Content Marketing for Apps
The Psychology of Content Marketing
Classic vs. Evergreen – By Robert Rose
When it comes to online marketing, the powers of personalisation on offer are unmatched by any other marketing medium out there. Key targeting tools in social media, search engines and even e-mails allow brands to pursue highly accurate personalisation.
And that’s a good thing, because it turns out consumers are four times more likely to respond to personalised offers than to generic marketing.
But what are these tools, and how can your brand go about using them?
Well, lucky for you, we’ve put together a list of some of the heavy hitters below!
With over one billion users worldwide, Facebook is a platform that reaches a massive audience. Thankfully, among all those hundreds of millions, Mark Zuckerberg’s creation allows you to target the audience best suited to your brand or product.
Using Facebook’s promotional tools, you’re able to target based on a variety of metrics: age, location, gender and even what a person’s likes and interests are. This means that cosmetics brands can target women with interests in beauty, toy companies can target parents with children and coffee shops can target local residents in the mornings.
Whatever your brand is about, Facebook allows you to target someone who might be interested. And since they own Instagram, those same targeting tools can be applied there.
Using those tools, you can create much more personalised pieces of social content targeting different audiences with different messaging.
As a video content platform, YouTube offers a variety of targeting tools, including Google AdWords. However, one of the simplest is Google Preferred Targeting.
This targeting makes sure that a brand’s video content is displayed on the top 5% of YouTube content (in other words, its most popular and engaged channels) and offers targeting across 12 different categories: from Beauty & Fashion to Gaming.
You can then layer demographics (like age and gender) onto these categories to reach the people who are most interested in your brand. Or, if your brand could appeal to many categories, you can create a different piece of content for each one.
Streets ice-cream recently released a string of videos targeting 50 different user groups, targeted to different segments on YouTube. In doing so, they found their most engaged audiences, with videos targeting popular culture hitting a lot of views, while videos targeting politics and beauty had much lower response rates.
By personalising their videos in content and targeting, they now have a much clearer idea of the audiences their product most appeals to, and they can continue to create personal messages for those consumers moving forward.
While consumers are now moving more towards social platforms, direct e-mail is still an extremely effective way of reaching audiences and for many brands, the most effective. After all, 77% of digital marketers still consider it to be the primary way of talking to their consumers.
Keeping e-mail relevant is just a matter of adapting to the new more-targeted social market. Rather than sending broad, blanket e-mails to everyone who’s registered on your business’s site, you can tailor custom e-mails and use tools to segment your audience into groups.
So, if someone has bought an outdoor table from your furniture site, you can add them to a ‘backyard’ list, while someone who purchases a TV stand can be added to a ‘living room offers’ list.
This will allow you to tailor custom messaging for each segment, which means the content will have a much more personal feel to it. This should result in a better response rate than an e-mail full of generic offers.
So there you have it: by creating more personalised content, not only are your consumers more likely to engage with you, you just might discover something new about your brand, as well.