In the world of online marketing, the goal is to help potential customers find your company and then build a strong relationship with them that leads to sales. Compelling content that is optimized to help your business rank high on search engine results can be one of the most cost-effective strategies to bring in those leads. Your content—articles, social media posts, videos, podcasts, eBooks and so on—should be interesting and relevant to customers, positioning your company as an industry leader and a trusted adviser. We have to be genuine and our content has to be of value to customers. When it comes to online marketing, content really is king. The following are the tips to create a great marketing campaign to attract customers.
1. Watch and learn
Look what others are doing in your industry both locally and around the world.
- What kind of content do companies create?
- How do companies like to use blogs, social media, e-newsletters and videos to create engagement with customers?
- What strategies do they use to turn content traffic into leads?
- What strategies could you use to differentiate yourself in this space?
2. Figure out what your customers like
What type of media is most appealing to your audience? What expertise do you have that could be turned into the content? For example, an auto dealership could develop a blog and a series of simple videos offering car care tips.
3. Do an inventory
You don’t have to create all your content from scratch. Look for existing content in your business.
You may be able to effortlessly revise and use existing articles, brochures, presentations and client success stories.
4. Be strategic
You should develop a content strategy to bring the customers and tell your company’s story over time. As part of the strategy, make a schedule for publishing content on a regular base and be disciplined about updating it. Don’t just randomly throw things out there when the spirit moves you.
5. Find a content champion
Online marketing isn’t a sprint, it’s a marathon. It takes time to build an audience. That’s why it’s important to find someone who has a passion for your content, a knack for producing it and is committed for the long haul.
6. Avoid hard sales messages
Remember you want to engage with people and build relationships. A flogging product is a turn-off.
7. Encourage audience contributions and feedback
Ask your fans to post comments, stories, photos and videos on your website and social media pages.
8. Build a fan base
Make sure your team learns and applies search engine optimization techniques (SEO) to increase traffic to your site. You can also engage and retain followers by conducting online surveys and holding contests. Contests should be designed to appeal to people who are genuinely interested in your business, not just looking for a freebie.
9. Put a human face on your business
Use photos and videos to give people a peek behind the scenes at your company and events. Research indicates that photos and videos create more audience engagement than plain text articles.
10. Have fun and be imaginative
Look for something unique to offer. You never know, it just might go viral.
The above-given points will surely help you to build a marketing plan that works for your business. Merge with us to identify your ideal new customers and use direct response marketing to attract customers.