Using knowledge to get customers
Planning a holiday travel to some place warm and sunny?
There are lots of hotel booking websites that allow us to look up places to stay, compare prices, read reviews and make a booking. Aggregator websites even help you compare pricing from several of these websites.
In today’s knowledge driven world there is an overload of information available for consumers to research before making an informed buying decision.
Marketing involves creating consumer awareness and building trust in you as a trusted source for information.
Create and disseminate reliable information that educate and compel consumers to buy from your business.
Trusted Information Source
We trust professionals because they are well read and highly knowledgeable in their area of practice. It is the better prepared that wins. Superior knowledge trumps over years of experience. Invest in educating yourself about new developments in your industry.
To build trust make sure the information you give to consumers is well researched and factual. Being in command of industry knowledge promotes self-confidence and builds consumer trust.
Information and Consumer Confidence
We need to be attentive to what consumers are saying. Relate the information you provide to the experience of your audience. Give them actionable information. For instance, online cooking classes are useful in themselves while they seek to sell books and food ingredients. Are you at the peak of your market like the vegetable guys who confidently promote healthy foods?
More and more consumers are doing an internet search on products, services and the businesses in the trade. They expect to find information on business websites, web directories and social media sites with blog articles, reviews, videos and photographs.
Gather your information, educate your team and launch a marketing campaign as the trusted source for information that encourages sales.
Content Marketing Online
People trust feedback from consumers. A toiletries company launched an online video campaign utilizing consumers who were representative of their target market audience. They went beyond dialogue on product review and focused more on the daily interest of the consumer such as their hobbies, music selection and sporting interest.
Their aim was to introduce an individual the video viewers could identify with. In this way they moved away from celebrity endorsement towards a messenger who was just like the viewer explaining how she enjoyed using the products while she went about her daily activity.
The greatest challenge for most businesses is in producing consistent, original content that is relevant to consumers. Collaborating with organizations that generate and disseminate content regularly online is a good way to promote your business in association with fresh content.
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