CONTENT MARKETING
It’s an old and incredibly effective marketing practice with a new name – Neosoftsol is actually the third name we’ve seen it promoted as in our careers. First it was Pull Marketing vs. Push Marketing. Then Education-based marketing. Then Inbound Marketing and now simply called Content Marketing.
Neosoftsol’s philosophy is centered around educating consumers rather than selling to them, with the belief that people are more likely to buy from someone they trust and like.
Content Marketing is a strategic approach to marketing that involves creating, publishing, and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. The goal is to provide helpful knowledge that establishes credibility and fosters trust over time, making the company the most likely one that the audience will buy from. This approach involves identifying the customer’s needs and presenting the information in various formats.
What are some strategies for attracting users without interrupting their user experience? Without annoying them? What if you want to attract users to relevant information related to your product? You can with Content and Inbound Marketing! In the form of blogs, videos, podcasts, infographics, quizzes, ebooks or slidedeck presentations.
Here’s an example.
You own a beauty clinic in Toronto.You aim to draw in customers for facials and skin care services without bombarding them with intrusive advertisements. Instead, you create a guide called “How to Get Rid of Your Acne,” which includes opinions and tips that really worked for professionals and consumers to get rid of their acne. By understanding the target market’s needs (pains & problems they want a solution for) and offering to share valuable information at no charge, you’ve just created what’s called “clickbait,”An intriguing content morsel that entices users to click for further information.
You have created a valuable piece of content for the consumer. You appealed to their needs, emotions and insecurities and gave them valuable solutions to resolving their acne for good. When a guide is helpful and valuable, it fosters trust in your brand. By educating and adding value, you are effectively practicing content marketing, which revolves around educating the consumer and adding value to gain their trust
How can Neosoftsol provide valuable and appreciated content to potential customers? Consumers are willing to receive marketing content if it is informative, educational, adds value, or offers something for free. Therefore, Neosoftsol should consider what they can give away for free that their potential customers will find valuable.
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Here are the steps we usually follow:
Educating and Adding Value is part of the initial stages of a consumer purchase journey. You created content to lure in consumers and they clicked on your relevant content.
Lure Them in Further & ASK FOR THEIR EMAIL. They are already interested in the content you gave them. What about a free promo code for one of your products or additional guides or white papers that further educate them (while building trust in you)? Now all you need is to grab their email address and get them to subscribe to your email marketing or social media channel. Allow consumers to give you permission to add them to your mailing list to send out relevant content and once-in-a-while promotions. Let them know they can unsubscribe whenever they want to. (email marketing, inbound marketing, permission-based marketing).
Regularly & Respectfully Engage with Your Email Subscribers- warm leads/ engaged audience/interested audience. You have a list of email subscribers in the palm of your hands. You can strategically craft emails catered to their needs and wants. Consider the first email you sent to them and why they were engaged in that initial piece of content. They wanted a solution to one of their problems and you provided that. Now, you can relay relevant information, content that educates and entertains, and carefully crafted promotional offers. They may not be in the buying mindset or stage, but they trust you, like you and feel you respect their “INBOX”, so they stay on your mailing list. Warmed, nurtured leads who know you, trust you and like you are 6 x more likely to become a paying customer than a brand new prospect.
Be Social and Broadcast Content Everywhere. If you’ve created relevant content you want to share it everywhere. If it’s engaging and relevant users are likely to share it across social media channels. Even promote it as sponsored facebook posts or ads.
What you’ll see happen?
- MORE SITE VISITS
- MORE LEADS
- MORE FOLLOWERS/ FANS
- MORE REPEAT BUSINESS
- MORE REFERRALS