How your focus on products and services could be losing you business

In the age of light speed content, keeping up with trends and trying to engage our target audiences, many marketers are missing a key opportunity right on their owned media.

The content frontier shifted again after the cooling period of being able to find anything and everything with a search engine. Now, there is so much access to information that the idea of sifting through 1,483 Google pages is not as appealing.

Once you find the information you want, there is uncertainty on which solution to choose out of the myriad of options out there. This, according to the ITSMA’s recent study, is where people make a difference.

Not only are the highest viewed pages on your site people oriented, but they are currently the ones that are updated the least – that spells a big missed opportunity when you’re looking to engage potential buyers, influencers or other key audiences that can make a difference to your bottom line.

According to Hubspot and other marketing giants, the top pages that get the most attention are:

1.     Homepage
2.     About Us Page
3.     Blog
4.     Contact Us Page


Surely, this isn’t ground breaking news. As we look at the list everyone is probably nodding their heads, as that is exactly where they go as well. Notice that 2 of these pages have the word “us” in them. This is where your visitors want to know who “us” is and how to engage with them.

So, why are we leaving these top pages a wasteland of useless information with no value to our incoming opportunities? Most people don’t understand that a head shot and biography just doesn’t get people excited. What they don’t know is just a little bit more and making that person seemingly accessible will go a long way in how that individual feels about your organization.

We’ve all known for a long time that people are more interesting than any other content out there, but faced with aggressive targets, need for growth, and showing results on how we’ve been successful meant a scramble to get it all done.

Enter a new generation of users and how they like to consume information and it’s not enough to just have a page with a face. They want to know more about that person, see how they operate, understand what they’ve done before – and not just to get a job, but to get a feel for them as a whole person – as though you were standing in front of them.

The best part of showcasing your people is that they come with something you want and need - good original content.

Tapping into this content source and showcasing the talent you have is also easy on the budget. Now you have content and a way to engage more people and opportunities.

In fact, if you play your cards right you allow visitors the ability to contact their person of choice, without divulging their contact details, and have those routed to the right people to respond on their behalf.

Another benefit? Google loves people and it will reward your efforts on its pages.

Now, when you’re putting together that marketing plan, differentiate yourself and your products with the great people behind the business. You’ll be glad you did.

-DT


Deanne Taenzer

Deanne has worked with and coached executives across a broad spectrum of organizations. Thought leadership and people content programs have been a big part of her recent work. Now with ExpertFile, this area has grown in both reach and results. If you’d like to learn more about how to do this effectively or how ExpertFile can help, reach out to dtaenzer@expertfile.com.  


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