5. Irrelevant content publishing
Even after putting a lot of energy into creating well-written, SEO-friendly articles that are backed up by trustworthy sources, your task isn’t quite done. Your content marketing plan will still fail if you don’t understand your target audience. Marketers must forever remember that it is their audience – not their team – who decides whether or not your engineering content is great. If you want visitors to read and engage with it, you need to appeal to their interests.
When content creators take the time to learn about their target audience, their content can do more than occupy the page. The right content genuinely makes a lasting impact. To do it right, identify and establish your buyer persona and tailor your content to fit those specific needs.
6. A lack of content objectives
All content marketers should aim to raise brand recognition, increase website traffic, and create tailored content for a particular audience. Below are the steps to defining content goals:
- – Establish a buyer persona
- – Generate relevant keywords depending on their search queries
- Identify the content they require and write in a manner that resonates with those specific engineering readers
Additionally, you need a strategy for determining where and how often to post. The frequency with which you need to publish blog entries depends on your readership and their interests. All these details can be reflected in your content plan to ensure the on-time and effective production of engineering content.
7. Failure to respond to customer outreach
You probably know how discouraging it is to get complaints about your customer service representatives or angry letters about your customers’ disappointment. However, in this age of social media, it’s common for disgruntled customers to air their problems publicly.
According to the 2020 National Consumer Rage Study, the rate of customer complaints lodged via digital platforms had increased in the preceding three years while fewer people complained in person or over the phone. Failure to provide good responses to customer outreach can pose serious problems.
Ignoring unhappy clients isn’t a good business move. Prospective engineering customers want to interact with the brands they use. Therefore, if they see a lot of unresolved negative comments, they treat it as a red flag and are far less likely to give that firm their money.
Your best option is to respond with genuine concern that a client’s needs haven’t been addressed. Work to steer the irritated engineering customer away from the public site and into a private place where you can address the problem. Finally, make sure you do, indeed, address the issue. Otherwise, they’re likely to head right back to the public space.
8. A poor call to action
Your call to action (CTA) is the entrance to your company. It instructs your engineering customers to act. The CTA must suggest to visitors what you want them to do but shouldn’t beat them over the head with it. Make it clear what information you need and what they will gain in return.
However, there is a fine line between being helpful and being obnoxious. Ensure your CTA is clear and directs engineering customers to the right action. Restrict form-filling to a bare minimum and allow visitors 5 seconds on the page before displaying the CTA.
Avoid making these mistakes
Great websites are well-structured and well-organized. They are professional and tailored specifically for a target market. As an industrial marketer, it is your responsibility to make sure that the company’s web presence turns into a valuable investment. If you are looking to hire an engineering writer to optimize your content, contact us today.