Because ProfileTree developed our own company on content marketing FIRST, we know the value of great content marketing. And we know that great content marketing must be designed around creating real outcomes for a business.
That’s because a clear view of what your company needs to achieve will keep a clear focus on that goal. So, how to go from strategy to seeing the right results happen for you?
Let’s break it down…
Step 1 – ROI:
What does success need to look like for you? Start by connecting your business goals to your marketing strategy. Then, your content strategy can form the way you attract, engage and convert each audience segment.
Bearing in mind that ‘convert’ doesn’t have to equal ‘sale’, and neither does your ROI. Applying a sense of customer journey means new subscribers, event attendees (supporting a sales funnel), enquiries and more can all be the immediate goals.
After all, a common mistake in digital marketing (aside from not using content marketing at all) is to compare online marketing to traditional advertising: you ‘show’ your businesses or services to ask many people as possible and then count how many sales come in.
The opportunity presented by content marketing in Belfast is much more sophisticated: content can, and should, be used to target specific groups on specific platforms for specific reasons and with a specific outcome in mind!
For example, in years gone by a jeweller may have taken an advertisement in the print Belfast Telegraph or print Irish News to advertise engagement rings around the time of Valentine’s Day. The outcome? A hope that more people will walk through the shop door. The method of measuring this? Unless a special offer, code or other method has been designed into the advert or sale process…who knows.
Today, content marketing in Belfast means being able to target – say – groups of people by age, interests, the online platforms they use and more with an offer specific to them.
It also means we move on from the ‘call into our shop, or not’ ethos of old. Content marketing offers a way to draw the person into your brand *until they are ready to buy*. So, in the case of jewellery shop fans of niche watches could be invited to monthly demonstration events, asked to sign up for newsletters with genuinely useful watch trade articles, invited to social events and much more.
All in all, this takes us from ‘come to our stop…or not’ to a community of future buyers who can dip in and out of making purchases as and when they are ready. PLUS methods can be built in for the buyers to recommend, give visibility to and draw in others to your community. After all, when customers who’ve become loyal to your brand share great content you’ve created a powerful opportunity.
In short: Thinking of content marketing in Belfast like traditional marketing is a missed opportunity, instead think about building a group of people engaged with, supporting and growing your business.
How? We’ll show you proven results evidencing how this smarter approach has worked for Belfast businesses like yours. Businesses who grew online by thinking bigger online and using customer journey and content to its fullest.
Most of all, these clients took the concept of ‘ROI’ and used it to aim for quality over quantity PLUS count community-building among their goals, keeping future customers close to hand until they are ready to make their first purchase.
A conversion isn’t always in the form of a sale, but a community created around your business can mean an accumulating series of sales. That’s why taking a better approach to ROI can build a valuable online asset, instead of short-term hard selling, for your company.
Step 2 – Know your audience:
Understanding your audience makes it easier to provide content to impress and retain your potential customers. Social and Google analytics can be used to form customer personas, while social listening can also form a picture. Talk WITH about the subjects they talk about, help them to understand what your business is all about and start real conversations.
Let’s take a closer look…
Using metrics and analytics: Many of your social channels will include basic ‘metrics’ showing who has been engaging and some basic information such as their age, gender, interests, locations etc. If so, simple tools can be found online to do this.
Meanwhile, Google Analytics will give information about your website audience as well as the channels they use to access your site. A free online tool can also be used to draw up ‘customer personas’ to put a face, a name and a description to groups of audiences. The approach can also be used to draw up target customer personas for campaigns.
Social listening: Tools like TweetDeck can be used to watch for people discussing your business or industry, or related interests. TweetDeck can also be used to group people by, say, their hobby.
How does this all come together for content marketing a business in Belfast? Well, back to our example of the watch enthusiasts. Not only can you draw up a clear view of the people using your various channels, but you can start to separate your local watch enthusiast niche on – say – Twitter.
What next? By talking to the group *about the things that interest them* you create a connection. Your group may be of interest because they like expensive watches, but if they are talking about the weather or the bus lanes…talk about the same things! Then, when you do introduce – say – blogs or videos about local watch collections, trust and recognition will already have been formed.
Stay on brand, of course, and do this most of the time. You’ll have created two things: customer personas showing you WHO you are creating content for, a better sense of the audience out there, a way to engage, a clearer sense of the content needed to draw the audience in PLUS a method of doing so.
Of course, building a sense of audience and creating the right content for marketing in Belfast can benefit hugely from expertise, experience and the latest digital know-how. ProfileTree can help your business to create a community, to target and engage an audience fully and to establish the right goals from your target segments.
Step 3 – Keep ahead!:
Content marketing is more of an ongoing activity than a ‘fix and forget’ action. By continuing with consistent, quality content in line with your strategy and ROI your audience will continue to delight your future/ past buyers. Also, keeping in touch with the latest changes around factors like search and social algorithms, new devices and even AI (such as chatbots) can help stay streets ahead of your competitors.
This is a vital consideration too many businesses fail to take into account. Treating content marketing as a ‘done and dusted’ task rather than an ongoing process means every time the online world changes, your efforts date too if they have been left as a static piece of work.
This forms another of the reasons to use specialist help with content marketing: the right content strategy, the right content and the right plan to keep your online presence performing well and ahead of the competition.
Of course, it’s much easier to show how this works in Belfast. ProfileTree can explain how expert content marketing can grow your business and even use live results to demonstrate the ongoing success of brands grown online through superb content.
Our 2018 Awards
Impact Excellence Awards – University of Ulster (Winner)
‘Employer for the Future’ – Irish News Workplace and Employer Awards (Highly Commended)
Best SEO Campaign – DANI Awards (Finalist)
Best Tourism Campaign – DANI Awards (Finalist)
Best Business Growth – Belfast Chamber of Commerce (Finalist)
Most Creative Business – Belfast Chamber of Commerce (Finalist)
Best Marketing Campaign – Business Eye (Finalist)
Best Video Campaign for a Company – Sockies (Finalist x 2)
Best Content Marketing Award – Single Video – Irish Content Marketing Awards (Finalist)
Best Content Marketing Award – Travel – Irish Content Marketing Awards (Finalist)
Best Content Marketing Award – Video Series – Irish Content Marketing Awards (Finalist)
Most Effective Use of Content on Owned Media Channels – Irish Content Marketing Awards (Finalist)