e ways to maximise the power of reception marketing

This phrase is often repeated in marketing blogs. This sentiment, while it may seem redundant, is at the core of many successful marketing campaigns today. Your target audience must be offered the help they need, when they need it. It’s important to create and deliver content that addresses their concerns, helps them overcome their problems and encourages investment in your product at the right moment.

Many companies, however, make the mistake to rely too heavily on intrusive tactics such as cold calls and pop-up advertisements. Brand loyalty and credibility can be affected by bombarding consumers with too much content. Reception marketing can help.

This article explores how to empower customers to control their own buyer’s journey through “reception marketing.”

Understanding reception marketing

Reception marketing provides buyers with content that is relevant to their current location. You can engage consumers with information they want, rather than spamming them with pop-ups or cold calls. These strategies will help you to differentiate your brand from the competition.

Understanding your users’ behavior and creating and delivering content which directly addresses their requirements is the key to successfully implementing reception marketing. Consider the following:

• 69% of consumers try to solve their problems independently first, but less that one-third offer self-service, such as knowledge bases.
• According to , 51% of customers would not be loyal to a company if the online experience was not as good as in-person.

What is the reception marketing solution? Make sure your website contains content that will help customers troubleshoot problems, just like an associate in a store would.

Start creating content that speaks to your audience. Brands looking to implement reception strategies will find three key insights in this article.

1. Leverage consumer data insights

Analyzing your customers is the first step in reception marketing. Use audience data insights in order to better understand what your customers are searching for, and when. Find out their interests, buying habits and what they like to read.

Up to 66% of consumers are expecting companies to understand their requirements, and up to 70% of consumers state that they will be more likely to buy exclusively from brands who understand them. This consumer research is a vital step.

Owned asset optimization (OAO), a new strategy that maximizes the content created to reach today’s constantly changing consumers, is built on this foundation. Owned assets, such as a corporate site, must be optimized to achieve success.

Terakeet and other marketing firms are able to “supercharge” their strategies by making consumer research a cornerstone of the plans they create for their clients. The OAO partner uses its proprietary technology to gather search intent data and learn in real-time what audiences of their clients are searching for. They then create reception marketing campaigns that are tailored to their clients’ needs, using this data.

Dig deep: 3 data-related mistakes you can make and how to avoid them

2. Content mapping: Improve your content strategies

Content mapping begins once customer data has been transformed into actionable insights. Consider all the possible ways that consumers could interact with your brand. Write down the paths and any thoughts, questions or feelings that your customers may have during their journey.

You can identify potential questions and needs along the way to help you determine the type of content you should create to guide your buyer down the funnel. This will also allow you to understand where the asset belongs in the buyer journey. Content that helps customers troubleshoot problems is a good type of post-sale content. This will lead to increased customer loyalty and retention. What about those prospects who aren’t yet converting?

Google describes the messy middle as a phase in the buyer journey where the right marketing assets are required at the right moment. The messy middle doesn’t follow a linear path or apply to every prospect. Understanding how your customers arrive and what they need, from the trigger to the conversion point, is crucial to successful reception marketing.

Dig deep: Content measurement:

3. Support each step of the sales funnel

As noted above, the reception marketing funnel is not linear. However, certain types of content perform better than others at each stage. Semrush reports show that how-to guides and product overviews are the most popular content for the top, middle, and bottom of the funnel.

Consumer behaviors may not be permanent, and treating them as such can backfire. According to Zendesk, over half of consumers want their shopping experiences to be tailored to them. And 64% of customers below 40 believe that customer service comes second to the product.

As part of your reception marketing, you can provide support to your audience during each stage of their buyer journey by “receiving feedback” from them and using that to inform your future strategy and interactions.

Companies that try to sell their products and services will not succeed in a world where consumers are more discerning. We must instead focus on adding real value to the journeys of our customers based on their needs and wants.

Dig deep: Customer Engagement: Moving from Value Creation to Value Expansion

The post Maximizing the Power of Reception Marketing appeared initially on MarTech.