I was in a meeting last week with Irene and Mary. It was the first time I had met them. Sitting across from them, I couldn’t help but notice the crossed arms, sitting angled away from the table, the lack of eye contact and the one-word answers.
The subject up for discussion was how compelling online content might transform their business by attracting, engaging and converting customers. The trouble was that they were not ‘digital natives.’ They did not use the web for even the most common of tasks such as communication or travel booking. So, the reason for their body-language was fear, anger and confusion.
Their successful business that they had worked so hard to build over the years was suffering. Traditional marketing campaigns such as leaflets, classified and TV ads were not only starting to yield lower numbers but also more expensive leads. They could no longer deny the reasons for this decline: their buyers were now buying in a different way and had moved to a place where Irene and Mary were not at all comfortable – the web.
They needed a way to easily create web content that their buyers could use in their research. Quality web content that buyers would find insightful and help them make good buying decisions.
Their attitude softened when I listened to their stories of how they built the business and how they delivered high-quality print and broadcast advertising campaigns. They softened even further when I was able to tell them that all this good offline work was not wasted. They could easily integrate the leaflets, classified and TV ads with a content strategy that converted offline audience into online leads.
Mary, Irene and I have a long way to go before we are sitting on the same side of the table, but I believe that their first steps on the new road to content will help them transform their brilliant business into an even bigger success story.