You spend so much time and effort on your digital marketing strategy that you hate to think it’s not getting the results you need. Assuming you’ve taken care of the basics – analyzing your best keywords, integrating your website, email and social media marketing, and filtering and targeting prospects for each campaign – there are just three more items on the effective content checklist.
Stir the target’s emotions
The reason we do marketing is to create differentiation from our competitors and to arouse the emotion of “want” in our targets. It’s the “want” that causes people to choose one product over another that might be equally suitable, and want is a strong enough emotion to overcome price differentials and availability issues.
Creating the desire for your product — the want –requires more than just a fact sheet and a list of bullets. You need to analyze your target prospect and determine what makes them tick. If you’re selling to consumers, you’ll be trying to tap into basic human needs for status, belonging and love. The best consumer pitches make the target feel like they will be cooler, prettier, smarter, or that they’ll find true love if they use the product.
For selling to business, you’ll focus more on saving money, increasing revenue or improving cash flow. Those wouldn’t seem to lead directly to wanting one product over another, until you realize what your target is thinking. They are making the connection between your product’s cost savings and their next raise or promotion.
Read the entire article at: bowden2bowden blog – three top ideas for effective content
Using tactics developed in her yearlong honors thesis study, Brooke helps bright and innovative entities develop social strategies around content curation. Good content boosts trust and loyalty among customers. By focusing on "what is" (psychographics: values, interests, beliefs and attitudes) and letting go of "what might be" (demographics) brands can secure a closer connection to consumers and their buying habits. Simply put: Think conversation, Not campaign.