In a post published on Top Rank Blog titled 21 Digital Marketing Trends and Predictions for 2015 most authorities in the Internet marketing industry say that content is going to be big this year and will continue to flourish in the coming years.
Be it known that content has been and will forever be a big chunk to the success of your marketing campaign. If you are looking to attract prospects, convert them to loyal customers and keep them coming back – advertisements are outdated and ineffective. You need a killer content marketing strategy.
With smart content marketing and winning social media tactics, your business will no doubt rein the first pages of search engines. Content marketing and social media go hand in hand –together, they are a powerful marketing tool that can boost your business threefold. Content is currency. Work hard on the efficacy of your content but don’t forget to focus on relationships.
How does content marketing work? While advertisers interrupt people’s attention with ads, we learned that content marketing does the opposite. Content attracts customers using valuable, relevant, and compelling content delivered consistently. With it, you establish connections and gain people’s trust which eventually will lead to sales.
Content can be anything from a blog post, podcast, or web video. You produce your own content. You should position yourself as author in your niche or industry.
Where to start with content strategy?
First, find out “who is your target market?”
It is essential to have a sound understanding of whom you want to communicate with:
• Set an objective
• End result
Once you know your industry, you can build an editorial plan around it using tools and tactics that would boost your content. The key is consistency. Most businesses fail because they stop producing content. Content is a promise to your customers, keep it.
“If you build a loyal audience, magic can happen in the business” says, Joe Pulizzi in his podcast via Social Media Examiner.
1. Attract Prospects – People seek solutions. Your objective is to create awareness and define the solution that meets the customers’ concern especially when making a buying decision. Successful brands and businesses use social networking platforms to communicate with prospects and direct them to the material or product that provide answer the customer’s needs or concerns. To do this effectively, you must craft informational articles.
People through social media are constantly curating, sharing, and consuming high-quality, and insightful content.
Another way to get your audience’s attention is through raising awareness of your services or products through educational or training webinars or seminars.
You can demonstrate your expertise through informational webinars and seminars while providing the audience the information they need during the research phase of the buying process.
Note that: Discussions about your services and/ products begin within social networks however you may encounter the need to add additional content to support a thought. Ensure that those communicating with prospects via social media are aware of the resources your business has available for prospective customers.
2. Convert Audience to Customers – The second question people ask during the buying process is “Which is the right solution?”
Businesses that effectively convert prospects to new customers via social media produce and distribute content showing proof points. Content that meets this goal shows that your solution provides a higher and more reliable value than other solutions.
To do this effectively, a great promotional tool and tactic would be the use of an explainer video- where you can show off your product or service to potential customers with great ease and enthusiasm.
Another piece of content that builds the type of trust that closes that sale is the case study or testimonial. This type of content proves that customers have had success with your solution.
Last but not the least, content that converts leads into sales is white papers. For Business-to-Business marketers, white papers are a must-have content used by prospects to assist them in their decision-making.
Note that: Creating content that provides proof that potential customers are looking for before they decide to spend their hard-earned money. Don’t forget the importance of distributing content to social media channels.
3. Maintain Customer Relationship – Finally, the last question that pops into a buyer’s mind is, “Am I happy with the decision I made?”
This time the goal is about retention and referral. Businesses effectively use content and social media to keep customers happy and coming back for more. Support documentation is one example of content that does a good job at retaining customers. Another type of content that successfully boosts customer loyalty is a documentation of best practices.
While the case study is meant to convert prospects to customers, it is also used to retain customers because of the guidance it provides to existing customers.
Note that: We’ve all learned that it’s easier to keep existing customers than to find new ones. Leverage content through the good use and smart practice of social media and content marketing as a customer-solutions and services tool to increase satisfaction and referral.
Content Marketing and Social Media are two hearts that beat as one. Without the other, one will lack its sense of purpose and fall short of efficacy.
Social media platforms like Facebook, Twitter, or LinkedIn are not always a prime spot for conversations. To attract, engage and convert your audience, content marketing and social media hand in hand should be part of a flawless marketing, sales and customer-service blueprint.
Whatever your niche, your customers are active in social media. Make sure you have a well-calculated content marketing strategy and support your social media team with the information they need to distribute the content that solve your markets’ concerns and needs.