In an earlier article we discussed the importance of creating website content that sparks conversations with your audiences as a means to keep them coming back. But while you can find countless articles online that tell you that blogging is a crucial aspect in the overall make-up of a successful website, very few tell you how to actually talk to people in a way that resonates.
In this article, I’d like to take a step back and talk about the kind of website content that turns your hard-earned leads into actual customers: customers who won’t just end up doing business with you once, but will tell their friends, colleagues, neighbors (in fact, anyone with ears) about you.
Every conversation starts with a “hello”
If you’re stepping into the gold exchange business, or any business for that matter, introducing yourself to the world and telling people about who you are is a great way to connect with your intended audience. Don’t be afraid to share your story. Tell people about who you are, why you’ve chosen your specific niche, why you believe in it and why you think their time and money is well worth it.
Use your introductory blog or About Us page as an opportunity to make a lasting impression on your audience. If you get it right, they’ll get a sense of the person/people behind the company, so work at making that connection. Tell people what drove you to start your gold exchange program in the first place; talk about your values and philosophy as a business owner and people will feel far more comfortable engaging you and your brand.
Talk to people, not at them
Ever walk into a store and you’re suddenly ambushed by a salesperson who starts rattling off the countless reasons you need to buy a product and what a huge opportunity you’d be missing out on if you didn’t commit to the purchase? Annoying right? Don’t be that guy – or gal.
Make sure you understand what makes the people who come to your website tick, what the reasons are for them visiting it and how you can help them solve their problem. As a gold exchange business, you’re obviously helping them turn their gold into cash – but go beyond that.
Do the necessary research to understand what we in marketing call our buyer persona. The folks over at Hubspot have a great article on researching your ideal buyer persona and how you can craft content that speaks to their needs instead of taking the tired old sales approach of herding as many people as possible to the checkout counter. In short, be real, know why people are taking the time to visit your website and make them feel like you’re not only out for the sale, but that you’re genuinely interested in helping them.
Think about why people sell their gold in the first place: do they have financial challenges or are they seasoned collectors who appreciate more under-the-surface insights on the industry? What I’m saying is, get to know your audience, don’t just lump them all together and spew generic content at them. Do this, and your exchange program will appeal to a far wider market. Website content that speaks to people in real ways can make a huge impact on your audience numbers. That’s why more and more companies are employing C-level executives to get a content marketing strategy in place for their business.
Learn to listen
Ever found yourself in a conversation that’s more like a one-way street? When the person you’re trying to have a chat with keeps rattling on and on about themselves and you never get a single word in? And when you finally do get to construct half a sentence, they simply wait for the opportune moment to bring it back to them?
Again, don’t be that guy or gal. This comes back to the importance of understanding your buyer persona. Talk to them about how you can help them and not what makes you and your product or service the best thing since sliced bread.
Great website content is about holding valuable conversations with people, not hustling them for the sale. It’s about saying, “Hey, I know you’ve got a problem or challenge you’re trying to overcome and I can help you do that, so let’s talk.” Keep this philosophy at the top of your mind when creating content and people will return to your place of business because a good conversation beats a sales pitch, every time.
Need help? Talk to us.
At Refinement Services, we’ve built comprehensive gold exchange programs that’s taken months to construct because we took the time and effort to listen to both our customers and our partners in the industry. Through months of research and testing, we managed to build partner programs that speak to the needs of small concerns and large enterprises.
If you want to learn more about how you can build a gold exchange business that not only earns great revenue today, but will grow to become a successful high revenue earning business, contact us today.
