Give value for free, then sell

This is what content marketing is about.

Essentially you are giving away something of value – your expertise and insights – in a way that helps your customers. The help you’re giving them is in-line with your offering. If you install swimming pools, then your content is around swimming pool maintenance. If you’re in B2C healthcare then your content is around health tips for people. And so on. There is no industry where content cannot be produced.

Doing this helps establish a relationship of trust with your prospects, so they feel a sense of familiarity, even loyalty, long before they arrive at the point of purchase. Which is why content marketing is the ultimate lead nurturer.

It also means when they do come to buy, they choose you over your competitors because they feel they know you – you have already established that relationship through helpful, high-quality content.