Dec 15, 201403:35 PMOpen Mic
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Why you need to use your website to teach your customers
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What expectations do you have for your website? Should it be a digital business card? Should it be a lengthier version of your advertising brochure? Or could it be much, much more?
If 57% of the average business-to-business transaction happens before buyers engage with your salespeople (more on this later), is your website simply a commercial or is it a source for these buyers to educate themselves? The Internet has evolved, and your website should too. This article will show you why you need to use your website to teach your customers.
But what should I teach?
Whether it’s the written word, audio recordings, or video recordings, when it comes to producing content, you should begin moving from playing the role of salesperson to the role of teacher.
Often we’re apprehensive when it comes to producing content because we drastically overthink the process. The biggest mistake we all make is thinking we’re writing for our peers. When we try to write for our peers, we often make the material too complex. Why? We like to impress those in our industry while at the same time showing everyone else how smart we are.
But you should write for the person who knows nothing about your business. Why? Because the vast majority of people know nothing about your business. We all suffer from the curse of knowledge. When we assume our potential customers are as well informed as we are, we tend to write content (and teach) with too high a degree of complexity.
Our customers don’t care how smart we are (yet). Our customers want to educate themselves before making that ultimate buying decision, and ever-improving technology has allowed everyone to do this. Think about how our Google search queries have evolved over the past decade. Say you’re a parent of a toddler and you’re searching for a car seat online. Here is the evolution of search queries in that brief period:
2004: Car seats
2009: Best car seats
2014: What is the best car seat for my toddler?