You must have been hearing the concept of content marketing a lot lately, but what actually is the concept of content marketing? Every business has a reason behind its existence – to earn profit by attracting and engaging as many customers as possible, but how do you attract customers? Through marketing what you sell.
The modern-day era is a digital era, where social media has strengthened its grip all over the world and in all aspects of life. So, if you want to market your business online, content marketing is definitely the key.
What is Content Marketing?
Content marketing is a free tool to attract your customers by providing them with appealing content about your business.
Content marketing is not a new concept however, the practices have changed. The contemporary approach to content marketing includes:
✔ Newsletters and News Feed (RSS)
✔ White Papers and Reports
✔ Case Studies
✔ How-to guides
Content Marketing Strategy
Just like every other phenomenon has its own strategy to reach the desired goal, content marketing has, too. It is an art of converting your prospects into paying customers and attracting existing ones into loyal buyers.
Create Customer Personas
The step requires extensive research about target customers, and when we say extensive, that means to have information beyond their demographics – behaviour, attitude, buying cycle, need, motivation, and goals. What this will do? Extensive research and a strong grip on insights about your customers’ need will help in structuring your brand accordingly.
One of the four phases is attracting strangers to visit and get to know about what you are selling. This is the first phase to say, but it is a challenging one because this is where you need to be creative and selective with what words you use to attract them. The question here is, How would you get more traffic to leverage your business in the initial phases? Through choosing the right social media channel. What’s the point when there is no one to listen to your remarkable content; therefore, it is necessary to sort out your targeted set of audience to share your content. The next step comes where you need to be wise with your selection of words. Research what is in the trend within your domain and write SEO-optimized blogs to let people get aware of your brand.
Convert in to Sale
You are at the point where you have already converted a good amount of traffic to visit your site. Now comes the second phase – the conversion phase. The strategy here varies from business to business. There’s always an opportunity to engage your customer and drive them down the purchasing road.
Know Your Customers
The first and foremost priority should be your visitors’ needs and wants. Research about all of the potential problems because when they’ll browse, they would look for the handiest solution to their problem. Communicate with them as if you have the best feasible solution and you actually care about the problems.
Work on landing pages. It is the best option to increase conversion rates. A landing page is particularly designed to interact with a visitor. In simpler words, it is a standalone webpage where a visitor lands after clicking an advert; however, keep in mind that it is different from a homepage, and it is specifically designed with an objective of Call-to-Action (CTA).
Use Web Forms
One of the many best ways to generate leads is through web forms. It is a webpage where you get contact details of your potential customers. This way, you can get contact information in return of a free subscription of newsletters, free tutorial or trial, and much more, for future business with potential customers.
One of the important phases a marketer has to go through is lead generation, and after that, comes converting lead into actual, paying customers. Few things to keep in mind:
- Never make your leads wait as their curiosity and interest fade away in less than a minute.
- All leads have the potential to convert into sales, so there’s always an opportunity. However, there is no need to be pushy – be patient. Send emails, newsletters, messages to remain in touch with the prospect, and let them decide.
- Be efficient in reaching out to potential customers.
When a customer is delighted after building a relationship with your company, they promote your brand, and this is where they become your brand promoters. However, this is not always the case – you might have to encourage your customers to become promoters.
1. Encourage customers to promote
Engaging and smart content is the key here. Engage with your customers and make them realize that you are the best among all. Once you build a relationship with them, try to engage and encourage them towards sharing your brand. Referrals and feedback is the cornerstone of a brand’s reputation; therefore, ask your customers for honest reviews.
2. Plan Events
Not only events are a great way to socialize but are also effective to leverage your business. Events can help you reach a larger set of your audience.
3. Giveaway Special Offers and Gifts
Customers love to get free presents and special deals. If you want customer loyalty, send away free gifts, occasionally, so they feel a sense of connection and would definitely come back to you.
The key takeaway here is that sales is not the only motive behind a business’ existence – satisfying customers is. Yes, this goes the other way around to the same point – making money through customers’ satisfaction. However, it is more important to build valuable relationships with people who can help your business in future.