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Content isn't a cut-and-dried approach

3/11/2013 6:06:58 PM

When creating copy to boost and nurture and marketing list, many companies may think writers can use a simple approach, sprinkling in buzzwords and catchphrases to pique consumers' interest. And while this may be partially true, there needs to be more depth so direct mail recipients can really get to know your brand and products. 

Not only that, but once a relationship between your company and a customer is formed, there needs to be another approach to copy that aims to nurture and further grow that relationship. 

According to MarketingProfs.com, the first plan of "attack" requires inbound and outbound marketing. Inbound requires more content to be placed in more outlets to rope in a variety of people - typically two to three pieces of content per week. The source said it requires more focus but is lower-cost and can help companies build a higher-quality marketing leads list. 

"Inbound marketing requires a thoroughly thought-out content calendar that's closely managed, uses multiple channels and has multiple value propositions - i.e., for each channel," MarketingProfs.com said. "Outbound marketing requires only that you have a clear value proposition and know the key sticking points that will get a lead's attention."

On the flip side, outbound marketing doesn't need as much content - emails, a few landing pages and about three larger pieces that MarketingProfs refers to as "lead bait." The initial costs may be higher, but it requires less up-front work and can reach 60 to 70 percent of your target market quicker than inbound marketing. 

Nurture leads to further success
Once your company has established a good relationship with a customer, there are a few things you can do to keep that relationship growing. First, you can establish a clear and powerful value proposition, MarketingProfs said, as well as lay out the buying process. Identifying the sticking points for each step in the buying process will help warn them of any surprises they may encounter while purchasing products, thus quelling any irritations in advance. Finally, companies can create content that addresses those sticking points and allows them to move on to the next step. 

Good email marketing relationships are a boon for companies, as they can lead to repeat purchases, referrals and long-time loyalty, according to ConstantContact, so firms and their marketing departments should work to do whatever they can to make the process as pleasant as possible.


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