Is Your Marketing Failing? Read This…

The Reason Marketing Fails

The real reason marketing campaigns struggle isn’t what most people think it is.

While the products on offer are certainly important, even companies that still have a great product nonetheless find themselves floundering all too often. The issue, so frequently, is found in the marketing department. There’s often a disconnect between what the marketing team perceives their role to be, and how a successful marketing campaign actually works today.

 

A good marketing effort doesn’t really start with the products or services the business is selling. To put it one way, while those products may ultimately lie at the heart of a company, in today’s digital, content-focused marketing reality, they are seldom where an eventual customer starts.

 

Customers, in other words, only end up as customers. They don’t start out there. To start, they are nearly always regular internet users searching for something — an answer to a question, a solution to a problem, or something similar. While they are interested in finding something of value, that thing isn’t yet the product a company sells.

 

Marketing Today Requires More Contextual Content

Marketing today is more about meeting potential customers where they are, rather than directly marketing products. In practical terms, that means providing high-quality content is the first and most fundamental step in a great marketing campaign. The initial goal is to get someone to the intermediate stage in between being completely unfamiliar with a brand and being an actual customer.

Consumers today are spending, on average, over 11 hours a day consuming some form of content. You don’t want to simply interrupt the content your potential buyer is consuming. Ideally, you want to create the content they want to consume.

Content that addresses a potential customer’s need, providing them with genuine value, is the way to achieve that end. Of course, the content should be connected to the products in some way, so that there is ultimately a way to convert engagement into sales. Attracting an audience with no interest in a company’s products would be pointless.

 

That is why marketing teams should create content useful to an audience that would also benefit from the products offered by the business. Creating such content requires having a finely-tuned sense of a target audience. That isn’t exactly a simple thing to do, but knowing the importance of identifying the target audience provides a sense of where to focus effort.

Conclusion:

From there, content that provides value to the audience — such as by directly answering a question they have or providing helpful general information — will draw potential customers in. The more people get value from the content created by a marketing team, the greater the number of leads that may, eventually, be converted into satisfied customers.

 

Concentrating on great content, while it isn’t a direct form of marketing, will thus ultimately pay off. Understanding what really lies at the heart of a successful modern digital marketing campaign — content, not products — is vital.

PS. Here’s 3 B2b content secrets you can’t afford to ignore, along with the top websites you need to know to promote your business in 2022.

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