Imagine you are a girl and you went on your first date with a promising young man. However, instead of a romantic evening and pleasant communication, we spent the whole night listening to the stories of your partner about yourself. He did not ask you a single question and never took an interest in your opinion. In your opinion, can he expect a second date? If he is not the most interesting (and probably the only) person on Earth, he has almost no chance to see you again.
So why do so many companies and entrepreneurs behave like your overly chatty and narcissistic companion? They create content in which there is more bragging and boasting than useful information for consumers. Therefore, it does not matter whether it is the first date or the first contact with potential clients, you need to build two-way communication and be ready to give something in order to receive something.
Your content should encourage dialogue and provoke heated discussions. Successful achievement of this depends on a large number of factors, but two-way communication is the core for all strategies of interaction with consumers. Your brand must learn to "give and receive" in order to engage consumers in the conversion scenario and turn interested consumers into regular customers.
Excess bragging kills ROI
Most companies are afraid of content that does not directly speak about their products and services. They think that he will not be able to influence leads or sales in any way and will only advertise competitors.
However, using only promotional materials or advertising content, you will not be able to create a strong content marketing strategy. Selling materials are needed at the end of the conversion scenario, when customers are almost ready to buy. Here you can already strengthen your message with calls from the category "Look at me", "Buy it" or "Make a decision now." However, this is only part of the content marketing strategy. Most entrepreneurs do not understand this and are trying to immediately get consumers to make a difficult decision for them. In this regard, all the content becomes too "selling", it seems an advertisement or outright brag, and not a solution to the problem of the consumer.
First of all, marketers should look at the sales funnel to compile their publication calendars. A website or blog should have a full cycle of materials to ensure each stage of the conversion scenario, guiding consumers from first interest to purchase and commitment.
Industry news, infographics, webinars, blogs are great tools for engaging readers in the dating phase and exploring your company. Here you also need to avoid self-promotion, as this may cause rejection among consumers.
Imposing services and goods has become ineffective
As a marketer, you must be very careful. You can no longer ring the doorbell to customers and throw your advertisements on the threshold in the hope that successful engagement will occur and you will make a sale.
When a person wants to understand something, he turns to an expert. He does not want in response to his search request to receive a series of advertising messages about what a cool company he was lucky to meet, and why he should give all his money as quickly as possible.
Using selling or promotional content at the very beginning of customer interaction is one of the biggest misconceptions in content marketing. You can't just drop some content and expect people to get involved. You are mistaken if you think that starting a blog is the essence of content marketing. You are mistaken if you think that advertising messages are suitable for all channels of interaction with consumers.
If your blog concentrates daily only on the fact that you are unreal cool, hardly anyone wants to read you all the time. If in the title you write: "5 best places to visit in Paris", and in the text information only about your tours and the advantages of buying from you - do not expect that you will get interested customers.
Here is the harsh truth of life - your content can not only involve people or leave them indifferent, but also annoy, make a negative impression and reduce the credibility of your brand and your products.
According to a survey conducted by Netline Corporation, outright self-advertisement is the cause of 43% of failures among consumers surveyed. This figure exceeds only the percentage of excessive demands for download - 50%.
What is the inflated demands? Make a landing, offer your customers a free book and make a capture point with 20 fields for filling in customer information. (The guys from Netline did something like that, which is at least strange). Look at her conversion percentage — the number of people who still downloaded this book, including their mailing address, mother's maiden name and credit card number. And conclude that it is not necessary to complicate your customers life in pursuit of obtaining personal information.
Understand that content marketing is not self-promotion. This is the creation of trust. This is a demonstration of expertise and excellence in the market. This is to help your customers, providing useful and relevant information, solving their problems, answering their questions.
If your blog is filled with product descriptions, self-promotion or selling messages, you need to revise your publishing plan (if any). As fast as possible. Because the longer you last, the more consumers leave you.
And besides the publication of promotional content, which undoubtedly helps to close deals, there are still important goals that also need to be kept in mind. For example:
- Improve SEO and drive more organic traffic.
- Increase involvement (time spent on the site, the number of pages visited, etc.)
- Attract / nurture leads
- Improve customer trust and commitment
- Achieve market leadership and consumer thinking
Suppose you need to attract traffic, become a market leader, prove your expertise and increase your subscription base (by the way, the ultimate goal is still selling products and services). In this case, you can supplement your promotional and advertising materials with news reviews on your niche, as well as a series of articles that solve the key problems of consumers in this industry. These materials will allow your consumers to be aware of the best deals in several price segments. Consumers can get an idea of the key benefits of your products in comparison with other products and services on the market. First, useful information, and then they will be ready to study the proposal.
And you should always tell the truth. This is the advantage of content marketing. You do not hide that there are other good products in your market. Some of their features are better, some are cheaper. However, your products and services have unique advantages that make your product very useful and very desirable for consumers. Let consumers decide for themselves, without imposing a choice on them or loading them with excessive selling intrusive messages. So you earn trust.
If you do not give useful information to your consumers, someone else will give it. Do not be afraid to talk about yourself and your achievements and products, however, remember that no one loves one-way communication. Do not try to deceive consumers by presenting advertising content as informative. Do not attempt to shove a selling module at the end of an informational review. Readers are not fools, they will understand everything at once, and you will lose confidence.
Instead, build harmonious relationships based on the balance between receiving and giving. Be that “cool guy from the first date,” and offer your consumers something that they will benefit from or benefit from.
Ready to change your strategy today?
Start thinking strategically, publish content that inspires, entertains and informs your audience. If you can incorporate useful content into your content marketing strategy, over time you will be able to win or regain the trust of your consumers. The trust that gives quality leads and sales.
So, now is the right moment to stop open samo-PR.
On your marks! Attention! Marsh bring benefits!