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How to increase customer acquisition through content marketing

“Eat your own dog food” – This is exactly what we practice at Edureka. We launched our digital marketing course a few months ago and since then, we have been applying every bit of it to our own marketing efforts. As a result, our digital marketing efforts have centered on a well-coordinated content marketing strategy. Our focus on content marketing and automation has helped us serve our learner community better.

Here are some of the steps towards developing a coordinated content marketing engine, based on what we’ve learnt along the way:

1. Identify intent signals: Analyse the series of actions your customers took leading up to their purchase. Determine their relative importance and assign corresponding weights. Keep adjusting these weights until you get to a model that helps you predict the probability of a potential customer to make a purchase. Manually, it can be a cumbersome process. Use machine learning, it comes out of the box with most lead scoring/marketing automation tools out there in the market.

2. Understand and segment your audiences: Leverage your own data combined with customer surveys, focus groups and one-on-one interviews. Use this data to determine the different personas your customers can be categorised into.

3. Decide what content fits with what segment/intent stage: Once you’ve identified the various personas of your potential customers and their intent stage, decide what content will help you move them through the funnel. All you need to do is to figure out what information will help your potential customers engage with your brand, establish your credibility and help them make an informed decision. Here’s one of the possible ways to categorise your content.

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4. Coordinate content delivery across channels: With the plethora of digital marketing channels available today, it’s of paramount importance that these channels are seamlessly integrated and harmonised. For instance, you cannot have a situation where your one of your emails led a potential customer to take an action, and within an hour, the same customer got an SMS asking him/her to take the exact same action.

While this will require some level of technical integration and effort, it’s totally worth it. Not syncing your messaging across channels can create a royal mess, which could be hard to recover from.

5. Set-up marketing automation workflows: It’s a little more tedious than one may think. The first step towards setting up robust marketing automation workflows is to clearly visualize them and create blueprints. This will help you great deal once you start implementing these workflows in your marketing automation tool. Before you launch any of your workflows, test them for all intent stage and persona combinations that you can think of.

6. Start with test and control groups: Don’t forget to isolate a decent number of potential customers from your workflows to ensure you have a way to measure the effectiveness of your marketing automation. This will help you set performance benchmarks and help you improve.

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7. Iterate, monitor and improve: Finally, continue to monitor how your potential customers are interacting with your content and find areas of improvement. It might be worth setting up alternate workflows for A/B testing and compare their performance.

Remember, there’s no copy and paste formula when it comes to setting up content marketing and marketing automation. You will need to get your hands dirty, talk to your customers, chalk out workflows and continue to monitor and improve on a regular basis.

Durgesh Kaushik

Durgesh Kaushik is the Chief Marketing Officer of Edureka.
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