Without a full understanding of your potential customersâ€™ behaviors and situations, you wonâ€™t be able to make your marketing content effective.
For instance, if a potential customer is reading SEO content on your website, a call to action to download a Facebook marketing eBook wonâ€™t convert them. Make sure you have a full understanding of your potential customersâ€™ situation when you create any marketing content. Because the more you know about your prospect, the better you’ll understand what they need and how to position it for them.
Therefore, contextual marketing is crucial: it helps you to understand your prospects better, relate to them, and offer value in all the content they receive.
Contextual marketing strategy is guided by the behaviors and conditions surrounding your prospects, and it helps you create content thatâ€™s relevant to your customers.
For successful marketing efforts, your content should be pertinent to your target audience. However, contextual marketing isnâ€™t built upon content relevance only. Timeliness also plays a huge role to make sure the content remains relevant. For instance, if a customer requests an email marketing eBook, send it to them immediately, because what makes that content relevant is timing.
Examples of Contextual Marketing
1. Smart Forms/Progressive Profiling
Most marketers know that forms are a quick and easy way to capture and segment prospects. By creating a smart form, you can easily change the whole form depending on your visitor and their behaviors. And you can base your content on:
* Country – This depends on your visitorâ€™s IP address so that you can display content relevant to their country.
* Device type – This you can help you display content that fits the device your visitor is using (mobile, tablet, or desktop).
* Referral source – Here you can present visitors with content depending on how they found your site (direct traffic, social media, etc.)
* Contact list membership – This enables you to show visitors specific content if theyâ€™re part of one of your lists.
* Lifecycle stage – This changes the content in your form fields depending on the stage your visitor is at in their customer journey.
Using Chatbots tools, you can automate conversational tasks. And you donâ€™t require coding experience to launch your bot experience either. Once you set it up, itâ€™s easier to customize your chatbot to stick to your business standards. You can also use it for contextual marketing.
With time, your chatbot will learn to store contact data to improve future interactions. And bots can recall past conversations, which helps keep future discussions moving.
Plus, they donâ€™t get frustrated like humans. And they can answer most routine questions repeatedly â€” all while offering a personalized experience to each visitor.
3. Guest Blogging
Guest blogging is one of the best strategies of contextual marketing, and millions of blogs are ready to accept a helpful, in-depth guest post. Regardless of how knowledgeable a blogger you are, sometimes readers may not take you seriously if you go all by yourself.
In fact, 62.96% of readers view blogs with multiple authors to be more credible.
Link for more information – http://socialmarketingwriting.com/how-to-build-a-credible-blog-infographic/
So if you want to build authority and generate quality traffic, relevant links, motivated leads, and sales, guest blogging can offer you all these.
Guest blogging will not only help you drive traffic to your site, but itâ€™ll also boost your revenue. However, most brands fail at guest blogging because they donâ€™t know how to create the right content effectively. Having said that, understanding the situations of your prospects can help you create the right content.
4. Ask and Answer Questions on Social Media
Social media has turned contextual marketing into a viral interactive experience. Now, prospects can find companies, follow those companies, and interact with them.
Donâ€™t depend solely on social media for conversions, because social media has a very low track of bringing conversions. However, you can use social media as a powerful tool of contextual marketing to enhance your brand.
Donâ€™t just use social media to create a social presence for your business. Instead, engage with your followers; be social. To connect with your followers and visitors, ask questions, answer questions, respond to tweets, and be present.
Interact with all the social mentions of your brand; this will boost your brand image.
5. Give Away Free Guides Related to Your Business
Guides can be sources of organic traffic. However, donâ€™t create them just to get words out. Publish guides with solid, valuable information. And you can use free guides to build your email lists.
If youâ€™re looking to model a company that creates free guides, HubSpot is a great example. Having said that, your guides need to be relevant to your brand. Keep them specific because you want to gain prospects who will convert to become customers.
Contextual marketing is an ideal way to make sure your valuable content gets to the right customers at the right time.