What’s It Worth?

Generally speaking, the primary goal of advertising (as well as sponsored content) is to influence customers to purchase a company’s products or services. Content marketing takes things a step further by offering value to customers in the form of knowledge, support, or even amusement. In other words, the value offered is content marketing’s strongest selling point. This strategy allows a company to begin fostering a relationship with their customers that is based on trust, which will ultimately help create a truly faithful audience.

Stretching Your Dollar

There’s no doubt that quality advertising is a form of marketing communication that is here to stay as it works well to produce an ample number of leads. However, content marketing is far more affordable than advertising. In fact, according to Zerys Content Marketplace, content marketing is 62% less expensive than traditional marketing all while generating three times as many leads. Even though spending a quarter of a company’s marketing budget on content marketing is considered the norm, even allocating a narrow percentage would be a highly valuable investment for any business.

In Content We Trust

As mentioned previously, creating quality content helps establish a foundation of trust between your brand and your audience. The key to doing this successfully means going above and beyond selling the product or service. Rather, you need to shift the focal point from promotion to information about the company’s offerings. As an example, a home remodeling company would be wise to post relevant articles online, such as “2022 Home Remodeling Trends” or “What to Look for When Hiring a Contractor.” These types of topics not only genuinely interest the audience, but also directly relate to the services the company offers without the use of outright promotion. Moreover, 61% of consumers are more inclined to purchase from a business that produces personalized content, according to Zerys Content Marketplace.

Web Traffic Report: It’s Bumper to Bumper!

Originally, the main reason people visited a company’s website was to make a purchase. Nowadays, people have another reason – blogs. Blogs have become more commonplace on company websites. When they are posted regularly and offer consumers relevant, valuable information, you can substantially increase your website traffic in addition to expanding the length of your average visit time. Remember to incorporate plenty of applicable keywords when writing your blog posts as well as promote the blog on your company’s social media pages.

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Slow or Inattentive Customer Service

Nobody likes to be ignored, and in today’s socially-connected world, a customer who feels ignored or unimportant can very easily share their frustrations with countless others. Not only are customers likely to leave your business and never return, but also negative online reviews can seriously damage your brand’s overall credibility with consumers.

Over-Promising and Under-Delivering

Research shows customers are often willing to pay a bit more if it means they will be receiving a premium product or service. The problem arises when a brand fails to deliver a product or service of the expected quality. Make sure your company is providing the level of service your customers believe their money warrants.

Ignoring Your Customers

It’s also a bad idea to act overly detached or disinterested in your customers. Consumers want to feel important and cared for. While you shouldn’t pester people after they make a purchase, try to make a connection with them and start a conversation. Word-of-mouth marketing requires connecting with the right influencers for your brand, so a follow-up message asking customers about the quality of their experience is a good idea.

Treating Some Customers Better Than Others

Showing preference for one type of customer over another makes sense for some businesses, such as airlines and their frequent flyer programs. Generally, however, providing perks for one group of customers and not another is an easy way to end up being disliked by the group that doesn’t receive the perks. This means your business should be treating public figures exactly the same as John Doe from down the street.

Failing to Provide Human Interaction

Customer service often ignores the second word in that phrase: service. Customers who call a customer service number expect to be helped, so when they end up talking to a machine telling them to “Press 1 now,” they end up frustrated. One of the easiest ways to lose a customer and make them have negative feelings towards your brand is to make them feel helpless when they have an issue with your product or service. Try your best to offer 24-hour support that will actually help your customers solve problems.

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