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What Is Marketing Content?
While the digital marketing strategy concentrates on that small portion of the market ready to buy, the high-value content marketing nurtures a segment of the market that is aware that they have a need and have not made a purchase decision.
As digital marketing messages have increased, traditional Internet advertising is becoming less effective.
People search Google all the time for answers rather than products or services. So it is a natural strategy to offer answers and solutions to potential customers to gain their attention and trust and generate leads and conversions.
Many prospective customers may not know they need to make a purchase. According to the author Sabri Subi in his book, “Sale like crazy”, only 3% of the market is ready to buy, and 37% is gathering information about products.
The rest of the pie comprises people who have a need but aren’t aware that they need a service or a product. Our digital marketing strategy completely ignores them, because we are concentrated on getting a portion of that 3% ready to buy.
That 60% of the market needs nurturing, and information from businesses with expertise on the topic they are looking for. This is the opportunity to offer valuable, consistent and relevant content to attract your ideal customer and guide them to your sales funnel.
Is not a new concept, a lot of companies have used printed magazines or pamphlets to distribute relevant information to their audiences for decades, but now, with the digital era is more accessible to businesses to reach their ideal customer with social networks like TikTok, Instagram and YouTube, where we can find advice or tutorials about any topic you want.
Most of them use these channels to invite their audience to get more information if they visit the website, offer a free course o tips about the subject of interest and get their email addresses in exchange, to increase the business database. An essential tool to get a closer relationship with those prospects, sending them more valuable information, news about your products or services, promos, and discounts, among many other topics.
The point is to use it strategically, and consistently to reach that 60% of the market who have not taken a purchase decision, especially your ideal customer, the one that is ready to pay you for your service and the one you will love to work with.
Digital marketing and corporate communications specialist. Graphic and web designer, video editor and content developer.
