Content marketing isn’t just publishing a few blog posts a week. It’s about more than just being a company-it’s about being a brand that believes in something.
Without a content marketing strategy that embodies the vision of your company and brand, your business will lose loyal customers and advocates. If your retail business is failing to build a stickiness with your customer base, here’s why and how to fix it.
INSPIRE CUSTOMERS, DON’T TREAT THEM LIKE TRANSACTIONS
The ideal customer is one that connects with your brand, and unless you have a steady stream of messaging that speaks to your customers to reinforce why you’re the go-to for the products you sell, they’ll forget. Instead of focusing solely on sales and discounts, inspire your customers with a message that resonates with them.
Fashion retailers, for example, can put together lookbooks for what style fits “you” best. Nordstrom advertises its lookbooks to several customers based on their web behavior and purchase history:
DON’T BE JUST A VENDOR
Not adding value beyond the products you sell doesn’t differentiate you from competition. Customer loyalty is built beyond being a vendor. Show your customers that you understand their needs and why they find your products valuable.
REI launched an extremely successful content marketing campaign this year when the company told shoppers REI stores would be closed on Black Friday, urging customers to spend the day outside and share their experiences using the hashtag #optoutside on social:
This campaign shows customers that REI understands them and their use of REI’s products. The company sells outdoor gear, so why not build a campaign around that and encourage customers to spend the day doing what they love – with the products they’ve purchased from REI. The added bonus beyond great press and encouraging customer loyalty? #optoutside being shared across several social platforms.
LACK OF BRAND AWARENESS
Brand awareness is always on the radar for marketing departments, but without incorporating content marketing into your digital strategy your company is missing out on massive opportunity. Brand awareness is more than pushing your name out to new audiences, it’s about showing your audience that your company is more than a store – it’s people running a business.
Content marketing helps gives brands a personality and connect customers with the people working inside of the company. Connect with your customers outside of being a brand that sells clothing they like; be a brand that believes in something. That type of messaging encourages social sharing, new followers, and a new way of reaching customers that puts you way ahead of competition.