Guest blog by Eugene de Graaf
Content marketing is constantly changing. The use of Facebook is no longer what it was a few years ago, certainly not after the last scandals. And that also offers opportunities for entrepreneurs, but you have to respond to that in time. If you stay behind and stick to old patterns, the attention for your brand or your company will be weakened and you run the risk that customers will switch to competitors who understand their questions and needs. It is therefore important to continue to follow trends in the field of content marketing. In 2018, these are the points for attention with which you can score with your followers.
Do not limit yourself to posting text messages
When Facebook only existed and companies took a cautious approach, it was sufficient to post simple text messages. There you put a link to your website, because there visitors could find more information or order a product. But times are changing. When someone is now on your Facebook or Instagram page reads that you have added a new article to the assortment, and that this product is now competitively priced for introduction, then you must offer the visitor the opportunity to order immediately. So you place an image with your message or better yet, a video in which the product is shown. Next, by clicking on that video, the reader can immediately be transferred to your website. And then of course not to the homepage, but directly to the page where that article is offered. This way an order is arranged in a few clicks and that is what your customers want. Quick decision, quick order. In order to complete the success, you then of course ensure that the order is delivered to your customer's house within two working days at most. Because that is increasingly becoming the standard. Ordered today, delivered tomorrow is a slogan that you see more often. But only place it if you can deliver on this promise.
Use Machine Learning
Successfully applying content management requires a lot from an entrepreneur. The trick is to deliver the right information to the right person and then also at the right time. That demands a lot from you. Because if you have to arrange all of that yourself, then you have more than a day's work on it. But luckily there is the Machine Learning phenomenon.
Automatic learning or Machine learning is a broad field of research within artificial intelligence that focuses on the development of algorithms and techniques that computers can use to learn.
This technique automatically determines what someone will see. And what that person sees depends on who it is. With this technique you prevent a man of 25 from being shown information about sanitary pads, or a woman of 62 being presented with advertisements for prams and baby chairs. Unless this person has recently searched for these products. Because of course it is very possible that grandma is looking for a nice pram because her daughter is expecting a child. For example, Machine Learning responds conveniently to the personal needs and preferences of customers and visitors to social media.
Use a powerful analysis of your customer potential
One tool that you should definitely use is the technology that analyzes who your customers are. Who views your website, who visits your page on Facebook, Snapchat or Instagram. Only by making use of this can you set out a good strategy for your content management. Of course you probably also have an idea of your customer potential. The nature of the products or services that you offer often gives a good idea of this. If you offer products that are of particular interest to young people, then you know that you are more likely to reach them on Snapchat than on Twitter. If you have a law firm or notary's office and you want to bring your services to the attention, Facebook is probably more suitable. After all, there is a clear shift in the use of social media. Young people often still have a Facebook account, but only because it is sometimes useful. They do not want to sit on a social media platform where they also meet their mother, aunts and grandmother. But if grandma has succeeded in posting a photo, then of course they want to like it. So they are there, but you can probably reach them better, faster and easier through other channels. So make use of analyzes for posting messages, advertisements and other content.
Responding to specific wishes of customers
It is important to you content marketing to match how your customers know how to find your company. Research shows that word-of-mouth advertising still works very well. If you ask someone why he has made a purchase at that specific company, in almost 80% of the cases you get the answer "because someone I know had good experiences with it". That's one to remember. You can use it by rewarding people for bringing in new customers. If someone receives a discount on a subsequent purchase when a new customer also makes a purchase via a link he sends, this is an extra incentive to recommend your company to family and friends. Also to be an important indicator customer reviews. Especially with services such as a moving company, an electrician or a garage company, customers are sensitive to what others had before. In fact, this is an extension of the "tell a friend" principle. As a customer, we would like to hear the experiences of others before we make a purchase or order from a company.
Video is the future
More and more entrepreneurs are discovering the power of video. There is no other medium with which you can convey your message so quickly and reasonably easily. You can write an interesting blog or publish a nice series of photos, but moving images and spoken words come across much more directly to the person viewing the material. Of course there is also a disadvantage to making video: it costs money, time and effort. Not everyone is handy with a camera and it must of course look a bit professional. Editing and refinement are part of preparing a video for publication. But by investing in it, even if only occasionally, you will notice in many cases that it certainly has an effect.
Guest blog by Eugene de Graaf