A brief on how understanding analytics can help you make content that can create an aided-recall for your target audienceRoopali Pasricha Bhasin
There is a lot available research on the internet already about every topic that a customer can search, but then in these circumstances creating a content that should be at par is a tough job. Lately in the era of social-media domination, content-marketing has made a huge-impact, but producing a well-read content helps in streamlining the operations and devise better strategies.
Especially if you’re a startup then the first marketing strategy you should devise is to maintain a good online presence via content-marketing, this will make the customer accustomed with your offerings.
According to the research reports the 462 million internet users in India are projected to reach 850 million by 2025. While research suggests that If you can capture the needs of your market and create a content that is long-term engaging, then you’ve build the audience for your brand.
Three Important Steps -
1 - Create Content - A lot of startups struggle to decide the content they should be serving to their customers, well for that always question your customers about what would they like to read and create help-based content for them. Churn out interesting stories and growth stories for them to read. But creating the content is not enough, as the main target is to disseminate it with the correct audience.
2 - Dissemination - Once the content is made it’s equally important to disseminate it via proper channels to make it reach your target audience. Though a website is the first impression but a blog is your identity-card where you can add about the in-depth case-studies, latest accomplishments, thought-process about the latest trends in the industry and future goals. While the message in a website has to be crisp and clear but your blog can be more detailed. The content of your blog can help you emerge over your competitors. And not only you can make use of blogs but white-papers, email marketing, social-media posts, videos and much more platforms are equally effective.
3 - Study the Analytics and repeat the process again - Analytics will help you understand whether your content is reaching your target audience, at what time they are most active so that you can post content in that time-frame, what are the interested in reading and even their age-group. Not only on your website and blog, but on the social media channels as well the analytics can be well-studied and read.
Startups can dive into the customer data to find out every customer’s buying behavior, attributes, and motivations with the help of google-analytics. Content-marketing shows a visible change in the engagement patterns of consumers as well as the multi-medium offerings the consumers are looking for, you can sense the future and recognize the need of the hour. Google Analytics helps in devising an effective omnichannel strategy, it helps a consumer to understand and interact with the brand at each step of the customer journey.
For example if you’re a lifestyle e-commerce startup, you can track which pages on your website are most visited, what are the visitors searching on your website, which images are the ones that are most clicked and for how much time a visitor stays on the website. Based on the calculations you can understand the demographics and psychographics of your customers.You can identify those customers who repeat a business and build a long-term relationships with them. On your e-commerce all landing pages, pop-ups, and even product images are assessed for their effectiveness with tweaks being made to ensure maximum results. Even the positioning of products on the website is measured to identify the best location to help drive engagement and sales.
Another study suggests that 83% of the customers in 60 countries trust recommendations. Thus create your own recommendations on your website which is your first description about your work and portfolio.
According to a study in Forbes also, websites that include a blog typically have 434% more indexed pages, which indicates that they will be crawled by google for a better search visibility.
Thus the idea is to promote an intelligent-engagement amongst the relevant audience, If a buyer of your product/service wishes to find your services then definitely they will google for the online presence. Maintain active social-media channels and thus think about what will a customer search while looking for your services, add them as keywords on your website as it will be a kind of information to the search engine that the content searched is available.
Maintaining an online presence requires a lot of patience but the if done in a correct way then it can deliver results that can be measured and deliver appropriate leads for long-term success. If google-analytics are used into picture perfectly then you can understand the user-experience and decide the credibility of the content.