In the modern competitive marketplace, consumers have the power to bargain till they get the price they desire. Hence you may think that discounts and sales strategies are your best bet when it comes to gaining an edge, but here’s why you’re wrong:
A good content-based marketing strategy drives six times higher conversion rates!
Marketing tools are better suited for long-term positive results than sales tactics. Generating content-led campaigns not only help take your business to the next level, but also generate interest and recognition amongst the public. It’s probably time you put down the sales strategy handbook and hired that digital marketing agency that’s been knocking on your door. This article highlights 5 content-led campaigns to help brands cement a lasting relationship with their customers.
1. User-Generated Content (UGC) Campaigns
User-generated content marketing campaigns create a sense of trust and reliability when it comes to your brand. Why? Because people trust people. Positive feedback and reviews have a bigger impact on business than one would think.
Almost everyone reads customer reviews before buying or consuming a service, making that piece of information the last influencer before a consumer makes a decision.
Thus, adding reviews in the form of testimonials and incorporating them in a content marketing strategy is definitely a good idea.
2. Informative and advice campaigns
How-to campaigns provide consumers with useful information and assistance, portraying your brand’s expertise in the field.
According to a report from Demand Gen, 47% of B2B buyers viewed three to five pieces of relevant content before engaging with a sales representative. This shows that customers look to content in order to make a decision. The campaigns that drive the most engagement with customers are usually user-focused and create a link between brands and consumers. In addition to providing consumers with knowledge, you also create a positive brand image in the minds of consumers with informative content.
3. Competition Campaigns
Competitions can help generate new leads as well as re-engage customers while creating a light edge around your brand.
Competitions usually involve consumers putting in their information, providing you with a whole new list of potential leads to send to the sales department. Unique competitions that provide consumer with initiative may also go viral on social media, providing your brand with enormous publicity. A strong competition campaign can generate increased brand awareness, market presence and customer engagement.
4. Multichannel Engagement Campaigns
The inbox is the best place for your brand communities to thrive, as it creates a lasting relationship which involves loyalty and value. Multichannel engagement allows you as a brand to nurture the image a consumer might have of you and creates an opportunity for consumers to get acquainted with your services.
Lead generation through email marketing can often be termed as annoying to a consumer, but if done right with minimal use of sales jargon, it can transform brand images. B2B lead generation strategies also often involve the use of multichannel engagement campaigns.
5. Re-engagement Campaigns
Re-engagement campaigns help you trim your target market, sparing you tons of money and investment. By looking at data, brands can decide to re-engage only with consumers that showed genuine interest, leading to a higher conversion rate.
The above re-engagement campaign by Ann Taylor resurrects past consumers interest in the brand due to the personal undertone of the message. Re-engagement allows you to tap into the valued members of your community and helps drive results when it comes to business.
To sum it up, content-led strategies are the new go-to option when it comes to growth. Rather than pitching numbers to clients, it’s more effective to directly hit them with relevant content. Engagement and brand resonance with consumers should be a priority in today’s market. If you still haven’t discarded that sales strategy handbook – we suggest it’s high time you do. Instead, it may be time for you to start looking for the top digital marketing agency in India, or use this article to do the work yourself!