Content Marketing, Social Media Marketing, and Email Marketing works!
Why Content Marketing, Social Media Marketing, and Email Marketing together equals leads that turn into sales?
Marketing has changed dramatically in the last 20 years. The lines between print, radio and TV advertising were once very clear and rarely crossed. The advent of the Internet has allowed marketers to produce campaigns that blend aspects of various marketing styles to achieve better engagement with their target market. The ability to deploy the same content through different media not only allows marketers to reach more potential customers but also lets their message and call to action resonate more intensely with them.
The scope of content marketing has drastically broadened in recent years. It has become much easier to produce high quality, professional content on consumer devices. As a consequence, the range of content has become much more diverse. We no longer see direct calls to action, in short, scripted advertisements. Marketers are increasingly using how-to videos, blog reviews and social media influencer posts to create both awareness of a brand and interest in its products.
Given the availability of information about any product online, consumers are more likely to engage with content that demonstrates a products abilities, shows it in action and gives in depth information about it. Less and less people make purchase decisions based on a thirty second advertisement. Smart brands appreciate that intelligent consumers prefer quality content marketing. Content is the core of our social media and people will happily take the time to consume that. Advertising is now the bane of consumer’s existence and most will go to great lengths to avoid it. One of the main draws of premium streaming services and paid for apps, for example, is that they are ad free.
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The main advantage of content marketing is that it can be delivered through a variety of channels. Nearly every video, picture or text post can be shared instantaneously across a multitude of social media platforms. If a clothing brand makes a video on the perfect way to iron their premium shirts, they can share that across Instagram, Twitter, Facebook, Tumblr and any number of others. With the smart use of relevant hashtags, the brand will not only reach its own followers but also those who are actively looking for just that kind of content. Well-made content can then be instantly shared and go viral in a matter of minutes.
Email marketing can seem a little more formal and old-fashioned when compared to social media marketing, but it still has an important place in a marketing strategy. Consumers who have subscribed to email lists are more interested and more motivated than someone who has simply liked a page on social media. Because of this, they have a much higher conversion rate than social media users. It is also much easier to make an email stand out in an inbox. The problem with content on social media is that there is a huge amount of it. It is very easy to generate, so to catch a consumers eye in that flood of content can be very difficult. People are much more cautious in curating their inbox. Consumers don’t accept the same kind of spam in their email inbox that they tolerate on their social media timeline. Therefore, they are much more selective in what they sign up to. There is less competition for your content in their inbox.
When managed correctly, using content marketing delivered through email and social media provides the perfect strategy to generate leads that turn into sales. High quality content engages the consumer and gets them excited about the brands product. Delivering that content through social media and email means it reaches the right target market, and achieves a high conversion rate, in a timely fashion. It also gives the consumer the ability to act on the call-to-action immediately. This is vitally important. Social media and email offers the consumer to act on their interest in a product by simply clicking on a link that will bring them to a landing page, where that interest can be turned into a sale. The consumer gets a chance to purchase the product while their interest is piqued. Compare this to old school advertising, seeing an ad on TV that says visit this store or call this number. The consumer can’t act on this immediately. Between the times they see the call-to-action and the opportunity to act on it arises, they may lose interest in it, forget about it or decide to go with a competitor’s offering. There is no substitute for selling to the customer when they are in that initial burst of excitement about the product. This is when impulse buying occurs and consumers are most willing to make a purchase.
Content marketing creates the kind of material that consumers are willing to engage with rather than avoid. Social media and email provide the perfect vectors to get that content to the right demographic. It then provides that demographic with the ability to act on that call-to-action instantly, before the opportunity to make a sale is lost. It is an excellent strategy to employ that takes advantage of the technology available and the changes in culture that same technology has caused.
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For assistance with website strategy or social media marketing, contact Tisha Littlejohn at 312 798 9332 or info@tljcreativemarketing.com.
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