Years ago, marketing content focused on quantity. After all, more content equals more traffic, right? Not necessarily! The Internet has grown in sophistication, allowing visitors to have a more personalized experience, if the right content is available. Custom content is something you really need to be considering. Focus more on this and less on broadcasting static content.
1. Put Yourself in Their Shoes
To give your customers what they want, you need to think like them. Every one of your customers has unique needs, so what works for one may not be the answer for another. The idea is to attract new customers that aren’t already familiar with the quality of the brand. For example, if you sell a natural dog supplement, you can attract your target audience with recipes for homemade food and treats or all-natural flea prevention tips. Once you have gained their attention and earned their respect as an expert in your field, they will be interested to learn more about the product you offer. Geographic customization can be done to create location-based landing pages. You can also track IP addresses to create a call to action that is better targeted.
2. Marketing Automation Tools Are Helpful
An easy way to provide custom content is to use a marketing automation tool. These game changing tools allow you to plan, create, measure, and manage your marketing campaign online and offline. Hubspot, Pardot, Marketo, Customer.io, Eloqua, and NCT-ON are tools to research.
3. Create Content for Your Site
Begin by creating different landing pages for targeted customers. Keep in mind you are targeting new customers, so you want product descriptions to be very thorough. Incentives and discounts will lure in customers, as well. They are looking for a reason to try your product instead of one they already use, so give them one.
On the dashboard of the platform you choose to use, you will be able to input what audience you are targeting. Content will be created to attract views, generate leads, and close sales.
4. Drive Targeted Traffic to Your Site
Search engine optimization is an effective way to generate traffic, but with the ever-changing algorithms, it can be hard to keep up in what tactics are ranking high with search engines. Your automation tool should feature a tool to manage your email list, so email marketing can easily be used to generate traffic.
5. Put Your Approach to the Test
It is highly unlikely that your campaign or custom content marketing will be perfected overnight. You should expect a trial-and-error phase. Webpage copy, ad copy, SEO, and conversion button color are a few variables to play with.
Creating custom content takes a little effort. If it were effortless, everyone would make it a priority. However, when you reap the rewards of getting it right, you will be glad you invested the time.