With the development of industries increasing exponentially everyday, the competition in every industry is fierce. Everyday we see multiple brands of nearly the exact same product online, in stores and in every commercial we watch. Therefore, how do you win over your customer before your competitor does?
If you want to win this competition and dominate in the market, your company and marketing managers have to pay more attention to your communication messages in order to target your customers more efficiently. You have to produce more interesting and attractive marketing content. If not, while stumbling around the internet, reading articles or various online marketing info, your customers will buy from someone else because they:
- Can’t understand who you are
- Your packages aren’t clear, so they don’t know why to buy you
- Don’t feel like they can trust you
According to Philip Kotler, the Father of Modern Marketing Management, it is important to ensure the understanding of your customers by being clear about who you are and what you sell first. This is reflected within his principles describing marketing segmentation, customer targeting and message positioning. Before you can begin addressing any of these tactics you must first know who exactly your target customer is. There are numerous factors and segments of customers that will affect your marketing including but not limited to age, income, geographical region, and preferences. For instance how you should market to children or young adults is much different than how you would reach out to adults.
Only once you truly understand who your customers will be can you form effective marketing campaigns to pull them in. Then from that point onward every single outlet in which they may see your name or product should be catered to engaging with and reaching out to them.
The most important thing to highlight when creating new content for your customers is why and how you can be beneficial to them. Focus less on the product and more on the benefits, this is what customers connect with more. The key factor isn’t the feature. You could take a mundane feature, give it a little oomph, and it’ll force your audience to take notice. The beauty is that you can do it with any feature. Yes, you’re more likely to be tempted to use the best possible feature, but in reality there is no ‘best’ feature. Any feature, no matter how mundane, can be given the spotlight. What makes the feature stand out is the story behind the feature; the reason why that feature is so very important. When choosing or creating the uniqueness factor for your products or services, you may work long and hard to find something amazing.
As a message creator, here are some tips for you to follow:
1.Take time to to your research
As someone with a background in journalism and academia, taking the time to properly research and learn about my clients, their specializations, and their general industries is paramount to writing successful content. But, how do I define successful content? That depends on the goal I am trying to accomplish with the content. Successful content is that which helps you to accomplish whichever goal you aim to achieve.
- Create and maintain a list of current industry resources.
Take the time to research and put together a list of resources you can refer to for quick information. This can (and will) save you a lot of time in the long run when you’re sitting down to write the next piece of content. It is great to have this information readily available for reference. However, the caveat is that this information must be relevant, meaning that it is still timely and representative of your client or the industry.
- Be thoughtful and creative in your writing
When you’re continuously writing for the same client, after a while it can be easy to fall into the practice of writing very similar content. Ask yourself: Who wants to read the same thing over again? Unless the example is an outstanding novel by your favorite author, your answer is most likely “no one.”
The same concept applies to writing blog posts, eBooks, infographics, and other content. Thinking back to your client’s buyer personas, consider what that idealized person would be looking for in your content. What pain points or challenges are they trying to address? Why should they care about your content? Make sure that your content addresses these concerns while also being interesting and insightful enough to keep their attention.
- Write to your audience
Thinking back to the aforementioned buyer personas, your content needs to speak to them personally. And, according to inbound marketing principles, it also needs to be tailored to meet their informational needs wherever they are in the buyer’s journey. This means knowing whether they are in the awareness, considerations, or decision stage of their journey.
In traditional marketing, this relates to knowing whether your content aims to target prospective clients in the sales funnel who are at the top of the funnel (TOFU), middle of the funnel (MOFU), or bottom of the funnel (BOFU). Inbound marketing flips this approach on its head by instead looking at the process from the buyer’s side instead of your marketing client’s perspective.
Once you decide how to approach the content, you’ll also need to figure out the best way to write it. How are the buyer personas accessing or reading your content? Considering that the majority of people are using smartphones, tablets, and other mobile devices to access the web, that means your content also needs to be suitable for those small screen formats.
In conclusion, without taking the time to research exactly who your best customer will be and what will engage with them most your marketing efforts will be wasted. Every time your customer interacts with your company they need to be gaining something or further understanding the benefit of your company. You will only waste your crucial resources if you don’t take the extra time to create a well thought out marketing plan from the very start of your advertising process.