Content marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of your content should closely related to what your company sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with your company, and it will brings them into your online networking. It’s a well-known fact that content can spread brand awareness and acquaint prospective customer to your business. But did you know that by looking at content marketing as sales tools, you can achieve even greater result?
Customer Experience Management – Trends and Innovation
In the digital era, customers are better informed and their market awareness is much higher than it was 10, 20 or 30 years ago. While this is positive and brings lot of benefits to our society, it is also challenging for market players to satisfy customer needs. Nowadays customers are more demanding and it is hard to make them happy.
To be able to keep up with changing times and survive in this new digital era, companies are forced to change their strategies and adapt to new “market rules”. Companies are moving from product centric organizations to more customer centric organizations.
What motivates a company to provide customer experience
Customer experience is what customers get and customer centricity is what motivates a company to provide customer experience. To provide customer experience, a company first needs to be customer centric. The result of company’s customer centricity would be customer experience, which is judged by customers.
One of the best ways to create a customer experience is by creating marketing content
Influence of marketing activities on content creation Internal activities influencing content creation – direct and indirect Social media involve many-to-many communication, which provides an opportunity for marketers to engage in conversations about corporate issues (Ryan and Jones, 2009).
According to Ryan and Jones (2009), social media marketing consists of two basic elements:
- Raising the online profile of the business, products and services by contributing positively to the online community; and
- Managing the reputation of the company by monitoring, assessing, responding to and influencing online conversations.
Kietzmann et al. (2011) discussed how companies can benefit from social media by starting or manipulating conversations.
Atlas Copco as a leader in its industry segment understands the importance of content creation and online network with followers count of over 43,000 on Facebook and over 265,000 on Linkedln.
Atlas Copco – Yes we need great content for Externaly: to build brand awareness, attract customers, investors, talent, and promote products and solutions. And for Internaly: explain strategy, spread competence, and build culture and pride. Therefor, content marketing strategy plays vital role in making today’s customers want to buy your products and services.
Different types of content can help you connect with different customers in a number of ways.
In many cases, a variety of content types is ideal for reaching and connecting with users at different points of the digital sales funnel.
The most popular different types of content and how to use them to win new leads and drive sales in Atlas Copco and we’re still focus on Facebook, Linkedln, Blog, Website, and Instagram.
Different types of online networking and how each can benefit the business
So instead of categorizing networks according to hyper-specific user interests or shifting technology features, I prefer to think like marketers and group networks into 10 general categories that focus on what people hope to accomplish by using them.
Here’s our list of 10 types of social media and what they’re used for:
- Social networks
- Facebook, Twitter, LinkedIn
- Media sharing networks
- Instagram, Snapchat, Youtube
- Discussion forums
- Share news and ideas
- Bookmarking and content curation networks
- Discover, save, and share new content
- Consumer review networks
- Find and review businesses
- Blogging and publishing networks
- Publish content online
- Interest-based networks
- Share interests and hobbies
- Social shopping networks
- Shop online
- Sharing economy networks
- Trade goods and services
- Anonymous social networks
- Communicate anonymously
Knowing about these categories of social media and understanding why people use them can open up new ideas and channels for engaging with your audience more effectively.
External activities influencing content creation – direct and indirect
A marketer can directly influence content creation by adopting the role of a creator or a critic. If a company is not directly participating in content creation, then their influence can be described as indirect. Based on the assumption that communities and networks of social media must have creators and critics (Li and Bernoff, 2008), a company can indirectly influence UGC creation by affecting creators and critics. Generating and influencing conversations indirectly is associated with word-of-mouth (WOM) communication. Word-of-mouth communication is a significant feature of social media because social networking sites afford the possibility to monitor the spreading of WOM (Trusov et al., 2009). Haywood (1989) describes the traditional view of WOM as “getting opinion leaders to spread good words about the company in the marketplace”.
1st of all the marketing concept did not change: Digital channels vs. Traditional channels
A marketer today still has the same goal as 15 years ago, and it stimulates the demand for a particular product in a particular market by informing Product, Price, Place and Promotion. This core marketing concept is not or almost does not change because of the internet. What’s changed is how we reach customers when promoting or selling our products.
Improve interactions between company and customer – by using OMNI channel your Marketing
By focusing on optimizing customer experience in commercial points, like: online shop, website, webshop. Also focus on all marketing touch point – How do you make sure that this investment optimized your marketing activity:
- Make sure we can measure the customer behavior and customer journey
- Setting a proper KPI and key to success
- Optimize every touch point example: put phone number on the banner, weekly
- newsletter, or any other SOCMED that we have
- Make sure if you’re doing retail campaign – Make sure you put the campaign code
Most of the existing discussion around OMNI channels focus on conversion face with our own touch point such as: webshop, website, customer center etc. By setting budget and using real initiative in your marketing Adwords, We can driving force improving company sales profit.
OMNI channelize your marketing is the good start – We can improving company sales by setting up the budget.
Content may drive sales, but you have to nurture the initial bond shared by your brand and your leads. You therefore need to make sure that all of your sales touch points are functioning well, from your order forms online to your sales representatives and their sales reinforcement procedures.
- Ryan, D. and Jones, C. (2009), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation , Marketing Industry Network, Glasgow
- Kietzmann, J., Hermkens, K., McCarthy, I. and Silvestre, B. (2011), “Social media? Get serious! Understanding the functional building block of social media”, Business Horizon, Vol. 54 No. 3, pp. 241-251.
- Li, C. and Bernoff, J. (2008), Groundswell: Winning in a World Transformed by Social Technologies, Harvard Business Press, Boston, MA.
- Trusov, M., Bucklin, R. and Pauwels, K. (2009), “Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site”, Journal of Marketing, Vol. 73 No. 5, pp. 90-102.
- OMNIChannels Digital marketing & Sales in B2B world – Christopher Haggstrom