Ah, 2020. The year that we all collectively wished never happened. From bush fires to flooding, all before we were hit with a global pandemic, we’ve certainly been tested. Despite all the doom and gloom, there have been some positives and there’s been a wave of opportunity for business owners to embrace the digital world and focus on content marketing.
What I have observed is a very large shift of business moving their services online, looking at digital advertising rather than more traditional methods, embracing social media, and seeing the value in building online communities. And for some, it’s been a necessity. With social distancing in place, large scale lockdowns, and new rules and regulations, without adapting and moving online, some businesses may have folded.
Okay, so the good news?
More and more people are starting to see the value of a well thought out digital marketing strategy. With Australians spending more time online, there’s been a shift in consumer behaviour. We’re shopping online like never before and there’s been an increase in social media consumption. And, as a digital marketer, this makes me as happy as a pig in mud.
But, with good news comes bad news too. With so many businesses shifting their digital offering, I think we can all agree that we’re all experiencing the following:
- a severe case of information overload with the barrage of news thrown at us daily.
- random spammy, unsolicited emails being sent left, right, and centre.
- digital advertising coming out the wazoo (I never thought I was the right target market for male razors, who knew?).
We’re pretty cluey; us mere mortals can spot spam and fake news a mile away. So when it comes to your digital marketing strategy, you’ve got to be real to get cut through. Can you believe that Australian brands spent over nine billion dollars on social media last year? And guess what? 51 per cent of men and 46 per cent of women take no notice. Ouch. So, when you’re competing for that like, click, share – or the holy grail itself, the conversion – how do you build trust? What should you be thinking about when it comes to developing your content marketing strategy online, be it organic or paid?
Be authentic with your content and it doesn’t hurt to give back
As I mentioned before, people are getting smarter and they’re taking longer to trust brands. But once you’ve got their trust, you might just have them for life. What does it mean for a brand to be authentic exactly? It’s being transparent, honest, and open with your audience. Do you have a social purpose? How do you give back? Right now, nearly two-thirds of consumers want businesses to take a stance on current social issues. Take handmade cosmetic giant, Lush, which has a clear and defined perspective on social issues: everything from not testing on animals, offering vegan products right through to promoting LGBTQI+ rights and supporting charitable organisations. It’s embodied in the brand and consumers value that. In a recent study, more than 80 per cent of consumers admitted that a company’s social purpose has an impact on purchasing decisions – even when quality and price are the same. Find your social purpose and shout it from the rooftops (or via your social channels).
Own your market space and own it well
I’ve always had the mindset of not doing things by halves. If you’re going to implement a Facebook advertising campaign, commence an SEO strategy, or release a series of blogs, commit and do it extraordinarily well. Confidence breeds confidence. Consumers value and trust brands that are confident in what they do. Look at tech-giant Apple, who completely owns the smartphone space. They are unapologetically them, stay true to their brand, and execute the ‘Apple’ way (whatever that is). The brand is modern, magnetic, and sexy – and consumers buy into that. Despite having a smorgasbord of smartphone brands out there on the market, there’s a reason why people queue for hours to buy the next piece of tech from them. Not bad for a company that started in desktop computers. As for Aussie brands, Frank Body saw a gap in the beauty market for coffee-based products. Fast forward five years later, they are synonymous with the humble coffee scrub, turning over $20 million and dominating the influencer space.
There’s nothing wrong with being niche
Want faster results? Speak to your ideal audience. Mass marketing can work, but if you’re budgeting, then you might as well focus on those that matter a.k.a ‘the low hanging fruit’ if you’re into marketing jargon. There’s no point targeting vegetarian meal plans to someone that tucks into a steak three times a week, is a regular attendee of the annual Beer and BBQ festival and is obsessed with their Weber. You’re just wasting your dollars. At LEP Digital, we encourage and help our clients to build a ‘buyer persona’ – quite literally the perfect customer. They have a name, age, a backstory, wants, fears, and emotions. Before you begin any content marketing strategy. Stop, think, and ask yourself, am I talking to this person?
Commit to your strategy and keep it regular
These are uncertain times and the idea of putting money aside for digital marketing might feel stressful for some. As they say, you’ve got to pay to play. If you’re not visible online, then you’re not visible at all. This all boils down to going back to your business goals and your marketing budget – do they both need tweaking? And, remember getting that sale or conversion can take time. Whatever you do, stay visible, communicate regularly, and stick to your guns – it’ll pay off in the long run.
It’s all about the attitude
At the end of the day, if you back yourself, back your business, and stay true to who you are, those customers will convert. It’s just about getting the right message to the right audience. At LEP Digital we love helping brands with their content marketing and can help you ensure you’re speaking to the right people. If you’re ready to cut through the noise, then reach out to us today.