Improve Site Traffic
Customer Acquisition and Blogs: Word of Mouth, Search, Advertisement
Word of Mouth
Word-of-mouth marketing is usually the most effective way to acquire new customers. When compared to other marketing channels, 88% of consumers placed the highest level of trust in word-of-mouth recommendations of from people they know. It makes sense that people would trust someone they know or love more than a paid advertisement from an unknown company. But in order to win over more customers with word-of-mouth marketing, you need to create compelling content that convinces your readers to spread the word to their friends and family members. You have to capture the zeitgeist in a certain sense by writing content that truly makes a difference in the lives of your readers. This will lead your readers to share your posts on social media with friends and family or talk about in person with the people they know.
Another way to bring in new customers is to use search engine optimization. The world runs on search platforms like Google (Currently, Google gets over 100 billion searches a month). You can bring in new customers by using certain keywords and search terms in the content and title tags of your blog content. When people enter these search terms into Google, your blog should appear in the search results if you are using the correct SEO best practices. These keywords tell Google what your website is all about, which helps new customers find your blog online.
You can also use paid advertisements to promote your blog across various websites. Google also lets you setup PPC or pay-per-click campaigns that will include your blog in the search listings on Google, giving you an edge of the competition. People tend to trust paid advertisements less than generations passed now that we’re living in the age of social media and personal recommendations. This can be an effective customer acquisition strategy if you need to reach a lot of new consumers in a short amount of time.
Choosing the Right Marketing Channel for Your Blog
Finding the right channel for your content usually takes a bit of guesswork. You can use your website analytics to find out how many new visitors you’re bringing in from social media, Google, and other websites where your ads might appear. If people are entering your blog URL directly into the web browser, there’s a good chance that your word-of-mouth campaign is working. Try to mix up your marketing efforts over time and change your approach based on your success.
Need help writing?
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.