The right combination of content can help create a dedicated following for a business. It takes more than just a great product or service to succeed in the marketplace. Smart marketers understand that the best way to drive engagement isn’t through delivering high-quality content in the progressive, digital age. Social media, blogs, infographics and various other forms of content invites potential and current customers to interact with a brand online, which helps to spread the company by word of mouth.
Create a lasting paper trail online with the use of content. Every blog article can be shared on various other outlets and optimized to get the greater return on investment. This means more than pushing a product or service, it comes down to delivering a message that a viewer wants to remember. Was the question or solution posed in a blog post informative and offered food for thought? Did the piece make an audience laugh?
Not only should content have a clear message and point of view, but it should also apply to the audience as best as possible. In the past, this meant that the audience would be fairly limited to a geographic area, however, this is hardly the case anymore. Even the smallest business can now reach a larger audience thanks to the internet. Custom shops can advertise services and products and sell pieces to customers across the world, which means that marketing ventures may need to go beyond hyper-geo-localization.
Now, this of course is dependent on what type of business a marketer is trying to promote. It is still true that 80 percent of consumers’ disposable income is spent at stores and locations within 10 miles of their homes, reported Forbes. So, for food, groceries and home goods stores, hyper-localized marketing campaigns make sense. Often the products being served in these locations are no different than those offered in another store in the town over. For unique pieces like jewelry or art, it makes sense to create a more global net because customers are much more likely to search for these types of products and be willing to pay shipping for custom work. The more specialized the product, the more willing buyers are to wait and order a service or item from outside of the local area.