In the past, brands traditionally relied on many advertisements to attract consumers’ attention. However, in this age when consumers are sensitive to advertisements. If you want to accurately establish diehard customers who will repeat consumption, instead of revealing invalid advertisements. You need to rely on Long-term business relationship with consumers and providing content related to the needs of target customer groups. Today we wants to share with you what content marketing is and how to build loyal customers through content marketing.
What is content marketing?
Traditional marketing methods focus on letting consumers know the advantages or features of products, while content marketing is to satisfy consumers’ demand for information. On the premise of not disturbing consumers, provide the information that the main customer groups hope to receive with high-quality content text to help them solve some problems and meet their needs, so that consumers can live a better life.
By creating useful information, gain the trust and attention of consumers, so that these people can use your text to pay more attention to the information you post, and then like your product, or even buy your product or service.
The biggest feature of content marketing is unlimited long-term publicity benefits. A good article is likely to be reprinted in large numbers through social networks. Compared with traditional advertising marketing methods, it is a long-term and continuous cumulative effect.
For example, the well-known domestic website Dear b n b provides very beautiful text and pictures to help travelers have a better search experience when looking for accommodation in Taiwan.
How to build readers through content marketing?
MarketingSkull will sort out seven steps and give practical operation methods for segmented reports, so that you can better understand how to build a broad fan base through content marketing.
Step 1: Find the right consumers in the right market-“Choose those you care about”
Customers will not pop out for no reason, nor do you want you to accumulate a group of people to recharge the number-“choose those you care about”.
This is like being a human being. We cannot make everyone like ourselves and make everyone our good friend, but there are always some people who are willing to be our friends, and the premise is, “We must also be us the way I like it”.
For example, to become a blogger, of course, you must write what you are interested in. Although the principal also hits the clock, it is due to his own curiosity or other motivations, so even when there is no revenue, he can continue to produce good text content. If you are producing some content that you are not interested in, and the target of receiving the information is also readers who are not interested in these things, then the enthusiasm may soon be worn out.
So, first list the potential customer groups you care about and think about whether you can provide them with practical information for months without compensation. And you may list many different types of potential customer groups, but in the end, you still must choose a group of them as the market segment and try to make the market as precise as possible.
For example, what you produce is marketing-related content. The reader market position you think of first may be: “marketing-related workers”, but a better market should be precisely defined as: “the boss of a small business, try to start content marketing.”
But in the first stage, you must also be careful: don’t build a large group of customers who are not interested in buying products.
The most practical case is to build a group of “Minimalist” customers. Minimalist is a way to abandon what they don’t need in life as much as possible and achieve a way to improve their lives.
So, if your goal of establishing a group of customers is to sell your products, but this group of customers all have a “minimalist” idea, it is a very difficult challenge to create amazing sales. (Of course, if you want to challenge and make your product highly recommended even by minimalists, you might as well give it a try; but be prepared for failure.)
In contrast, if your fan is the kind of person whose home is full of all kinds of decorations and who is always looking for something new and interesting, then you don’t have to worry about the products that will be sold in the future.
Then… how do you know that you have built a group of “good” customers?
First of all, some clues can be revealed based on whether consumers have already purchased similar or related products.
what! They have already bought related or similar products… Then, don’t I have competitors? What else should I sell?
The appearance of competitors is actually not a bad thing, it means that the product has its market demand; but when you accurately grasp the real concern of the target customer group, use a magnifying glass to examine the market, you will find that most products may not Doesn’t meet the needs of consumers, or where there are missing. And this is your opportunity to launch products that can surpass those existing competitors and stand out.
Type of markets (products)
Next, verify your product potential through three main different types of markets
- Physical product market
- Information products
- Software products
For example, the target I am currently targeting is a running enthusiast.
The advantage of choosing “what you care about” as the market is that you also have a certain degree of understanding of the market, so you must think from the perspective of this special group of customers. What issues these people are concerned about will also be for you. Relatively easy.
The results after searching on Amazon can provide us with two important pieces of information.
- Consumer demand for products
- Reasonable price range
For running-related accessories, you can see which types of products are most rated, and you can also see which products people usually buy. Most of the top products can be reflected in product reviews and sales. Consumer market demand. As you can see from the screenshot below, there are many products and reviews for running-related accessories, which means that people with a hobby of running will buy physical products. Of course, if the product you want to sell is more “private” or “private”, it will also have fewer reviews. This is something you should pay attention to.
Next, you should analyze the price and type of the product. For example, if you want to sell that type of goods, the price is mostly around $10, and only a few high-priced products have amazing sales. This reflects that consumers care about: “Use the cheapest possible Buy this equipment at a price.” But if you find that the price difference between the different sellers of the product you want to sell is very large, and the evaluation is not the more expensive, the more people buy it, you must further analyze the secret between the price difference and the sale. .
For information-based products such as e-books or online courses, you can use Amazon’s online bookstore kindle to find books related to “running” in the category column to collect information. From the search results in the figure below, you can find that the people who bought books related to running from the top reviews are also very impressive. This means that people who like running will also buy books related to running, showing that there is a market demand.
In addition, you can also click in to see the details of the product and learn about the relationship between the book’s ranking and sales in the kindle bookstore. For example, if the ranking is less than 100,000, it means that at least 1 book is sold a day; if it is less than 50,000, it means that at least 5 books are sold every day; if it is less than 10,000, it means that at least 15 books are sold a day. (As long as you enter the ranking in the kindle ranking, Amazon Sales Rank Calculator can help you automatically calculate the relationship between ranking and sales!)
Although the kindle market does not represent the entire group, it can reflect the market potential.
If you want to sell goods, then at least three related books in that field must be within 100,000 Kindle rankings. If not, it means that this group is basically not interested in digital products. Taking the example of running, the consumer demand market is very obvious. The top books in the search results are ranked within 10,000, indicating that people who like running will also want to buy related books to read.
This kind of product is usually of interest to people who use the “Internet” for work for a long time. For example, freelance writers, designers, DJs, etc., these people use computers most of the time at work, so logically, they will buy some related products to help them work more efficiently.
In the running example, you can use “online running” + “tools” or other similar keywords to search. You can judge the current market situation from the search results of Google.
After these triple verifications, you can draw a rough picture of the product you want to promote: Is there market demand? If there is not enough relevant information in these three types of markets, then you should try to consider other products. The best product has potential customers in these three different types of markets, just like the running example above, but most people are only interested in a certain type of product.
If after this triple verification, you think the product has great potential and is feasible. Then choose one of the market inputs.
Step 2: Consumer behavior survey
After the market is established, a “net worth survey” will be conducted for these consumers. This part can start from two aspects: demographic variables, psychological statistics variables.
Demographic variables are used to describe an individual or a group, the most common such as: residence, age, gender, income, education, religious belief, ethnic group, socioeconomic status, marital status, etc.
In addition to evaluating which variables are relevant to your customer group, you can also use the analysis software assistant provided by the Alexa website to enter some large websites that the existing target customer group often browses to obtain some useful statistics. You can even further describe the content of the customer group characteristics to get additional information.
Then comes the psychological level to understand what the target audience’s thoughts and beliefs are.
- What do they want to learn (in your niche)?
- How important is the information or product you provide to them? (That is their leisure hobby, or part of their work)
- What kind of media do they like to receive information and learn new knowledge through? (Video, text, sound)
- What questions might they have about this market?
- How much do they know about your market?
You should try to answer the above questions in a concise way. This process is very important to understand the ideas of the main target customers, and their ideas and characteristics will also affect the next product positioning.
Step 3: Competitors and their product positioning
In the first stage, you have at least selected a group of people who want to buy the product as the market object, which also means that there will be competitors. And product positioning is to help brands find special attributes to help maintain competitiveness in the existing market.
For example, if you want to target marketers on social networks, the only key is that if you don’t write some tips or tricks about social networks, it will be difficult to build your audience. Because people are very accustomed to using online media marketing sites such as Quick Sprout and Social Media Examiner as the main source of information. If this group of people just want to know how to use social media, they will choose to follow the websites they are familiar with.
However, every website has its shortcomings and cannot reach everyone. For example, some people like the “quick, simple, and easy-to-understand” method, and they may abandon the long-form forum Quick Sprout, which has more than 4,000 words. If you focus on social networks shown by images, you can use Pinterest.
Finding the “deficiencies” and positioning yourself to attract readers from specific ethnic groups will be the key to success. The wonderful thing is that because the information you produce is exactly what they need, once these diehard readers find you and like the content and information you provide, it can help grow your fan base.
Find positioning, rely on positioning matrix
How do you find the positioning of your product and how to compare it with other competitors?
- Draw a positioning matrix
- Define competitors
- Mark competitors in the positioning matrix
- Online positioning matrix table is provided here
Edraw max positioning matrix
The positioning matrix is a simple table. Put the special attributes on the X and Y axes, and then list all the competitors on it, you can clearly know where the differences are.
The difference may be what any reader likes or dislikes. For example, some readers have in-depth content, while others are beginners. Several simple attributes are provided below:
- Difficulty: easy/difficult
- Details: concise content/detailed steps
- The form of the content: mainly text/with many pictures/videos
- Experience stage: beginner/professional
- Content length: short/long
List of competitors
After drawing the matrix, then make a list of competitors. Under ideal conditions, there should be 8-10 competitors. Taking social networks as an example, competitors may be listed as follows:
- Quick Sprout
- Social Media Examiner
- Convince and Convert
- Rebekah Radices
Finally, draw positioning matrices for different attributes. The best result is as shown in the figure below. You can clearly see where the gap (deficiency) is in this market. But sometimes you may not find a very clear market potential, so you have to repeatedly draw the positioning matrix with different attributes until you find the space you can play, and under the classification of this attribute, there is the potential to attract a large number of Customers.
If you feel that you are still very unfamiliar with the operation of the matrix, the actual case description can refer to this article: Comparison of Taiwanese coffee chain brand positioning
After doing the first three basic skills, you are ready to start building your customers!