Engaging customers is vital to business success, and that engagement develops upon establishing an emotional connection or interest related to the business’ brand. If someone feels like a business is offering something they truly need, or even simply want, they are very likely to become customers.
Engagement is very feasible when potential customers can easily learn about your business. Effectively educating potential customers provides them with insight, which bolsters the need for them to engage with your company.
There are several ways a company can reach their potential audience, both with online and offline marketing efforts. Let’s look at six of them:
1. Associate With the Buyer’s Path
The best forms of education provide all the useful knowledge, while also acknowledging previously learned knowledge. In this sense, content marketing should align with a buyer’s path to potential purchase, such as how they arrived at the site, what they’re seeking and what they already know. Effective content marketing can fill in the gaps.
It’s very useful to anticipate which questions customers will ask. Your general assortment of content, from on-site blogs and social media postings to print advertising, can answer those questions with responses that impress while being entirely factual. Incorporate an FAQ page on your site — it can add authority while providing visitors with an easy-to-find source for questions. The ease of finding an answer to their questions may decide whether a visitor engages with the site they’re on or moves on to a competitor.
2. Provide Accessible, Though Informative, Content
In addition to answering any questions the potential buyer may have, a business’ general assortment of content should be accessible as well as informative, adjusting in tone and length depending on its location. Short, to-the-point tidbits will work well on social media, while data-driven case studies and substance are best for websites and blogs.
Cater to your audience specifically, with the platform in mind, when you craft your content. Studies also show that people are likelier to remember content with images and video, so embrace multimedia in providing content to potential customers that educate them about the business.
3. Use Evidence and Reliable Sources
The ability for anything to be published online makes people deservedly skeptical while browsing the web. You can extinguish any suspicion surrounding your business by citing reliable data sources. Over time, as you come across industry-relevant studies or articles, save them to your bookmarks so you can reference the source later in engaging, informative content. When citing any form of data or claim, back it up with a reliable source, so there’s no need for debate that distracts from engaging copy.
In addition to reliable sources and industry-relevant passion, it’s a good idea to post content consistently. The more content you provide, the more access customers have to information that better educates them about your business. Also, regularly posting content shows that you’re passionate about the industry, so keep your editorial calendar as full as possible.
4. Provide Informative Case Studies
While some people don’t mind sifting through pages upon pages of textual case studies, a number of potential customers would prefer to learn about a specific business with multimedia. Video-driven case studies are a great way to show a business’ strengths in action. Whether the video involves an interview with a previous client or chronicles a successful campaign of the past, video-driven case studies are a great way for potential customers to become quickly educated about your business.
For example, management services company FranklinCovey has an excellent array of video case studies that are easily accessible. FranklinCovey’s case studies range from how their management services increase customer satisfaction and quality at Shea Homes to how their methods improve safety at Altos Hornos de México, the largest integrated steel plant in Mexico. Each case study has a video, usually around four minutes in length, that details the benefits their clients have experienced by working with FranklinCovey — a great source for educating potential customers.
5. Make Employees a Part of the Brand
Even if your content does a great job in showcasing what your business does, a potential customer may not fully commit if they feel a corporate facade exuding from your company. In this case, a potential customer may be seeking to put a face to the brand.
As a result, it’s ideal to make employees a part of your brand by incorporating their own stories and experiences into your presentation. Use social media to post a video of the general day-to-day tasks for employees at your business, providing an educational look at your general operations. A video also presents a good opportunity to show potential customers your organizational skills, assuming the employees seem to enjoy doing their jobs.
An example of a business that makes its employees part of its brand is Walgreens. Their “Meet Our Team” section individually introduces various employees. The section highlights the employees’ thoughts on Walgreen’s work culture and innovation as well as their own recent work experiences and approach to work. The page does a great job of educating potential customers on Walgreen’s wide breadth of services and specialties, ranging from pharmacists to managers of market planning.
6. Host Webinars and Webcasts
Businesses are no longer forced to invest substantial money into booking a location for events since webinars and webcasts can be held online for free. Webinars, webcasts and podcasts are a fantastic way to illustrate your industry-relevant expertise, while intertwining industry news with information on your own business, helping to educate potential customers in the process.
Webinars are lectures, workshops, seminars and general presentations broadcasting over the web, with one or multiple speakers. HydroWorx benefits from regularly posting webinars that educate consumers regarding the value of exercise and water therapy. Topics range from “Utilizing Aquatics for Speed & Agility Training” to “Utilizing Aquatic Therapy for UCL Injury Rehabilitation.” With both general and very specific topics, their database of webinar videos is a big selling point for interested consumers.
Customer engagement with your brand isn’t out of reach. Incorporate these tips into your content marketing strategy to help your company reach, and benefit, more potential customers.