Are you looking for ways to make your content strategy more effective?
Do you think the right digital marketing solutions can help make your content strategy more effective?
As brands, you put in a great amount of time, effort and often money to produce content and run campaigns that speak to your audience and help convince your customers to take the next step in the customer journey. However, there can be flaws that make your content and campaigns fail to bring the expected results and affect your audience in the way you wanted.
In this article, we will look at four reasons why your content isn’t working and how digital marketing solutions can help improve these shortcomings.
Your content is not relevant.
All of your customers and prospects are different in many aspects. They are at different stages of the customer journey and interacting with your brand, they have different wants and needs, and they will be appeased and put off by different things. Hence, it is impossible to come up with one effective message that is relevant for your entire audience.
Your digital marketer would come up with a more personalized content strategy using your customer and lead details and behavior, form filled data and calculated data. With the use of the latest technology, your digital marketing agency can help you address individual customers and the audience with the most relevant and effective message across all channels.
Your content is not timely.
Time is one thing people today are short of. No matter what people are looking for, they need content to get answers to their questions and they can look for content whenever it suits them. It can be rather frustrating having to wait for days to get a call back or to receive the right email.
Your digital marketing agency can help you use inbound channels for better results, by personalizing the experience of your audience. You can use web personalization for your visitors, provide helpful FAQs or contact information or use push notifications through your app, and make the experience engaging. It can also help you catch up on the latest technologies so that your visitors don’t have to wait and you can address their queries in the most effective manner.
Your content is not right for the channel.
Thanks to mobile phones, the basic channels of communication include emails, instant messages, text messages, phone calls and apps. However, the right use of each channel varies in context to the demographics of every customer or prospect. For example, you may prefer an email from your bank and a Facebook Messenger conversation with a local business you want to order from.
Even though everyone uses different communication channels differently, experienced digital marketers can help you find a balance to suit the needs and preferences of your specific audience. Moreover, you can also simply ask people how they want to be connected, either as part of your email sign-up process or sometime later, and adapt accordingly.
Your content is not consistent.
For an effective customer experience, it is important that the content your customers see on your website and are given when calling for support is as personalized as the content that ends up in their inboxes. Today, customers expect you to consider their information or history with the brand when communicating from any channel. Otherwise, starting every communication from square one can be rather frustrating. Hence, having related content is not enough anymore; it also needs to be consistent with every campaign and every channel.
Manual work is not enough anymore. Your digital marketing agency can help you use the right software, such as Marketo, for more effective results. They would also help you make best of your collected information, like who your audience is, what interests them, what their demands and needs are and their preferred channel of communication. Using such software, along with expert help, you can run campaigns with relevant, timely and consistent content across all channels.