Get ‘Em While They’re Hot With Steptap Product How-Tos

Product How-Tos Attract Prospects Ready to Commit

Here is a tale of two customers. For the sake of example, let’s pick a cool product; a personal drone. Naturally, both shoppers consult the internet for information.

Customer A visits a site with reviews of drones. Following that, she reads some blog entries from current drone owners.

Customer B types the following into a search bar: “How do I shoot videos with a drone and watch them on my phone in realtime?” Man making online shopping purchase on laptop with credit card

Who Is Ready to Buy?

Steptap creates product how-tos that show prospects how to use your products. These product instructions attract customers who are ready to purchase.

Target Every Stage of the Buying Cycle

Smart content strategies include pieces designed for every stage of the buying cycle. Does your plan include product how-tos that target prospects ready to commit?

Create Quality Content And Forget About Google Algorithms

Focus On Your Customer First

If your business regularly publishes helpful, relevant content, you will please the search engine Gods. More importantly, you will please your customers and attract new ones.

steptap-blog-quality-content-dogYou Can’t Fool Your Prospects

If you “write for the algorithm” – keyword stuffing, doorway pages and, heaven forbid, invisible text – your prospects will see right through it. They will realize in a split second that you’re kissing up to the search engines and couldn’t care less about them.

Legitimate Search Terms, Quality Content

Steptap product instructions help your customers use, assemble, install, or enjoy your products. They contain natural search phrases: “how to install a pop-up sprinkler head” or “how to set up a wireless router.” Add your product name and show your prospects that your company is the go-to for useful information that solves their problem.

Give Them Product How-tos Where They Are Searching

We publish to Facebook, Pinterest, Twitter, YouTube, your business blog and anywhere else your online prospects hang out.

Strategically placed product how-tos are a natural SEO winner. But you don’t care about that – because you focus on your customer, not the algorithm.

Top Ten Reasons To Publish Product How-Tos

Are You Using Product How-Tos to Increase Sales?

Hello visitors! Today’s post is short and to-the-point, just like Steptap product how-tos. I have listed the most compelling reasons for using product instructions as part of your overall content marketing strategy.

steptap-blog-tiny-steplist

1. Prospects seeking product instructions are further up the purchase funnel
2. How-tos are an inexpensive way to market online
3. It shows customers that your product solves a problem
4. People love to share and re-post useful how-tos
5. It improves your search rankings
6. It provides additional entry points to your online store
7. It allows you to leverage your existing educational content
8. It tells prospects that you care about their needs
9. How-tos attract unexpected customers
10. Steptap can create and publish search engine optimized product how-tos to multiple platforms

I could write an entire post on each of these – and will do so eventually. If you have successfully used product how-tos in your marketing, please comment on this post and tell me about it.

If You Don’t Teach Them, Your Competitors Will

steptap-blog-nomadWho is teaching your customers?

Check out “The Marketer’s Challenge: How To Teach Customers New Behaviours” from Ian Gordon of the Ivey Business Journal.

New products are proliferating, and research shows that the most successful among them have clearly benefited from customers’ ease in learning the benefits and applications of those products quickly, in finding out how the devices actually work, and in sharing their knowledge with friends.”

Let’s break this down:

  1. Show customers product benefits – benefits speak to a customer need, and solve a problem most customers are researching when they find content that leads to a purchase.
  2. Quickly teach customers how your products work – customers are searching the Internet for solutions and need to solve them “now”. Content that takes too long to ingest or that doesn’t get to the point gets skipped over for more concise solutions.
  3. Make it easy for customers to share their knowledge with friends – helping your customers solve problems compels sharing, and when your solutions are on a sharing platform, it helps get your message out to more people who are looking for them.

The Steptap platform hits all of these key marketing factors head on. We create step-based how-tos, publish them when your product launches, and make sharing irresistible.

Don’t Leave Purchase Outcomes to Chance

“By not effectively teaching customers, manufacturers are letting them learn on their own, at their own pace and with uncertain learning – and purchase – outcomes.” –The Marketer’s Challenge: How To Teach Customers New Behaviours

Let Steptap teach prospects how to use and enjoy your products with custom instructions tailored to your customer. Start a free account right now, or upgrade to a Premium account for just a little bit more and brand your message with your own logo, colors, links and tags.

Online Marketing SEO: Your Content Still Has Legs

Man Holding A Stack Of Money And A ComputerLeverage All That Good Stuff You Already Have

CMOs: Are you using those user’s manuals, FAQs, product how-to videos, webinars, infographics, diagrams, blog posts, email campaigns, and white papers to improve your search engine rankings and drive new sales by engaging your customers with useable content?

Your Existing Custom Content Has Untapped ROI Potential

Most companies have existing content that helps customer learn how to use or enjoy the products or services they sell. This mountain of content represents an often untapped treasure trove of useful, engaging content that improves the customer experience but is often buried in the depths of lost PDFs, user manuals, and outdated customer updates.

Steptap represents an opportunity to leverage your existing content as part of your online content marketing and SEO strategy.

Business marketers can easily turn existing content into useful how-to information that satisfies consumer searches for solutions. Savvy businesses are using Steptap to produce how-to instructions in two basic formats:

Direct Instructions: if you have a product that requires instructions, Steptap is a great platform to develop, maintain, and distribute instructions that your customers need to use your product. For instance, instructions on how to program a new garage door remote.

Instructions that are created and posted in Steptap can be shared and distributed in a wide variety of social and online platforms. And while this sometimes represents a challenge for management and future edits, Steptap offers the ability of central management and control, so that no matter how far and wide your instructions have been shared, there is only one place to make updates to ensure everything is current.

Indirect Instructions: if you have a product that is used to perform a secondary task (such as using a shovel to dig a hole), describe how to “dig the hole” to help your customers learn more about how your widget can be used.  This is a great opportunity to pitch your product as the solution to a customer need: “How do I dig a hole?”

Customers are always seeking answers to project-based questions; “How do I create a podcast?”, “How do I make chocolate chip cookies?”, “How do I fix a broken sprinkler head?”

These kinds of customer questions can be answered with expert step-by-step instructions and links to the products or services that can make them possible.

How-to content is one of the most effective kinds of marketing content because it gets you in front of customers with your solution when they are looking for it. Many of the answers to customer questions are already created in your product manuals and user guides, but are locked up out of reach of your potential customers.

“Search engines love quality content, and creating it is
the most effective SEO tactic.”ascend2.com/Benchmark Summary Report

You’ve done the heavy lifting – the content has been created.  And it probably wasn’t cheap. Take advantage of what you already have by turning into useful content in a hot new social sharing platform; Steptap.

Time and Money: Save Both

“It would be great if a repurposing strategy could help people move beyond SEO. If you’re doing a really good job on your site and online in general – if you’re answering questions that people are genuinely asking – you’re positioning yourself to stand out in search. And repurposing content into different formats to supply the answers in a way that will best engage different users just increases your chances of success.” –brafton.com/Repurposing Your Content

Steptap provides the perfect platform for businesses to create, share, and manage useful content that customers are looking for.

Starting on Steptap is free. Business users can pay just a little to upgrade to a Premium or Corporate account that enables additional branding and SEO options for each “steplist”. Steplists are posted live to the web and become available to share, index and post wherever your customers are looking.

Visit http://steptap.com today and start your free account. Have a look around and see the many ways we can help you teach customers how to use and enjoy your products.

Sell Solutions, Not Products

No Strings Attached

The philosophy of “selling a solution” is a popular content marketing strategy topic – for good reason. The value in educational content is that it offers your prospects a solution before even mentioning your product. Who doesn’t appreciate concise “no-strings-attached” instructions?

steptap-blog-wash-car

Sell Solutions, Not Products

Say I am researching auto detailing products and you sell them. What is my first objective? Cleaning my car. If you teach me the best techniques for at-home car detailing, I will sing your praises every time I climb into my sweet ride.

It is also likely that I will share my new tips with my fellow car lovers, both on- and off-line. I may even order your waxes, polishes, tire cleaners and microfiber cloths without ever seeing a traditional advertisement. Nice.

Discover the Value of Product How-Tos

Surprisingly, many companies have yet to discover the value of well-crafted product instructions. At Steptap, we create optimized product how-tos as part of your content marketing strategy – both B2B and B2C. See steptap.com to get started.

A Relationship Is A Beautiful Thing

picture of happy woman kissing computer monitorTeach Your Customers First

“The smart consumer will opt to buy from the company that’s educated him on the issue and presented him with multiple solutions. That company’s selflessness has built trust — and its ability to teach him has bought his loyalty in the future.” http://www.businessinsider.com

Building trust with face-to face customer service is a luxury unavailable to online sellers. Building trust digitally is a whole different ball game.

You’ve got to draw the prospect to your website and start a dialogue with him or her. The conversation blossoms into a relationship and it’s that trusting relationship that wins the customer’s business.

Instructional Content Establishes a Relationship

Teaching your customers to use your products more effectively strengthens the relationship. Steptap creates and publishes compelling, how-to content that connects with your customers.

Acquisition Through Instruction:

Provide custom content that educates
Start a dialogue
Create a relationship
Convert

Visit steptap.com to get started.

Do You Have A Plan For How-To Content?

Starting From Scratch?

Perhaps you just launched a start-up. Perhaps your small business has been humming along nicely without a plan but you realize that your competitors are pulling ahead.

Perhaps you can’t afford a full-time marketing director.  Perhaps you’ve had a haphazard approach thus far: sporadic blog posts, an all-but-ignored Facebook page, and a poorly-managed Google Adwords campaign.

We understand. Content marketing takes time and dedication. If you are a small business owner, you are probably too busy running your business to spend a lot of time creating effective online content.

Consumers Seek Relevant Product Information

If you are creating or updating your content management strategy, be sure to include Customer Education in the form of relevant product how-tos.

Customers Respond to Concise How-To Content

Show potential customers how to use your products. Solve a problem for them or make life easier for them in some way. At Steptap, we create step-based product instructions that are the foundation for any successful content marketing plan.

Product Instructions Are Useless On Page Twenty

Mandolin Over RedI started playing the mandolin about twenty years ago. In that period of my life, I didn’t search online every time I needed to learn how to do something. I can’t even remember if I had internet in my home in 1994.

Customers Seek Informative Product Instructions

The first time I needed to replace my mandolin strings, I figured that it couldn’t be too hard so I went at it. I discovered that it was more complicated than I thought. I couldn’t attach them securely to the tuning pegs and the strings were flying everywhere. I ended up taking it to a professional to straighten out my mess. Every few months, I paid another twenty-five bucks to have it restrung.

Now any beginning mandolin player can easily find online product instructions which saves time and money.

Customers Trust Companies Who Educate

What brand of strings do I buy? I buy from the company who helped me out the first time. They provided concise instructions and – this is critical – appeared on the first page of my initial Google search.

How-to information is useless if it is buried on page twenty. Thus: quality content must be search engine optimized for your customers to find it.

Steptap Creates Content That Helps Your Customers Use Your Products

Product instructions improve search engine rankings. At Steptap, we create and publish engaging product instructions called steplists.  Each steplist is a self-contained how-to and searchable page. Each steplist also generates its own unique QR code that can be downloaded or printed on packaging or marketing materials.

To see how it works, visit steptap.com

Build Customer Loyalty With How-Tos

Woman with laptop man newspaper in train texting commuting readingTeaching customers how to use your products is one of the best ways to build customer loyalty. You want to show your customers that you are interested, first and foremost, in solving their problem.

But loyalty is not won in a day. A strategic customer education marketing campaign requires quality content published daily.

Social media strategist Mack Collier:
“If you consistently create content that creates value for your customers, then they will trust your content. No longer will they go through an internal vetting process to decide if your content is worth paying attention to.”

Teach Your Customers Something Valuable Every Day

At Steptap, we create engaging step-based product “how-tos” and publish them regularly to key sites. These product instructions, called steplists, drive sales in myriad ways:

  • Content that educates increases time spent on your website and encourages return visits
  • Publishing steplists to several channels provides multiple entry points to your business webpage
  • Relevant content helps establish your authority in your niche
  • Steplists allow you to leverage your existing instructional content
  • Widespread online distribution increases your company’s searchability
  • Instructional how-tos integrate seamlessly with your existing marketing efforts

We look forward to creating product how-tos that will make your customers sit up and take notice. Visit steptap.com to get started.