Content marketing: how to improve engagement with a company

Marketers use social media to promote products or products. If a potential customer can’t find the information they are looking for in a group or blog, they go to the website to find it. This article explains in detail what it pays to change when communicating with your target audience.

Brand recognition

A brand is not just a slogan or a logo, but a set of emotions that differentiate a product from its competitors. For a brand to be recognisable, it’s important to communicate effectively with the audience. Marketers need to communicate in a language that the potential customer understands. It is easy to learn the manner in the comments that subscribers leave under the news.

For example, VIZIT, a contraceptive manufacturer, publishes sharp jokes in its official group. The borderline humour is delighted to the subscribers, while not violating the rules of the social network. The company’s audience is over 400 thousand, and it has spent a minimum of money to promote its brand.

It is important for the firm to prove that it is a leader in its industry. You need to publish expert content in the group and on the website:

• infographics;
• research on the topic;
• expert interviews.

Regular events, thematic seminars and webinars are good for gathering an audience. Educational content not only prepares potential clients to buy a product, but also increases the number of visitors to the site. Readers study the articles and news and post the texts they like on social networks.

Improving the site’s position

Organic content has a positive effect on search engine rankings. Regular publication of high quality and interesting material helps to increase ranking. Articles should be useful and relevant to visitors.

Links to successful content will be shared by readers on social networks, forums and other websites. The process positively affects the indexing of the official page, increasing the position in the ranking. Additionally, content improves brand awareness by promoting the brand.

Attracting leads

New visitors are good, but a sales company needs customers. It’s not the readers, but the buyers and customers who bring in revenue for the firm. To generate leads, marketers use three proven tools:

1. Email marketing. Personalised emails inform customers about new offers or fresh terms of service. A great option to reactivate passive buyers.
2. Website widgets. Online chats are used to answer questions. There are elements for ordering a call back or a huge “Buy” button.
3. blog. A separate section of the site with interesting ideas and useful advice on the subject. The publications show the professionalism of the company and demonstrate the advantages of the product. Boring content is occasionally diluted with humour, voting and quizzes.

In order not to lose the audience, it is important to communicate regularly with subscribers. Questions can be answered on social media, thereby encouraging potential buyers to discuss. By the way, the most common problems should be put in a separate section (FAQ). In social networks, articles from the guide on the website can be duplicated.

Product demonstration

The more a potential customer knows about a product or service, the higher the probability of purchase. According to marketing studies, 68% of people purchase a familiar product with positive feedback. A person chooses what others like.

It is important to demonstrate the product from all sides. To do this, high-quality photos and small videos (reviews), recommendations from other customers, and detailed characteristics are used. Content is published both on the website (in the catalogue, product card) and duplicated on social networks.