In 2020, it is undeniable how powerful content marketing has become for companies of all sizes.
Indeed, content marketing brings 3X as many leads as traditional marketing – and costs 62% less.
Although most marketers agree with the importance of content marketing, there is one aspect of marketing that doesn’t find as much love: context Marketing.
Regardless of whether you know what context marketing means or not, I’m willing to bet that you’ve been dealing with context marketing for some time or have wanted to.
Here we present the concept of context marketing and focus on strategies with which you can implement context marketing in your overall marketing strategy.
What is context marketing?
At the simplest level, context marketing is … well, use context in your marketing.
However, since this only sounds like a circular conclusion, we go a little further into the definition.
My favorite definition of context marketing is to deliver the right content to the right people at the right time.
However, let me explain a little more about what I mean by context.
Context marketing is like a spelling bee …
When you have context to something, you have a bigger, more meaningful picture – you know, those little details that help make things clearer that would otherwise be fairly general, non-specific, and, well, uninteresting.
Let’s use a spelling bee as an analogy here. When a judge asks a child to spell the word “pour”, he or she may want to ask a number of questions to get more context before answering: What is the part of the speech? What is the definition? Can you please use it in one sentence?
All provide answers to these questions context that helps draw a clearer picture of the word he’s trying to spell.
And be important Context too! Why? Because the word “pour” is different from the word “pore” – or “poor”.
How could this child possibly give an accurate answer without getting more context about what the judge is asking? Getting more context around this word would be quite useful to help our child become a bee champion!
Ultimately, the same applies to your marketing. Would you like to be a marketing champion like our spelling bee friend?
The marketing champions in every industry are the ones who use them context about their target group, leads and customers in their marketing. For example, a marketer using the context would know more about a lead than whether it is B2B or B2C and his first name. You could also They know what industry they work in, what type of content they like most, what channel they prefer to use, whether they’re currently using a different solution to meet their needs, and whether their company has a budget this season disposes.
If you were asked as a marketer to “market” to someone and you only get a first name and the type of company your lead works in, your first question would not be … what else do we know about it? Probably if you want to do your job path better.
This is the idea behind context marketing: use what you know about your contacts to provide extremely relevant, targeted and personalized marketing.
Why is context marketing important?
Context marketing is important for many reasons, but here are the two that I think all outdo:
- If you have a context about your relationship with a contact, you can provide them more personalized and relevant marketing content that is tailored to their needs. Personalized and relevant marketing is the foundation for Create content that people love! In addition, personalized and relevant marketing is usually Not the kind of marketing that makes people click “unsubscribe”. Win win!
- If you create marketing that is tailored to people’s needs, it is obvious that marketing will perform much better for you, since you are not providing marketing content that does not match their interests or phase in the sales cycle. Think about it: If you know that our B2B lead from the previous section gets a new budget in January, in the past two weeks she has downloaded a few buying guides, visited your product pages and it is December that you can send yours insanely targeted content tailored to your needs – such as offering a custom demo at the end of your product year with a representative specializing in the financial industry. This is content that she is likely to convert to.
Why not use the context of your relationships with your contacts to create marketing that they a) love and b) transform?
3 areas in which you can integrate context marketing
Okay, these ideas all sound very nice, but how does this “context marketing” theory manifest itself? How would it look for you as a marketer? With the help of integrated marketing softwareHere are some examples of where you actually would be use the principle of “context” in your marketing.
1. Dynamic calls for action
They have a number of offerings that you want to use to convert traffic into leads, leads into qualified leads, and qualified leads into customers.
To improve your lead conversion rates, you probably don’t want leads to visit a case study website (usually an action you would take along your buyer’s path) and find a CTA to put them on a blog post leads (what is meant) for people earlier on the buyer’s journey).
Though not everyone Anyone visiting a case study page on your website must speak to a salesperson. You also don’t want to reject them by offering a CTA that is also pushy.
Fortunately with dynamic CTAs Depending on who visits the page, you can display a CTA that automatically adapts to the visitor’s stage in the sales cycle … or a variety of other criteria that you want to set! Think about industry, business type, location, past activities / behaviors, these kinds of things.
2. Dynamic email content and workflows
Your forms are not the only things that need to be smart.
Your email database – especially if you want to keep your place in the coveted inboxes of people – must be segmented even in very targeted lists.
Plus, Furthermore With email segmentation, your email lists must be smart enough to know when to include a contact and certain information you have in your database about that contact in your email marketing.
Remember that a great context marketer delivers the right content to the right person at the right time. To send contextual emails, you need the power of Workflows – the tool with which right person in the right list.
3. Smart forms
So you want to be a context marketer and see higher conversion rates.
Let me introduce you to your new best friend: intelligent shapes.
Smart forms are exactly what they sound like – forms for your landing pages angry Clever.
Indeed, so smart that they know if anyone has already Fill in the required form fields. For example, if you use smart forms, your website visitors will not see “first name” and “last name” every time they fill out a form. Instead, they answer these questions once and then never again.
This will help you learn more New Information about your leads every time they fill out a form, rather than just more of the same material.
Eventually, intelligent shapes will help you collect yourself More Context about your visitors, leads and customers and help you increase conversion rates over time.