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Smart Digital Content Marketing Strategy Tweaks

Posted by | Content Marketing | No Comments

Smart Digital Content Marketing Strategy Tweaks to Make Now

Whether you manage your own digital content marketing strategy or outsource it to a freelancer or agency, you may be at the point where you know what kind of content works best for your target audience. But the online world is constantly evolving, so it’s important to continue to look at what you’re doing and update your digital content marketing strategy. Here are a few small ways that you can revamp things.

Rethink Your Push Advertising

Online push advertising strategies may include things like video ads that you have to watch before you go to a web page, banner ads, splash pages and pop-up newsletter signups on a website. More and more, these “pushes” are becoming a big turnoff for potential customers. Alternatively, content that introduces storytelling is becoming more favorable. A Forbes article explains that audiences are growing tired of the idea of having content pushed at them for content’s sake. Consumers now crave a story and a reason to give their undivided attention to your content! Check out how Califia farms tells stories on its popular Instagram page here. Another example: Tentsile’s “tent life” visual storytelling here.

Start a #Conversation

Along the same lines as storytelling, some good content marketing strategies center around starting a specific “conversation” and driving awareness. Making content approachable and more conversational has become a successful way of reaching audiences. One way to do this is to create a hashtag movement that allows your target audience to feel as if they are a part of something. These can vary and be anything from activism to consumer lifestyle related. A few examples of this include the highly successful (we’re talking around 6.2 million people using it) #IceBucketChallenge, which brought awareness to ALS, or Lou Gehrig’s disease. #BlackLivesMatter has been used around 12 million times, and became a political movement. A fun example is how the No Your City folks who are producing a documentary series have used #NoYourCity to gain a solid following. Same goes for #WWCamp and #DogsOfWeWork, used by the co-working space company WeWork to engage members to share moments.

Focus on Your Existing Customer Base

There’s often a lot of focus on building your audience, which is definitely a valid strategy, especially for a new business or brand. But an equally if not more important content marketing strategy is customer retention. Instead of constantly fighting for new business, look to your existing customer base. How can you get them back? How can you engage them more efficiently? Is it through a strategic email campaign, social media campaign or updating your website to make it more user-friendly? (We can help you both determine a content marketing strategy and execute it, by the way.)

Need some help getting creative with your content marketing strategy? Read our blog on How to Use Mind Mapping for Content Ideas. Or give us a shout.

Photo credit: UCONN

Get Them Hooked: The Brand Customer Journey Is Key

Posted by | Branding, Content strategy | No Comments

Image Credit: Branding Los Angeles

We are in a landmark year for digital marketing. This is due to the fact that the “new generation” of consumers are far more digitally inclined than the last. Consumers are increasing their engagement with both businesses and brands alike online. With that said, your main focus (ours, too) needs to now be: the brand customer journey! Here’s a quick guide that will teach you what the brand customer journey is and how you can begin practicing this new digital marketing trend.

Define Your Brand Goals

The customer journey is the experience of interactions that a customer has with your business/brand. This journey represents defining moments at the beginning of your relationship with your client.

We recommend defining and simplifying your brand goals right off the bat. Come up with 2-5 goals that help align your focus. If your goals are clear then they will help you find the right messaging to guide your customer!

An example of a company who uses branding to define their customer’s’ journey is: Dove. This company started campaigns that support real, natural beauty for women. Hashtags, videos, social media, and more are used in order to promote their brand across all channels, all while catering to their target audience of women. Though this brand is worldwide, they have managed to make their customers feel as if their products have been personalized for them. This is branding at its finest. By reinforcing your brand with relatable and positive content, you are building a foundation of trust with your customers!

After defining your goals, work on branding strategies that help to reinforce these set objectives. Find ways to best communicate to your target audience. This could be through social media, email marketing, or even meeting face-to-face.

Personalize Brand Content

Customers desire faster and more accessible content. With such an increase in customer-content engagement, there is a need for more personalized content. Customers crave interaction as they never have before!

Successful companies now look to hone in on their target audience’s wants and needs so that they can engage more. Some companies that do this well are:

  • Buzzfeed– This media-based company inputs short surveys at the end of their renowned quizzes asking the consumer how he/she feels about the quiz content
  • Pinterest– This website asks new users to select 5 or more categories that best fit their likes. This helps to personalize individual feeds as well as searches.

By customizing content and obtaining feedback to personalize it even more, you’re constantly evolving and strengthening your customer journey and a personal attachment to your business.

Begin to Build Customer Relations

When it comes to building customer relations, great communication is key! An article on digital marketing trends in BCG tells us that customers are more likely to engage with the products and services of brands that they trust.

Communication begins with their first interaction. Make sure your website, social media, and email content are speaking directly to your target audience. Other strategies include: offering live chats on your website, responding to queries in a timely manner, and requesting feedback from your customers. These practices help to provide a strong foundation for your brand, which in turn will increase the likelihood that potential customers will become more long-term!

Activate Your Brand Customer Journey

Once you have set clear goals and done all of the right research, you are at the stage of activation. As you grow your brand, work to continually optimize your user experience by updating your personalized brand content. You can achieve this by listening closely to your customers. These are all of the right steps needed towards gaining that coveted customer loyalty. Establishing and nurturing these relationships can only help drive your company’s success for the future.

 

As ThunderHead writes: 2017 is the year for the customer journey. We hope that you use this helpful guide to work with your customers every step of the way to ensure customer happiness as well as company success.

Are you ready to start the year off right and build new strategies for your customers? For more tips on how to step up your marketing game, head on over to our blog on infographics!

Ready to spread your message? Contact us!