themselves. There’s absolutely nothing you can do to sell that type of person.

They just want to handle the problem on their own. It’s who they are.

However, many people who read your post understand the value of an expert. They’d rather not handle it themselves.

And here’s the key point to understand: while they may not have a serious foot or ankle problem right now, they may have one down the road. And by writing useful content that wins their attention, more useful than any other blog out there on the same topic, you cause many people to remember you.

They follow you on social media. They bookmark your website. They email your link to themselves. They join your email list. Or they share your content with a friend.

And then, over time, as you continue to feed them useful and interesting content, you become more of a priority to listen to. Consumers don’t go searching for your competitors because they love what you have to say so much.

Finally, when they have a problem you can solve, they schedule an appointment.

That’s how content marketing works. And when you attract an audience, you have a massive unstoppable ball of momentum which sells with ease over and over again.

Can You Use Content To Speed the Sales Process Up?

Yes. Blogs sell slow. They give useful advice on various topics, which helps. And their consistency keeps you visible in search engines. They’re absolutely necessary to your marketing success.

You know what converts more of your blog readers into paying customers?

Real-life success stories!

Also called “case studies,” these stories detail the problems your customer came to you with, reasons why they choose you and not your competitor, and the results you generated.

Then, you add a few quotes from your customer throughout the story to add credibility.

And finally, this makes you an easy choice for other potential customers who have the exact same problem.

You can keep your customer’s personal info anonymous. However, if you can get their permission to use their entire name, or even their first name and last initial, that lends more credibility to your story and makes it sell faster.

Small businesses lack this. They want to use facts. However, the old marketing saying goes,”Facts tell. Stories sell.”

Find some stories. You certainly have some. And then promote them to your social media profiles, on the front page of your website, and to your email list.

Finally, watch the business roll in!

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