According to the North American custom research 'Roper Poll', 80% of business decision makers prefer to get company information in a series of articles rather than an advertisement. 70% say content marketing makes them feel closer to the sponsoring company, while 60% say that relevant content helps them make better product decisions. What if your customer looked forward to receiving your marketing or better still requested it? What if when they received it, via your website, email or print, they felt more informed and filed the material for future reference rather than discarding or deleting it? It's this shift in mentality from pushing to assisting your potential customers that can really make a difference in the long term.
By finding out what your customer needs to know and then finding a way to effectively present information and help related specifically to that need, your brand can become an ally rather than an adversary and your messages welcome aids as opposed to unwanted sales noise. Through developing systems that monitor and obtain feed back it's possible to discover the perceived value of your product or service and modify the content of your messages accordingly. Through delivering engaging, relevant and helpful content your brand slowly becomes a trusted and approachable advisor and consequently much more likely to be considered when any purchasing decision is made.
The growth of social media, online search and link building have provided the basis for a new type of low cost marketing feedback that can give powerful insights into the minds of your target audience. Through listening to and understanding the desires, opinions and concerns of a community that uses your product or service, you can directly address issues and share branded information that again reinforces the concept of your business being helpful, as opposed to annoying. Inside as opposed to outside, friend rather than foe.
The power of Facebook's 'Like' button is something that anyone building a brand in today's marketplace needs to be aware of. A study by global information company Neilsen found that an ad within a social context upped it's recall rate by 10% as well as increasing both awareness and the intention to buy. Facebook marketing offers a way for luxury brands to form a trusted, two-way dialogue with affluent consumers and gain loyal followers by optimizing this social endorsement. Over time this can lead to a fan base with greater loyalty than one built through paid search or digital banner advertising. Once again content endorsed in this way is veiwed as trustworthy because it is based upon the opinions and recommendations of peers. Informed as opposed to 'sold to'.
In these times it's vital to make your marketing budget work as hard possible and build your brand as a trustworthy and personable partner to your prospective clients and customers. Presenting the right content correctly is key to acheiving this aim. Call us for an informal chat or drop by our Tunbridge Wells office soon and explore some of the ways in which we may be able to help your business.