Good marketing is the ability to influence consumers to buy your products, whether or not they need them then. The type of content you create and the way you put it across during your marketing activities contribute a lot to their purchase decision. You may have a million followers on your social media pages, and your website may be getting immense traffic, but it all comes down to content. If it is not speaking to the emotions of your followers, your conversion rates will always be below average. Create content that influences them regarding how your services and products will solve their needs. If you are trying to achieve this goal by just talking about your products on social media, you may not succeed in the long run. Here are a few ways in which content marketing plays a role in brand loyalty.
Consumers’ interpretation of your brand
The type of content you put across and the way you display it plays a huge role in the way consumers perceive your brand. The customer’s perception may not be an accurate reflection of your brand, so it is your job as a marketer to give your target market content that links the idea of your brand to something that they hold dear. In the long run, it will translate into sales.
User generated content
Consumers shop to meet either goal oriented needs or experiential needs. The goal-oriented shopper will find user generated content highly useful. As a marketer, your goal should be to provide relevant information that can be valuable in decision making. Brands that deliver informative content are five times more likely to influence customers, as product information integrated with user generated content gains credibility.
Consistency has positive effects on consumer behaviour, due to the psychological effects of repeated exposure. If you post something today and disappear for a month, customers will lose interest. Create an editorial calendar and commit to it by publishing on time if you want to build a loyal following. If you are promoting the latest product, create a schedule that dictates the day and time you will post an informative video with giveaways, a promotional blog post and so on.
Consumers are more likely to buy from you if they feel connected to your brand. Instead of posting endless videos and images of your products and services, build relevant conversations that will help you engage directly with your existing customers.
Content marketing should not just be about promoting your products and services. It is more about building a relationship and telling the story behind your brand if you want to build brand loyalty. One mistake that marketers often make is looking at consumers at a sales point of view. Remember they are still human, so find a way to connect to them in the most humane way possible.
Integrating online content with offline
Digital marketing is vital for every business, but you cannot ignore your offline customers. If you focus too much on the online market, your marketing will be one sided. Take into account the offline audience when you are creating your content marketing plan to build a stronger brand.
As a content marketer, it is important to evaluate what the customer may find useful and at what particular period. The type of audience you direct your content to also determines how useful they will find it. Consider the demographics as you create and distribute your content.
If your marketing is not generating sales or driving profitable consumer behaviour, you are not doing it right. Change your strategy by using content that guides customers. Make proper use of videos, infographics, blogs, images, and e-books to influence their purchase decisions. Once you have mastered the content technicalities, an SEO training course will help you learn how to increase traffic through content marketing.