Benefit-driven advertising educates, entertains, and engages the imagination of its customers. Benefit-driven ad content marries relevant text with compelling graphics. Customers reward beneficial content with profitable behavior, such as: making a purchase, making contact, making a referral, or all three. A website that celebrates the customer experience with benefit-driven content will advance its credibility. Identify the benefits of your product and indulge.
A high search engine ranking is a very important web marketing goal; websites compete for specific keywords and key phrases to achieve the highest ranking possible. When beneficial content is seasoned with industry keywords and good Search Engine Optimization (SEO) mechanics a website is elevated over competition. Benefit-driven content and SEO mechanics are necessary to a competitive web presence. Attract new customers. Build a persuasive customer experience.
In the realm of advertising, consumer benefits are king. Print content, television content, radio content, even the street-side sign-spinner should present a “customer benefit”.
Salesmanship through advertising, as opposed to, salesmanship in person – is an opportunity. Salesmanship in person is inspired by the moment and sometimes lost in the moment. Salesmanship through advertising is composed, crafted, reviewed, and tested before any sales moment, with the intent to inspire. Data mine your business’s benefits, celebrate the nuances of each benefit, educate the consumer about your benefits, someone will care enough to ask more about your benefits. Then make a sale.
Before the internet, there were just two basic paradigms to forecast an advertising campaign’s strength: 1) for broadcast media, “reach and frequency” (how many people we expect to reach and how often); and 2) for print advertising “impressions and distribution” (how many printed ads are we buying and how/where is distribution to take place). These broadcast and print measures still hold true today, but a “website” is the face of your business today. Customers are more likely to be exposed to your brand by the internet as opposed to your street sign on a boulevard. A website is the new street sign. An actual street sign is limited geographically. A web site will promote your business and its benefits 24 hours a day, worldwide. However, it is necessary to drive customers to your website. Traditional print and broadcast medias are useful. Promote your website in all of your advertising, send customers to your website.
Also, elevate your web sign on the new boulevard – a search engine. Search engines offer the most popular RESULTS for each keyword and keyphrase SEARCH. Search engines use specific criteria for elevating website in its search RESULTS. Search engines are now very good at putting the desired RESULTS on the first page after a search is requested. How do they do that?
When a “search” is performed, and a page of results is delivered, the search engines will take notice of the links the user will click on for viewing. Over time, search engines notice a trend, the same few links are being clicked and satisfying the user search. Search Engines investigate the link for spam, abuse, security, and if all is good, the search engine gives the link more validity, elevating that link. There is more to elevating a link, but this one facet of SEO mechanics is critical and the reason for producing beneficial content.
Content is what makes a page popular. The content of a page does not have to compete against all of the pages on the internet, just those pages with industry matching keyword content and subject matter. Search engines offer two kinds of results after a search, “organic” and “paid”. Organic results are free, and “paid” ads are the results of a bid placement system. So which would I recommend? Both in most cases. First, build a benefit-driven website for the consumer and organic search results, then augment the search results with a pay-per-click ad campaign to maintain market validity and promote new innovations and events.
Beneficial content engages the consumer interest, educates the consumer with benefits, and even entertains consumers with possibilities. Consumers and search engines reward benefit-driven content with profitable behavior.