Substance and Style

Content has become an increasingly important part of every marketing plan, but how are people to stand out when everyone is flooding the internet with content? The key to standing out with new marketing tactics is to focus on old marketing principles. Better content is content that resonates with its audience. Connection drives engagement and engagement drives conversion. You must connect in order to positively affect the bottom line. You can connect with your customers better by knowing them better. Here are some ways:

1. Google Analytics. You can learn so much about your customers (for better or worse) by collecting data on your website. The data is useful, especially in building buyer personas, because it shows what other sites your customers are visiting, where they come from, and what they’re searching for, as well as general demographic information such as what devices they’re using and where they’re located. If you are careful in configuring your custom metrics and dimensions, you can gain additional useful insights about demographics and customer behavior based on your individual needs.
   That said, think carefully about your reliance on analytics. Make sure you agree ethically with what information you’re collecting, and that your customers agree. Make sure you have a clear explanation in your terms of use. Keep up to date on the legal issues surrounding data collection, and know that your ability to collect the specific information you’re collecting could change at any time as privacy laws begin to catch up to the technology. Finally, be aware that Google Analytics 4 will replace the system you’re using on July 1, 2023, so make sure you’re preparing and training for that switch.
   
2. Talk to your customers. It sounds obvious, but don’t forget to have actual conversations with your customers about what they need and what you can help with or teach them. Follow up with them to see if they’re happy. Ask for and read your reviews. Not only will these conversations give you great ideas for content, they will set you apart from businesses that have a less personal touch.
   
3. Take criticism. Keep the dreaded comments section or DMs open. Really reflect on any bad reviews you get and see them as an opportunity to do better. Learning what your customers don’t like is as important as what they do like when you’re trying to build genuine connections. This also gives you insight into their needs and pain points, allowing you the chance to solve problems for them in your content.
   
4. Finally, do some creative exercises in empathy. Attempt to actually walk in your customer’s shoes. If you’re a B2B business, go to an industry conference attended by your customers. Read the trade magazines or popular industry blogs. If you’re a B2C business, take a walk through your own buyer’s journey. Try adding a quiz or survey to your website that specifically explores your customer’s preferences and pain points in order to get to know them better. Knowing your customers well benefits you in all aspects of your business, and is especially helpful when you’re trying to connect with them through content.