Keeping Up with the Latest Changes
As a developer or engineer, you know how important it is to have the latest information when you’re talking about a certain product. The industry is always changing with new regulations and updates for apps, search algorithms and everything in between. Regardless of what you’re selling, your users will feel frustrated or overlooked if they’re not privy to some of these changes.
Maybe you need to change your user agreement and you need to give your customers a quick head’s up. Just send out a quick email newsletter letting them know how the company’s policies have changed and what that means for your customers.
Unlike a simple lamp or a new mattress, your technology needs to be online and available to your users 24/7. They might depend on your SaaS to hail a cab, make dinner reservations, or to file their taxes. Whatever the case may be, you need to be proactive when you make changes to your product by keeping your users informed every step of the way.
If you think that your users won’t even bother opening one of your emails, guess again! The technology industry has some of the highest email open and click-through rates, according to Smart Insights.
Building Your Authority as an Industry Player
As you know, technology is anything but set in stone. New trends and legislation aimed at restricting certain kinds of technology is always working its way through the pipes. If any of this information relates to your business, you need to share it with your users. Even if you’re not sure whether your users will find this information useful, you can present in a way that’s both compelling and engaging for them to read. If nothing else, it shows your audience that you have your finger on the pulse on the latest industry trends, which means you’re a capable, knowledgeable company that deserves their business.
It’s not just about copying and pasting the same industry information into the body of an automated email. It’s about sending out personalized, unique insights on what’s happening in your industry.
Mitigating User Fallout
So, you’ve learned quite a bit about all the fun and interesting ways you can use an email newsletter to engage your target audience. But what about when something goes terribly wrong with your startup? Maybe your web host crashes, bringing your SaaS to a standstill. Or maybe someone hacked into your user database and they’re stealing all kinds of important, personal information.
These are very real concerns for most tech startups, and yet, many of them aren’t sure what to do when things take a turn for the worst. That’s where email marketing comes into play. If you need to send your users a message quickly regarding the availability of your products and services, a mass email is one of the fastest options. If some of your user’s payment information has been stolen, you’ll need to issue an apology to your users, encouraging them to check their bank account, and contact their financial institution.
Whatever the disaster of the day might be, you owe it to your users to get in touch with them right away if anything goes wrong with the products and services you provide.
Email marketing is simply one of the most cost-effective marketing tools around, with an ROI rate of 4400%. Stay connected with your target audience and setup an email newsletter today. If you don’t have the time or patience to put together an email newsletter, contact the marketing professionals at Article-Writing.co for a free consultation!
Need Writing Help?
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.