‘Content marketing’ is the new buzz word in the world of marketing, advertising and selling and relates equally to promoting Business to Business services as well as Business to Consumer sales. The theory is that ‘content marketing’ is a far more effective way to engage customers than offering them flashy, ‘in your face’ traditional ‘buy buy’ advertising.
So – if you are an Organisation working in Construction or Property who wants to get their message out there but is worried that ‘we haven’t got anything interesting to say’ or ‘we haven’t got any new projects to talk about’ – you need to think about the following: Stop Telling People what you have done and Start Helping!
The fact is: You can create brilliant, engaging content that appeals to your customers if you focus on helping them, rather than making sales or merely telling people what you have done recently.
You want your prospective customers to keep wanting to receive marketing information from you because ‘actually its quite useful’ and ‘I might learn something relevant’. Don’t give them a reason to hit that ‘unsubscribe’ button!
How to make your marketing messages speak to your customers
Tip 1 – Find out your customer’s needs
You talk to your customers all the time and keep abreast of market drivers through the media. Work out what the key issues are that currently effect your customers. Carrying out regular customer reviews and keeping up with your Business to Business meetings are crucial to make sure you are in touch with what you customer’s challenges are.
Tip 2 – Link Customer Needs to Useful Marketing Content
Now that you understand what your customers issues and problems are, you can set about creating content in your marketing that will resonate with those needs. Don’t forget that this is a stage by stage process and you need to create a circumstance where a new customer will say ‘that’s interesting, tell me more’. Your customers will desire specific information about their circumstances, and eventually, they might have a problem that your company can solve!
Tip 3 – Market Your Marketing
You need to put your content everywhere that your customers might find it.
Think about how you communicate and gather information and then ensure your Organisation is promoting itself in similar medium. Also – think of it as a ‘generational thing’ – but you need to be aware of where a lot of your younger (but still influential) customers go for their information and to keep in touch with their Sector. Make sure you are there too!
Tip 4 – Make ‘Helping’ a Step in Your Marketing Strategy
Change is inevitable. A customer’s needs may be different tomorrow than they are today. In addition, new technologies open doors to new ways of helping. People change. Technologies change. You have to keep adapting.
Follow these tips, and why not think about creating a great Newsletter with fabulous images that captures interest and you will be on your way to developing sustainable relationships with a whole host of new customers.