Information is everywhere. While there is a limit to the amount of content that consumers can take in, the amount of information available is still rising in the digital realm.
While this situation challenges marketers, it also offers rich possibilities. Here are eight tools and strategies to help you augment content and effectively deliver it to your target market.
1. Identify Your Audience
Before you can produce content to drive growth, you must know who your audience is. You need to create a buyer persona. The steps to do this include:
- Pinpointing psychographic traits
- Listing demographic characteristics
- Understanding preferences
Once you have a clear understanding of your target audience, you can focus your marketing efforts on this section of the buying public.
This type of promotional precision not only increases the chances for click-throughs and conversions, but it also helps you stretch your advertising budget.
2. Foster Customer Connection
A cost-effective but valuable way to make the most of your content is to build a bridge between your company and consumers.
Your digital marketing strategy should include at least one social media platform and probably more if you want to reach a more significant percentage of your audience. Social networks are the perfect venues to foster relationships with the public.
Consumer connections are meaningful because they help you grow your business and develop a personalized online presence. There are multiple ways to do this:
- Respond to customer comments promptly.
- Answer customer questions clearly and thoroughly. Consider publishing a question-and-answer video or blog post.
- Provide useful information that educates.
When customers feel you genuinely care about their concerns and queries, they are more likely to follow you and buy from you.
3. Repurpose Existing Content
Repurpose content for all your digital channels and refuse to let it go stale. Strategies include:
- Examining old facts and adding updates or fresh insights
- Exploring previously covered subjects with more depth
- Saying the same thing from a new angle or another communication medium
Another effective way to recycle content is to develop what your audience likes by publishing an “evil twin” piece.
For example, if your original article tells people how to do something, the evil twin could list three mistakes people commonly make when doing it or the single biggest mistake usually made.
4. Pull Influencers into the Mix
Adding influencers to your digital marketing strategy is an excellent, cost-effective way to amplify your promotional reach.
Influencers can help you build brand awareness and strengthen your digital presence. These people have established bases of loyal followers who respect their opinions.
Choose influencers who match your company mission and image and who relate to your niche. Your message will go out to groups of people already interested in what you are selling.
5. Encourage Referrals
In referral marketing, you encourage customers to share your information with others. This strategy creates more leads and extends your reach.
It is easy and affordable because you are using the power of your current customers to contact new potential buyers. There are multiple ways to do this:
- Give customers a code to share with others.
- Give users a special offer.
- Give discounts to users and new customers they bring in.
This method not only helps you widen your customer base, but it also builds loyalty with your current customers.
6. Publish Valuable, Relevant Content
Give your audience information it can use. This may sound basic, but many advertisers fail to grasp this essential but straightforward tenet of effective digital promotion.
Provide your customers with quality content that features original, valuable information. If customers benefit from what you publish, they are more likely to share your content and talk about it online.
7. Research Keywords
Include keywords your target audience uses in searches. There are many analytical tools to help you research keywords and increase your traffic. Think of good keywords as roadmaps that guide users to your content.
8. Retarget Customers
Often visitors to your digital store will not buy the first time. The key to success and eventual conversions is to develop a retargeting strategy. Retargeting focuses on people who have previously visited your site.
While high search rankings are important, great content is the means through which you gain conversions that boost your bottom line.
Digital platforms are ideal for marketing purposes. Combining strong material with proven strategies to widen your marketing reach is a recipe for business success.