Why Content Marketers Should Prioritize Connecting With Customers

Written by Gladys Nyokabi|5 min read|

The popularity of content marketing is growing at a fast rate among businesses. Everyone is trying to make it in the digital world, and content marketing seems to be the best way to do so.

Unfortunately, most businesses fail to focus on the basics of content marketing and dive right in with not enough knowledge of what they are doing. Since it is easy to track down how other companies market their products online, most firms will simply observe how their competitors are marketing themselves and try to do the same. 

Content marketing goes beyond sharing articles and videos online. It bears the complexity of traditional marketing. Therefore, every content marketer needs to remember to put their customers first at all times. 

But what does this mean? It’s simple: marketing can only be successful if it is inspired by customer needs. Sure, monitoring your competition will get you somewhere, but until you really understand your consumers, you’re not doing it right. 

The Importance of Customers to Content Marketing

Customer connection is a key part of marketing. You cannot get people to buy your product without connecting with them first. Here’s why you need to connect with your customers:

  • To Earn Their Trust

Content marketing offers you the opportunity to reach new people every day. However, this doesn’t guarantee you an increase in your customers or sales. 

The only way you will expand your customer base is by creating a trusting relationship with them. You need to aim at making your customers see you as a friend, not just another company after their money. If customers develop confidence in your business, they will most likely stick to your products. 

  • To Improve Your Reputation

Content marketing can play a huge role in building your brand reputation. You get to introduce your business to people that would probably never have noticed you otherwise. Besides, content marketing allows you to broadcast your achievements to a large audience. 

However, you need to engage with your customers if you want to build your brand’s image. People develop an opinion of your brand by viewing their content. Therefore, you should ensure that you can give them what they need. Once you start to learn what your customers want, you can focus your content on showing them that you are determined to meet their needs. 

Furthermore, if your customers like your products, you increase your chances of receiving positive feedback online. Positive feedback can help you draw more customers to your brand.

How to Connect with Customers 

Customer connection can be tricky. You need to use the right words with your customers and make sure they believe that you care about them. Furthermore, you need to be unique. You could find yourself using the same words as your competitors or asking cliché questions. 

However, such mistakes are avoidable. Below are some things you can do to make real connections with your customers:

  • Get Them to Talk 

The best way to create a meaningful customer connection is to make your conversations all about them. Your customers need to know you are paying attention to them. Therefore, you should let your customers feel free to express themselves.  

It may seem useless to you if the customer drifts off to subjects that don’t help with your marketing, but this only means one thing: they are beginning to trust you. You can earn your consumers’ loyalty from simply letting them talk. 

Besides, learning specific details such as their favourite destination or pets could come in handy when you need to reach out to them. For instance, if you need to email a newsletter to a customer, you can customize it by adding some of the information you learned about them. 

  • Let Them Know You are There for Them

Customers need to be sure that you can help them. Therefore, as you communicate with them, you should make sure you point that out. You can indicate in your content that you aim to get your customers what they need. For instance, if you are selling men’s clothing, you could make a statement like this: “Looking to make a good impression at your new job? We are here to get you the ideal suit for your first day”. 

  • Provide Genuine Information

In your attempt to attract consumers, you may be tempted to overstate what you can do for them. This is probably one of the worst mistakes you could make. If you want to keep your customers, don’t promise them more than you can offer. 

Whenever you prepare content for your consumers, be sure to indicate only what you are offering. Your customers may expect more from you, but they will appreciate your honesty. 

However, you still need to convince your audience that you are right for them. Make sure your customers know that you can make up for what you can’t offer with something they want. Tell the truth, but be creative. 

  • Offer Extra Services

You can connect with customers by offering something they need but don’t expect from you. In addition to the product you are selling, you could throw in a few services. Your customers will appreciate the slightest gesture showing that you are focused on their needs. 

  • Use Relatable Contexts

As a content marketer, you need to keep up-to-date with what is happening around you. It can be of great help in customer connection. Find out what is trending and include it in your content. If your customers are excited about a certain event, including it in your content will make them more interested in what you have to say. 

Content marketing will most likely continue to grow more popular as the years go by. This means that over time, the competition online will be overwhelming. If you want to survive in content marketing, you will need to keep your customers close. Be sure to keep improving your customer connection to remain in the game.