Creating Lifetime Customers Through Content Marketing
Creating content might seem like a simple task at first glance, but after working with many clients over the years I can assure you that creating good content is no easy task. The key word being “good.” Many businesses understand that in today’s fast- paced, instant-update era, having an Internet presence is a requirement of business. However, more often than not, business owners don’t understand what that really means. Simply having a Facebook fan page, twitter account, or Yelp! Location isn’t enough to truly impact your business.
Whether you are selling a product, a service, or both, you are doing so for a reason. What’s more important than talking about what you do, is who you are, and why you are. The average consumer doesn’t just give their money away because your message reached them first. This might be the case sometimes, but by and large the most successful businesses reach their customers by identifying with them and providing prospective customers a reason why your business is going to make them feel better. When consumers feel a connection with a business they are more likely to come back a second time. Most businesses who track their churn, or the average life span of a customer will notice that often times you aren’t truly making money off of a customer on the first transaction. When you consider the costs associated with bringing a customer into your store for the first time, their initial purchases usually don’t balance out. You might even say that the first transaction a customer makes with your business is simple a test.
Social networking and content marketing, when managed properly, are the simplest (and cheapest) methods to engage your customers to share your message and ensure the first transaction isn’t the only transaction. Engaging your customers through social media, blogs, and other social platforms allows you to share with your customer on a more personal level to help them understand your who and why. Successful content marketing isn’t just about posting articles about your industry and status updates about promotions. Find your voice, and be genuine with your audience. Let prospective customers experience your business on a personal level and they will naturally feel more compelled to do business with you.
The last and potentially most complex piece of the puzzle is how to avoid the dreaded over-share syndrome. When it comes to connecting with your demographic, there is a very fine line between connecting and annoying. While owning your business identity is critical, it is equally important to remember you are still a business. You prospective customers will appreciate getting to know you better and will certainly connect more with you, but that isn’t a pass to go creeping through their photos and clicking that “Like” button as if you just started dating a new person. It’s important to respond when you are spoken to, and it’s important to speak directly to your prospective customers through posts, but don’t over do it. At the end of the day the idea is to engage your customers through channels that make them feel comfortable, not to hound them or force your business on them. Content marketing is about letting your customers identify with you, not the other way around.
At Strong Productions we pride ourselves in our ability help you find your voice and enable you to engage your customer base. Whether you are looking for help finding that voice, need help understanding a particular platform and if you should be using it, or need someone to help you get your message out and manage your content, we can help. We value our local community first and foremost, and our prices reflect that. After nearly three decades of experiencing the Greater Lafayette community our desire is to utilize our unique understanding of the ever-changing social climate to help businesses grow. Our services are priced to be affordable to the small business that might not normally have the money or time to implement a full scale content marketing strategy. We provide consultation, training, and content management at a price that is affordable. For more information contact Aaronthestrong@gmail.com