Why Context Marketing Matters to Your Campaign
Although the majority of marketers realize the value of content marketing, another side of marketing that’s less noticed is context marketing.
Even if you’re not familiar with context marketing or its meaning, you still know the importance of sending the right campaigns at the right time to the right audience. This is what encompasses context marketing.
The following is an introduction to the principle of context marketing and approaches you can take to apply it to your complete marketing plan.
Defining context marketing
Context marketing is the method of providing marketing content — including offers, advertisements, emails, and blog posts — to potential buyers at a certain stage in their customer journey. For successful context marketing, the right time and details are crucial. Context marketing will furnish these extra details to clarify an otherwise general content.
Great marketers take advantage of context regarding their audience, customers, and leads in content marketing. By developing customer profiles and buyer characteristics, they can implement this information for creating more efficient marketing and ad campaigns.
With this fundamental knowledge of context marketing, perhaps you might next wonder what difference there is between content and context marketing.
Content Marketing vs. Context Marketing
Content marketing refers to material you give your audience: advertisements, articles, blog posts, newsletters, offers, emails, and campaigns. Context marketing is how and when you deliver this content.
By using context, a marketer would know more about a contact than a first name. A marketer might have additional information, such as the person’s work industry, favored content, preferred channel for content consumption, if the customer is presently using an alternative solution, and if the contact’s business has funds budgeted during this season.
Through context marketing, you can use information you already have about your leads to deliver marketing that is highly appropriate, focused, and customized.
The importance of context marketing
Although there are many reasons for importance, two chief reasons are:
- Context marketing brings better conversion. In developing a campaign that focuses on your lead’s need, it’s evident that this type of marketing will produce better results since your content won’t conflict with your customer’s interests or the timeline of the customer journey. Tracking your lead’s activities through a marketing automation platform will make your context marketing easier. It will show you which items most interest your customer and how often your customer has frequented your site.
- Context marketing boosts retention. With your content accompanied by context, you can provide a more relevant, personalized campaign that’s centered on your client’s needs.
Marketing that is relevant and personalized is the basis of developing content your audience loves and interacts with. In addition, this type of marketing is usually not the annoying kind that will cause people to unsubscribe. Rather, they’re more likely to remain if they sense you’re there to solve their specific problems.
Aided by marketing automation software, you can begin the practice of context marketing through these examples.
1. Produce unique promotions for specified web pages and posts
An easy method to begin context marketing is to produce offers that magnify your website’s value. The value increases further if your promotions can solve a current pain point for a customer visiting a specific page on your site. For example, you might have a blog post article that includes a downloadable offer related to that post topic, such as a template or checklist.
2. Place targeted CTAs on your site
In addition to personalizing offers, you can bring it up a notch by placing targeted calls-to-action on your page. Suppose you have various offers you want to use to attract leads that will convert to customers.
To increase your conversion rates, you likely wouldn’t want a lead to visit a page solely meant for someone further along the customer journey. Likewise, you wouldn’t want the lead to respond to a CTA that links to a page, such as a blog post, intended for someone early in the journey.
With a targeted CTA, you can use a CTA that corresponds with where the visitor is in the buyer’s journey or any other variety of set criteria, such as business type, industry, location, or previous interactions with the page.
3. Build smart forms that decrease conversion cycles
Smart forms can tell if your site visitor has previously completed form fields you’re requesting. By using smart forms, once a site visitor enters information once, these fields will auto-populate with the answers if asked again elsewhere.
These forms will assist you in gleaning fresh details about your leads with every form they complete, rather than requesting repetitive information. This will also allow you to provide a greater flowing, individualized customer experience which makes use of previous website engagement for context.
4. Implement dynamic workflows and email content
Besides automating your forms and offers, your client email database should also be automated through targeted list segmentation. In addition to segmentation, your lists should have the right automation to understand when to draw your lead, and the lead’s specific details within your database, into your email marketing strategies.
Great context marketing sends the right campaign at the right time to the right audience. In order to present contextually appropriate emails, you must rely on your client’s activity and background to send individualized content that is so engaging your client will be prompted to convert.
Context marketing brings you to the next stage of content marketing. By neglecting context, your message may be vulnerable to addressing a wrong audience at a wrong time. Start putting context marketing into all your advertising and marketing strategies. The result will bring ever-increasing conversions, helping you and your brand surpass your client acquisition targets and boost revenues.
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