Have you ever wondered why your customers patronize your business over your competitors?
At the end of the day, it’s due to customer loyalty. Your customers have trust in your brand, business, and have come to expect a certain level of understanding and service.
How do you build customer loyalty?
Back in the pre-internet days, you had to rely on expensive paid advertising or let customer loyalty slowly accrue as people based their opinions upon the quality of products and level of customer service.
You can help increase customer trust and loyalty by engaging in content marketing.
What’s Content Marketing?
Content marketing is the intelligent and strategic approach to figuring out what your customers want and then providing them with valuable content in the form of web pages, blog posts, social media, emails, and even infographics.
You can use content marketing to entertain, educate, and excite your audience from the comfort of their home computer or cell phone.
To improve customer trust and loyalty, you first have to understand what is important in the minds of those who patronize your business. There are several ways to go about this:
- Perform a survey
- Look at your website analytics for keywords people use to find you
- Talk to your customers
- Perform competitor research (both local and national)
So, what exactly constitutes “valuable content”?
Many Raleigh businesses have heard that Google and their customers like to see content posted regularly on their blogs and websites. However, there’s a catch—if you’re just putting out content for the sake of putting out content—you’re going to lose the attention of your audience.
How to Use Content Marketing
There are several ways that you can use content marketing to help improve trust and loyalty. Then end result can:
Strengthen Relationships—Content marketing can nourish the relationship by remaining valuable and consistent in the minds of your customers.
Show Value—People choose your brand over your competitor’s because they feel that you offer more value—be it through education, entertainment, or expertise. Content marketing can allow you to demonstrate the value along with the thought leadership of your brand.
Engage and Attract New Customers—The great thing about content marketing is that anyone can see it. By engaging your audience with regularly posted content, you’re exponentially increasing the chances of passively landing new clients and customers. This often has a snowball effect when you hit the proverbial sweet spot of content marketing in your niche.
How to Get Started?
Once you’ve determined what matters most to your audience and have come up with a content calendar of things you’d like to talk about, there are a few ways of approaching a content marketing campaign:
Tell a Story—Everyone loves a story. It’s a great way to build emotional connections and improve trust. You don’t have to be a master storyteller to take advantage. Something as simple as a recent event, customer service experience, or your brand’s history will allow people to make a much deeper connection with your brand.
Demonstrate Your Value—What does your business do better than your competitors? Do you go the extra mile when it comes to customer service—if so, how? Do you actively support any charities?
Show your customers exactly how your brand provides value, and it will instill a deep level of trust in them. It shows that you’re more interested in giving back than you are making a quick buck.
Take the Corporate Mask Off—People want to learn about the real-life human beings that make up their favorite brands. Try giving your business a more humanizing feeling by introducing the employees and people who make your brand so great. Employee spotlights, case studies from happy customers, and even telling the story of the company founders are great ways to give your brand that human touch.
Engage Your Audience—People want to interact with your brand and feel like they’re getting something out of it. The best way to engage your audience is to encourage participation and discussion on your social media accounts. Quizzes, surveys, and webinars are just three of many ways that you can allow your customers to interact with your brand.
Content Marketing Help in Raleigh
When performed properly, content marketing can help improve customer trust and brand recognition—which directly translates into more sales and customers. If you need help setting up, strategizing, and running a content marketing program, give the experts at AlphaGraphics of Raleigh a call.
At AlphaGraphics of Raleigh, we can help you design, create, and execute the perfect content marketing campaign. To learn more about how AlphaGraphics of Downtown Raleigh can help with your sign and marketing needs, you may email us, request a quote, or call us at (919) 832-2828.