Creating a relationship with clients is important to businesses, whether you are selling directly to the consumer or operating a business to business model. Selling online requires high quality content, but as more business owners are discovering, context marketing is crucial to success.
Understanding the customer and their habits allows business owners to create a highly personalized shopping experience. This shows the client that they are appreciated and valued and when done correctly should increase conversions. Context marketing targets potential customers based on their interests, desires and habits. Consider it as an extra tool that can be used in addition to content marketing to increase your marketing success.
Content vs. Context Marketing
Content marketing should include information that provides real value to consumers about a product. The quality and originality of the content can affect how a site ranks in search engines as well as whether the consumer is driven to take action, typically speaking with a salesperson or actually purchasing a service or product.
Context marketing is used to personalize the interaction the consumer has with a site or salesperson. It can include information regarding location, data, mobile devices, and even the browser they use to access the site. This allows the marketer to target the customer with ads that are relevant to their needs. When used correctly, this should increase conversion rates.
Integrating Context Marketing
A website that features quality content often requires just a few simple tweaks to improve conversion rates, such as integrating context marketing. With the rapid increase in mobile use, it is crucial to optimize websites for their use. The following tips can help improve consumers experiences on the site, while also serving to increase conversions.
- Learn more about how customers are finding your website. This can be done through the use of analytic tools. These tools can provide valuable insight, such as geographical breakdowns as well as the keywords and links that led the user to the sight.
- Add calls to action that are dynamic, yet not intrusive. Consumers may be turned away by ads that pinpoint too much of their information when they immediately enter a spot. They may be annoyed and leave the site. Interactive dynamic calls of action that occur lower on the page often work best.
- Email also needs to be dynamic with segmented lists that can be used to personalize targeted information to consumers. Set emails with workflow information that will begin working with information as soon as they are added to the list.
- Use technology such as smart forms that are able to recognize which forms have already been filled out. You want to retain readers on the site to present the pitch rather than annoying them and sending them away.
- Integrate marketing systems as well as social platforms to deliver the best possible experience for your visitors. Prodding visitors to sign in to your website using social sites as well as shopping and sharing experiences can be included as an option in many systems and may increase traffic as well as providing you with additional information regarding their habits and experiences.
Contextual marketing can be used to enhance traditional content to deliver targeted information to visitors instead of casting a broad net and hoping to land a single customer. As technology continues to evolve, the way context marketing is delivered will also continue to change. You can choose whether to market to a slightly broader audience or to an individual customer. Rather than choosing content vs. context marketing, integrate the two for the best results.
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