The PrintTek Marketers Guide Volume 2: Dynamic Content Delivery
The marketplace we live and work in today is radically different from the one in which many of us started. Salespeople and store employees used to be the experts, and brands and businesses used to spend advertising dollars to find prospects who needed their services.
Today, the buyer is the expert and the one proactively reaching out to brands and businesses for help.
- The average buyer guides themselves through 60% to 90% of the traditional sales funnel before ever contacting a brand or salesperson.
- 81% of shoppers research online before setting foot in a store.
- Consumers spend an average of 79 days conducting online research before buying.
There is an answer to this buyer-driven environment: Content. Content marketing is the process of creating high-quality, valuable resources to attract, inform, and engage an audience, while also promoting the brand itself. Buyers and consumers are already searching the web for answers that your brand is uniquely positioned to offer.
To provide content that is truly game changing, marketing pieces should be personal, responsive, built with the “buyer journey” in mind, and integrated across channels.
Every lead is unique, and the content that we give them needs to reflect that. Mass marketing isn’t an effective strategy any more, and the methods that marketers use to convert leads to customers need to adapt in order to compel leads to take the next step.
Modern technology gives marketers the ability to dynamically modify digital content to be relevant to each individual recipient.
In addition to providing personalized, relevant content, digital marketing needs to be responsive. Just as leads are diverse, so are they ways that leads consume content. Consumers are using mobile devices more and more to engage with marketing content and that content needs to be scalable so as to look professional on the devices it is being viewed on.
Improved lead experience isn’t the only advantage of responsive content. Most search engine platforms now use responsive design in their SEO rankings. Using responsive designs for web-based content will allow your content to be found by more potential customers.
Marketing to the Customer Journey:
Many sources say that by the time a potential customer or client even considers a conversation with a sales rep, 80% of the buying process has already been completed. Prospective customers are becoming more independent and prefer to research products and services on their own. That means companies need to provide timely, relevant information in order to start relationships with their prospects.
This process is often referred to as the customer journey; the point that an individual first touches a piece of your content, interacts with subsequent marketing pieces, and makes a final buying decision.
Integrate Marketing Channels:
Integrated Marketing is the process of coordinating communication efforts across multiple marketing channels. It takes advantage of email, direct mail, mobile, print, web, and other communication methods to gain maximum impact with a target audience.
Leading companies have seen firsthand how effectively implementing an integrated marketing strategy can improve their brand and drive more revenue. The most successful companies in the world excel at engaging their audience. Authentic engagement leads to repeat business and customer loyalty. According to Stand Out Social Market, “Content published on 2 or 3 channels had a 24% increase in engagement”.
The world of business is changing rapidly and it is becoming increasingly difficult to build relationships with customers. Making sure that your marketing is integrated across channels, speaking to the buyer journey, and using personalized content as well as responsive web design, will go a long way in helping build relationships with customers and encouraging them to buy from you when they’re ready.