We live in a day and age where digital users have become too savvy for simple marketers. Rewind a few years: Online campaigns that could target individual behaviors or audience groups were a marketing revolution.
Nowadays, savvy users are getting bored with smart marketing strategies. In a data-centric world, customers have got the feeling that collecting data is an excuse for further targeting. As a result, data-based marketing campaigns can fail to impress.
When customers don’t respond to your marketing efforts, you need to go back to the drawing board. Using data to target users is not an option anymore. First of all, companies have made customers’ data their core marketing tool. As a result, your campaign is likely to feel like any other marketing campaign that uses data.
Instead of making data your targeting device, it’s time to reverse the roles. Businesses need to be the ones sharing data while customers can absorb and choose. In other words, rather than building your digital presence on data collection and tagging, it could be a bold move to use data creation and sharing.
Indeed, using your digital presence as a platform to share data with customers is about changing the pace of your marketing campaign. Educating customers to your brand, products, and market by sharing data – aka knowledge – can help with marketing-savvy customers.
Ultimately, people want to connect with brands that understand their needs. Putting your knowledge first is about proving your worth to your audience, BEFORE collecting their data. Here are tips to market while educating your potential clients.
Build a Solid and Informative Web Presence
It’s common practice for businesses to consider building links, both inbound and on-site, to improve their SEO ranking. Smart linking is integral to your digital presence. However, you can change your perception of links and focus on the creation of an information path. Useful links coming to the website will still carry SEO weight in your ranking factors.
Using SEO reports to discover which changes are required can point you towards far better outcomes. The ranking algorithm changes over 500 times per year, which is why you must stay on top of it.
However, putting your audience first transforms your linking strategy. Indeed, helping customers to understand innovations in your market might require linking to external websites. In SEO marketing, this is called inbound linking.
Inbound links can promote your expertise and search engine indexing. But they can also share knowledge with your customers, which means putting their interest first. Similarly, improving the internal links on your site also helps your customers build a better understanding of your brand.
Go Beyond Marketing
Marketing campaigns are designed to inform users about your products. However, they should also encourage a positive reaction to the brand. Still, your ads aren’t the only way to generate good vibes. So, if you can achieve the same goal through external methods, you should be willing to take advantage.
Consumers will now judge a brand on many different factors. Therefore, adopting an eco-friendly approach to operations can pay dividends. Likewise, supporting local causes or helping the community can have a big impact on brand reputation. Furthermore, this approach will encourage customers to tell friends and relatives about your good work.
Brand reputation alone won’t sell your products, but it can encourage users to pay more attention to your items. As such, it is an important feature that can improve your marketing game with instant and lasting results.
Show, Don’t Just Tell
Whether you’re launching a new product or sharing your latest news, using video production services is a favorite among marketers. Videos record the highest engagement rates in digital marketing. But, if you think about videos as an educational and informative tool, you can improve your playlist dramatically.
Indeed, sharing knowledge about the latest market trends or how to set up a product is an excellent way of showing your customers that you care about them. Tutorials are especially useful; they maximize product satisfaction for customers and reduce costs and delays on their end.
They encourage users to feel more confident about their purchase too. The indispensable know-how you share means they can tackle more challenges on a budget.
Write Real FAQs
FAQs are a favorite marketing tool to push promotional content and branded keywords. Many companies use their FAQ page to promote their brand, which leads to marketing-loaded content. The truth about FAQ is that customers don’t need marketing content.
They want a clear and straightforward answer to their queries. Improving the page content to share meaningful and purposeful content can be a game-changer. Instead of building a marketing list of the top 5 or 10 questions, using FAQ as part of your information architecture can help customers.
While it is tempting to dump branded keywords and preferred search terms in the FAQ section, writing for your audience means keeping things short, digestible, and useful. Nobody wants to reach artificial phrases that serve only a keyword count.
Repurposing Remarketing for Knowledge
Remarketing is a digital marketing strategy that requires data tracking and audience segmentation. A typical example is when an eCommerce shop follows users and displays an ad showing a product they have viewed on the site. Remarketing campaigns are detrimental to boost conversion rates.
However, savvy users tend to see commercial intention and ignore the ads. Instead of using remarketing to sell, you can use it to inform. Indeed, you could display ads to users who have read specific content to suggest further information about the same topic. Similarly, remarketing could also become a tool for an informative emailing campaign.
‘We’ve seen you read about content X. Did you find what you needed? You can read more about X here <insert links>’
Sharing knowledge with no incentive to buy can boost your brand reputation.
Make Your Chat a Content-sharing Ally
Online chats are a favorite to provide support online. Whether the company uses a bot or a real person, the typical use for a chat is to move the customer further in the sales funnel. But instead of using chats as a conversion and customer service tool, it could become a platform for knowledge.
For customers who are looking for information about a product, the chat can suggest pages and videos. Using a chat as a tool for education also means that it has to be able to share links to external sites. Indeed, keeping customers on the company site is only helpful if you can answer their questions. However, if you can’t, it’s unlikely the chat window will convert.
Create a Blog that Shares Your Expertise
Blogs can offer insightful content about the latest trends in the market. For marketers, blogs are a space where they can tackle the latest keywords without needing to create a new page on the site. Using blog posts as a platform that guides customers and shares tips and best practice ideas is a no-brainer.
However, when you put your audience first, your blog content is less keyword-focused. Does it affect your rankings? Yes, but it also boosts your presence if you address relevant topics.
Thinking about your digital presence without putting your marketing goals first can seem like a mistake. But in reality, if you focus your attention on educating your audience, you are more likely to maintain your marketing performance. It’s essential to change your priorities. Ranking positions and metrics are a helpful way of monitoring growth. But they should not be a goal per se. Helping your customers is your top priority.