How Many Ways Can You Market?
The phases and stages of user engagement have changed. The lines, however, are often blurred as to how to distinguish between a call to action campaign, a marketing community and simple content marketing.
A call to action campaign outlines the basics of a wanted ad. It screams at the consumer “buy now”. An approach that is not only decades old from a marketing strategy perspective, but also highly irrelevant by today’s standard in terms of direct consumer marketing. Consumers just aren’t interested in demanding ads to likes of “Act now!” and “Only 5 left!”. The prevalence of such ads has since diminished, along with it any justification to convince consumers to make a purchase.
In order to group consumers into shared spaces of interest and common ground, a community must first be built. There are several benefits to be reaped through creating and maintaining connections and relationships with customers via in-person or online communities. These benefits are in fact mutual. Brands receive feedback on their products while managing their interactive online presence. Consumers, on the other hand, feel valued and are more likely to remain loyal to the brand.
The power of content marketing distinctly supersedes the above two in several ways. Known as a strategic marketing approach, with a focus on creating and distributing valuable, relevant and consistent content. The intent of this approach? To attract and retain a clearly defined audience — and, ultimately drive profitable consumer action. Content marketing is the most effective means to not only reach your audience, but also to ensure that your brand’s message is accurately portrayed. Lets recall that call to action marketing is not something to completely avoid; however, it must be done so that the consumer perceives value through the message. The more value that is perceived, the higher the likelihood that a purchase will be made.
We’ll sign off with this — content marketing > community marketing > call to action. The end goal should always be as follows: create content, build a community and then monetize off the content delivered to consumers.