Today, everything is about choice. This is why passive marketing is no longer effective as it once was. The Internet has changed the marketing landscape from passive to interactive, where customers always have a choice and they pick and chose what marketing content they want to consume.
Which means, you as business need to fundamentally change how you communicate with consumers. You will see direct results of how much of attention you pay to your customers and potential customers on your bottom line.
The birth of ‘skip ads’ was the start of the slow death of traditional marketing that used to dominates consumer attention. No one sits through repetitive ads. Now, customers select what they see, when they listen and what they experience. Which means, as a business, you need to market your product through content that is worth their time. This is why your marketing strategy has to be centered on your audience. You need to know who your customers are, what makes them tick and why they buy.
Content is an investment to build credibility and sell the brand, without selling the product. Today, every digital marketing platform allows for laser targeting audiences, all you have to do is create content that is valuable, reliable and impactful to each one. To make quality content, you need to understand your audience; their behavior, profile, pain points, preferences, needs and wants.
Your content doesn’t have to be glamorous.
Choice of what marketing content they consume is so important to customers, they are ready to pay a premium price for it.
To get through to your customers, improve your sales and encourage repeat purchases, you need to have a data-driven visualization of your ideal customer and deliver hyper-targeted content within a customer centric marketing strategy.
Your content could center on tangible solutions and thought leadership. Tangible solutions give actionable advice that customers appreciate and that will help them deal with their immediate problems.
On the other hand, thought leadership is about developing content that gives solutions for the source of a future problem, without the pushy sales messages. Thought leadership is not about treating the symptoms. It is about identifying the cause and the cure and sharing it as specialized expertise to accelerate market influence.
For example, if you are a baker, you can share videos of your piping techniques, frosting methods, how to double recipes etc., portraying your specialized expertise, creating trust and making you the go to person for ‘cakes’.
Quality content builds trust, creates relationships and forms loyalty. Is your content doing that for you?