Whether you believe Valentine's Day is a manufactured holiday to increase sales of red roses, chocolate and overpriced restaurant meals, or if you look at it as a special day to celebrate your sweetie, people feel strongly about Cupid's celebration. Marketers can also learn something from this emotional connection and apply it to their content.
Here are five ways you can get your customers to fall in love with your content marketing this Valentine's Day:
1. Be Real
Inauthenticity is no way to do business anymore. Brands are embracing transparency and being honest and true in order to win over customers. Just as you shouldn't lie about your past to get a date, companies are tossing out their old ways of using business jargon on websites, cold canned responses to emails and false or exaggerated product claims. Misrepresenting yourself won't get you a second date, nor will it win you any new customers.
2. Make an Emotional Connection
Consumers base buying decisions on their emotions just like relationship decisions hinge on feelings. Emotions drive decisions, prompt actions and change mindsets, leading to strong loyalty and deep personal connections with certain brands. The heart of your consumer must connect with the soul of your brand and do so on an intimate level. Our favorite example of this relationship between company and consumer is outlined in the book Lovemarks: The Future Beyond Brands written by Kevin Roberts. His theory:
"Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absense. Lovemarks are a relationship, not a mere transaction. You don't just buy Lovemarks, you embrace them passionately. That's why you never want to let go. Put simply, Lovemarks inspire Loyalty Beyond Reason."
3. Be a Good Listener
Listening may sound like common sense, but we all know how boring a one-sided conversation on a date can be. Don't be that guy with your customers. Stop talking about yourself and spending money and time focusing on what you "think" your customers want. Instead, talk TO them, whether that's via surveys or actual human-to-human conversations. Flat out ask them what they want and need. Then, you can determine ways to produce and present your products and services in ways that actually improve your customers' lives. The result is a symbiotic relationship that results in happy customers and successful companies.
4. Don't Expect a One-Night Stand
We've talked a lot before about how content marketing is not a quick fix. It takes time to build relationships with customers and develop trust. So, if you're looking to "get lucky" by writing a few blogs and posting a few times on Facebook, content marketing may not be for you. It takes at least six months to start seeing results and even when you do, that just means you have to keep the content flowing and increase your channels. After all, just because you had a successful first date, doesn’t mean you don’t still have to woo them, right?
5. Be Consistent
You wouldn't want your romantic interest to be hot one minute and cold the next. Customers also expect consistency from brands. In fact, content consistency creates loyal customers. That means making sure your voice is the same in all of your content from your website to your social media. You can't be laid back and casual in one venue and stiff and businesslike in another, or else it will confuse your customers. Instead, by creating a consistent story you help people determine whether they want to let your brand into their lives and their wallets. Since it takes six to seven brand impressions for someone to remember your company, it's important to make a good first impression. After all, you'll always remember your first kiss.
If you are looking for the perfect match for your content marketing needs, the team at SPROUT Content is armed with arrows full of valuable content that will inspire love from your customers. Contact us to start the affair.
For more detail on these five points and to learn even more ways to use content marketing to grow your business, read our new book, Brands in Glass Houses.