Make Your Customers Curious
Curiosity revives your marketing.
As a marketer, you need to be very clear about what you want for your customers to know you better.
Steve Jobs once said that we are living in a very complicated and noisy world, and many of us don’t have the chance to let our customers remember us. Indeed, it’s a fact that social media today is all about “the-attention” economy, meaning the more attention you get, the more profit you’ll likely earn.
This is also why so many brands choose to generate a huge number of content or send numerous emails just to get the attention of these digital users and arouse their curiosity. In reality, though this strategy might increase your reach, but it’s less likely to retain people’s attention or trigger their curiosity at all. Else, this could even potentially annoy them.
What is the Bond of Curiosity?
Admittedly, making people trust your brand is one of the most effective ways to have a sustainable brand, but it’s also a time-consuming process that needs to be maintained regularly.
This is why it’s so crucial to create something called the bond of curiosity.
What I meant by bond here isn’t just merely a CTA button to lure your customers to click on or a super interesting article to be read and forgotten; it is a series of tedious processes that you as marketers, have to take to stir up and retain customer’s curiosity.
How do you evoke it?
This bond is not something that magically appears. It actually comprises of three most important elements in marketing: value, engagement, and sustainability.
Value
A brand is all about its value. Identify the core values you want your customer to believe in first. Once again, Steve Jobs once said that Apple’s products aren’t just merchandise to buy but an attitude towards a certain lifestyle.
And he’s right. This approach is what makes people to be all over the brand whenever a new product is released. So, what’s the most effective way to convey your brand values to your audience?
Powerful brand story is what you’re looking for.
With that, curiosity would be naturally aroused once your story wins your audience’s recognition. This will lead them to be more willing to find out more about you, your brand, your products and services.
Engagement
Nothing is more influential than an authentic experience when it comes to engagement. Imagine how your audience would feel if you have provided them with a specific place to gather and share their ideas or just general and relevant information-a community.
When people visit your site to look for certain information, chances are they value your brand’s authority within this specific category. That’s why by having a specific community where they can interact directly with you and other like-minded people would give them a sense of belonging.
Try to establish a forum and remember to foster it. Alternatively, you could create a Facebook Page powered with chatbots to help you manage the interactions. Last but not least, remember to monitor your forum, for example using Google analytics, because it would help you tailor and personalize your content to cater to your target audience more effectively.
Sustainability
Here’s the ugly truth. People hate irrelevant information.
To avoid making a bad impression right off the bat, I suggest starting with a humorous section accompanied with a memorable punchline. Why? Well, it’s believed that people are easily hooked by jokes because it makes them believe the rest of the content is going to be funny so they are more open to stay and check out the rest of the content.
But you can’t rely on humorous content all the time. Indeed, jokes make your content feel more laid back and approachable, but what will eventually make people remember your content is how interesting it is and how it matters to them. Quality content is what will eventually win you your audience’s heart and attention. It’s extremely crucial to produce value-packed content and maintain the quality every time you release something for them to consume.
This way, you could make them think “Hey! This site is trustworthy since I learn something in a fun way.”
Bottom Line
There are many factors to consider to trigger people’s curiosity.
From having a succinct and convincing brand story to share your core values to your audiences, building a welcoming community to interact with them, to maintain the quality of your content to ensure their loyalty to you, all of these processes are essential to elevate your brand’s presence.
What do you do to trigger you audience’s curiosity?
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Viral Access is an AI and data-driven social communication company — we help you tell your story through social media. We pair your brand with relevant micro and nano influencers that help you increase awareness, engagement and conversion. We have the systems and team in place to support large scale communications throughout Asia.
For business inquiries, contact us at: info@viralaccess.asia.
