If you want to rank favourably on Google, it’s all about creating great content - consistently. Great content marketing is about developing engaging blog posts, ebooks, videos and articles that will draw in your customer. The difference between average and great content marketing is that the “great” stuff keeps your consumer glued to the screen and exploring your website like a curious little kid.
Regular content production naturally boosts your website traffic; your business website will rank higher amongst search engines, and you’ll be organically building brand awareness. Although, the real advantages of content marketing are about fostering loyal customer relationships.
Relationships Are the Key
Blog posts are the ideal way to increase the ranking of your website amongst search engines - we know that. But when you combine them with search engine optimised keywords and phrases, you're likely to see a boost in your website traffic. Ebooks, offer another level of service to your consumer. Ebooks support your customer in educating themselves about your product or service. They’re excellent in helping prospects identify their problem and determine the solution in a low-cost (or free) way.
Studies have revealed that content marketing attracts three times as many leads than traditional paid marketing. That’s the case because, in today’s connected world, customers are doing approximately 60% of their research before talking to your sales team. The modern day customer is educating themselves and to some extent knows what they’re after. They don’t want to be “sold to”. Today’s consumer is looking for information that will support them in making a decision on their own.
Contextual Marketing: Stage Two of Your Customer Relationship
It’s one thing to attract prospects and another thing to keep them interested and engaged. The question is, “What’s the best way to entice buyers in making a purchase?”
Here’s where context marketing becomes your new best friend.
Contextual marketing provides need-specific offers to your customers. It's based on where they stand in the purchase cycle.
Five Advantages of Contextual Marketing
Boost in response rates
A recent study carried out by HubSpot show that 42% of prospects respond to need specific call-to-actions over non-targeted and general call-to-actions.
Increase your conversion rates
92% of global business marketers noted an increase in search engine conversion rates when they personalised marketing. (Econsultancy’s 2014 Conversion Rate Optimization Report)
Customer service satisfaction increase
Jan rain’s 2013 national survey showed 74% of online customers experience frustration when websites display content not relevant to their needs and interests.
Personalised websites catering to your prospects needs are more inclined to boost your customer satisfaction.
Higher sales rate
Econsultancy and Monetate showed personalised marketing to increase sales by 19% through context marketing.
Maximise your marketing
Contextual marketing will be the key factor influencing your content marketing strategies.
Here’s how you can add context to your current content marketing practices.
- Ultimate Client Persona
Who is your ideal customer? What are their needs? What problem do they have? How can you help them? When you know your demographic and who you’re selling to, you’ll be able to personalise your content easily.
Be creative in your approach. Use smart content for various clients. You could engage international customers by showing them that you “Provide health solutions for runners globally”. A link to a BRW YoungRichList case study might appeal to visitors from big organisations. Local businesses within your city or state might see copy that places emphasis on “local” or “sustainable” produce.
- Buying journey stages
Creating need-specific content is one part of contextual marketing. The second part falls to creating content that aligns with where the consumer is in the buying journey.
Use these questions when developing your content.
- What keywords or word searches does my buyer make to determine if they have an issue
- What questions will my customer have when educating themselves around the solutions available?
- What specific information is required for my buyer to decide on my product?
Consider what your potential customer needs to know? When you know the answer to this, you can develop your content and offerings accordingly.
This process isn’t about tricking your customer into making sales. It’s about being authentic and genuine in your approach. How can you be the solution to their dilemma? When you care, they’ll sense that.
- Monitor and leverage your traffic
If a prospect signs up for your newsletter or downloads specific content on your website, you have an opportunity to develop this relationship. You can determine where your buyer is at by the type of content they click through on or download. Knowing this information helps you connect with your prospect in a non-salesy way.
Here are some steps you can take leverage this process:
Follow up with your prospects. Send an email after a couple of days to see if they have any further questions or if you can assist them in some way. They’ll appreciate this.
Why not send your prospect further research around an eBook or info pack they downloaded.
Be mindful of seasonal buying patterns. Consider reaching out to your buyers toward the end of financial year when there may be a budget surplus.
Leverage on traffic workflow by building relationships. Continue to send them content specific information.
Once you’re consistently rolling out content marketing initiatives, be sure to examine how you can adopt contextual marketing into your strategy. Be creative in the way you engage your customers and focus on how you can soothe their pain-points.