To help a technology retailing company market and sell a relatively complex new product line of astronomy cameras, Mintaka Marcom created a detailed SEO-optimized buyer’s guide to educate prospective buyers and move them through the sales funnel.
Content Marketing Challenge
The greatest barrier to sales of these products, and overall customer satisfaction, is the prospective customer’s concern about buying the wrong product for the wrong application. Information is the key to putting the buyer’s mind at ease and giving the confidence to make a buying decision, and perhaps to make another purchase of a more advanced product as their skill level increases. Each prospect starts with a different level of knowledge, so it was important to create content that was educational but which was also an integral part of the purchasing process.
Mintaka Marcom created a detailed but accessible buyer’s guide for a family of astronomy camera products and accessories. The guide emphasizes the background information needed to understand product specifications and to make an informed buying decision. The guide also makes recommendations for products for specific applications. We also ensured a degree of SEO optimization to attract organic traffic to the client’s website. A hybrid of technical writing and marketing writing, this buyer’s guide has been a great success in attracting new business to this product line for the client and it consistently ranks near the top of search engine rankings.
Click here to read the ZWO Astronomy Camera Buyer’s Guide at the Agena AstroProducts website.