What are you offering to customers, besides your product/services?
You may be momentarily wondering what is more substantial than your precious commodity that you should offer to people.
In fact, when you conceive a strategic communication pursuing the moment of sale you must bear in mind that the correlation between brand and customer goes far beyond the trade.
Among the vast quantity of options, the decisive point at the moment of purchasing is the value-added. Furthermore, in many cases, this “value” is not seen or touchable . In other words, it could be a feeling, some kind of knowledge or information. The content that catches attention.
“I am the best, I am beautiful, I am intelligent, I have the best price… me, me, me”
There they are, some examples of what an audience see across their screens every time you post how good your product/service is. Sticking to the point, it is time to stop talking AT people and start to talk WITH them.
When a content is aimed to retail it is called Content Marketing, defined accurately by the Content Marketing Institute:
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.”
Value — Keep this keyword in mind. Whereas creating and delivering a content you should ponder what is valuable to your audience’s life. In case you still a bit uncertain about how to do it, the tips below may be a valuable guide to start.
- Create the brand’s personality. It will guide the whole content: discourse tone, images style, and the type of information shared.
- Talking of information, share news, research or blog posts that approach the brand’s realm without talking directly about your product or service. For example, a chocolate brand can share a research about the benefits of chocolate on people’s mood.
- Open your doors! Unveiling the routine of your company, put faces on your brand, introduce the team. It will spark interest and create a more personal relationship.
- Have an opinion, embrace causes. You don’t have to be overly political. However, it is taken as a positive sign when your brand gets slightly involved in important matters.
- Last but not least important. Show what you are selling. YES! You can advertise your product/service, yet use the creativity and a more engaging approximation. Ask for opinions, tell histories, share good experiences.