It’ll take more than just Wishin’ and Hopin’ (Ask Dusty!)
Secure love this Valentine’s the Content Marketing Way
With love in the air around Valentine’s Day, it’s the perfect time of year to be making an extra effort to woo some new leads. However, as Diana Ross would have it, “Love Don’t Come Easy”, so you really have to work hard to get some affection. But let us make it easier for you; you can borrow from our Content Marketing tactics. Here’s our step-by-step guide to landing your dream date, and keeping them for good!
“Plannin’ and Dreamin’”: Getting them to notice you
Dusty Springfield – Wishin & Hopin 1964
It’s going to take more than hoping and praying to be seen. To get attention in a crowded marketplace, you need good content, i.e. relevant, value-adding material which is optimised for the attention of your target audience. Get into their mindset, think about what piques their interest, and tailor your content accordingly. If you want to be very generous and really make an impression, why not offer a gift, like a precious piece of content at this stage, to really lure them in!
“I Just Called To Say I Love You”: Keeping them on the radar
Stevie Wonder – I Just Called To Say I Love You
Once they show interest, don’t let the object of your affection disappear. Keeping the momentum going is easier than ever these days, with CRM’s being able to automate follow-ups by email so you can share more information with your target about the products they are looking at, or recommend other related services to them. Make the most of chatbots to continue the dialogue between the brand and the (potential) customer in an efficient, cost-saving way that doesn’t use up valuable time and resources.
“Take Good Care Of My Baby”: Nurturing and going the distance
Bobby Vee – Take Good Care Of My Baby – 1961
So, your fish has caught the line, and you want to be in it with them for the long haul. But how do you sustain a relationship past the honeymoon phase? It is important to see the customer journey as an infinite loop, i.e. something which continues on after purchasing. Keep the communciation going; tell them about a new offer, maintain regular engagement, through newsletters or regular social media updates, or maybe even check in with them over the phone and see if their business needs have changed. In other words, look at your conversion not as the end of your interaction with them but, instead, the beginning of a much longer, much more fruitful and mutually-benefiting relationship.
“How Deep Is Your Love?”: Taking stock of the relationship
Bee Gees – How Deep Is Your Love? (1977)
Finally, you’ll never know how much he or she loves you…until you add up their actions and words! If you want to continue your success into your next marketing campaign, you need to look at both what worked and didn’t work in your previous campaigns. Be prepared for some hard truths, and pay careful attention to engagement levels and how much your content resonated with different demographics. And be ready, with open heart and mind – and arms! – to make adjustments to your original plan.