Context marketing is a facet of marketing that does not receive as much attention as content marketing, despite the fact that it is safe to say that the majority of marketers are on board with the significance of content marketing.
Regardless of whether you are familiar with the term “context marketing,” I am willing to bet that you want to distribute the appropriate marketing campaigns to the appropriate consumers at the appropriate time. This is the essence of what is meant by the term “context marketing.” In this section, we will begin by introducing the idea of context marketing and then proceed to delve into various strategies that can be used to incorporate it into your overarching marketing strategy.
What Exactly Does “Context Marketing” Entail?
The method of providing marketing content to consumers at a particular point in their purchasing journey can be referred to as context marketing. Examples of marketing content include blog entries, offers, emails, and ad campaigns. Timing and selectivity are absolutely necessary for the success of content marketing.
Delivering the appropriate content to the appropriate audience at the appropriate moment is the description of context marketing that I like best. Allow me to elaborate a bit more about what I mean by the term context, though. Whenever you have context for something, you have a bigger and more informing context— you know, all the little specifics that give more clarification to stuff that would normally be fairly general, undefined, and well, incredibly dull.
The most effective content marketers take into account the context of their viewing public, leads, and consumers when developing their marketing strategies. They do this by developing customer profiles and buyer personas and then using the information obtained from these to develop more successful campaigns for marketing and advertising. You could be questioning, now that we’ve gone over the fundamentals of content marketing, what the main differences are between content marketing and context marketing. Let’s take a closer look.
Marketing Based on Content as Opposed to Context
The material that you provide to your clients and consumers, such as blog posts, publications, offers, newsletters, emails, campaigns, and advertisements, is referred to as “content.” The term “context” relates to the timing of your delivery of this content as well as the conditions that surround it.
The concept behind context marketing is to make use of the information you have about your connections in order to deliver marketing that is extremely relevant, highly targeted, and highly personalized.
Why is It Important to Market Based on Context?
There are a number of factors that contribute to the significance of context marketing; however, there are two primary reasons that stand out as particularly significant. Let’s talk about them down here.
Contextual Marketing Has a Higher Rate of Conversion
It logically follows that when you create marketing that is aimed at the point of demand for individuals, your marketing will accomplish far more for your business. This is because you won’t be distributing marketing content that is mismatched with the preferences of the target audience or the phase in the buyer’s journey that they are currently in.
Think about it: if you understand that a B2B lead will be receiving a new budget in January and it’s already December, you’re in a position to send the client incredibly focused content that meets their needs. For example, you could send them an offer for a personalised demo of your product with a representative who specializes in the finance industry. This is the kind of content that she’s pretty likely to convert on, particularly if she’s downloaded a buying guide and visited your product pages already.
It is recommended that you use marketing automation software to keep track of the activities of your prospects, as this will make context marketing much simpler. You will be aware of the products that your potential customer is most interested in purchasing as well as the frequency with which they have visited your website.
Marketing in Context Has Been Shown to Increase Customer Retention
When you have context regarding your relationship with a contact, you are able to provide marketing content that is more personalized and relevant, as well as content that is targeted to the needs that the contact has.
This is wonderful for two reasons: the first is that creating content that people love and engage with relies heavily on personalized and relevant marketing, and the second is that people love to engage with content that is created for them. In addition, marketing that is both personalized and relevant is not typically the type of marketing that irritates people to the point where they click the “unsubscribe” button. Customers are much more likely to stick with you if they get the impression that you are specifically working to address the issues they are facing.
Why not create marketing that your clients will love and convert on by using the context of your relationships with those contacts? Visit this site to get more expert advice on contextual campaigns to increase your customer engagement and retention.
How to Begin Contextual Marketing
Okay, so how exactly does this “context marketing” theory play out in the real world? In your role as a marketer, what would this look like for you? Here are some examples of how you could actually apply the “context” principle to your marketing with the assistance of software designed specifically for marketing automation.
Make Individual Deals for Each Individual Post and Page You Create
One straightforward approach you can take to get started with context marketing? Make offers that increase the value that customers receive from visiting your website. Extra credit should be given if these offers provide a solution to a particular annoyance or problem that a customer is seeking a remedy for when they visit that page.
The majority of the blog posts contained within specific websites archive include an offer that is directly connected to the subject matter of the article. For example, in this specific blog post regarding context marketing, you can click on this link to find affordable yet effective contextual campaign packages to boost the traction of potential customers to your products and services online.
Integrate Thoughtful Calls-to-action Into Your Website
Incorporating strategic calls to action into your personalized offers is one way to take them to the next level. Let’s say you have a number of different offers that you want to utilize in order to convert traffic into leads, leads into qualified leads, and qualified leads into consumers.
If you want to boost your lead conversion rates, you presumably don’t want leads to find a call to action that leads them to a blog article when they are viewing a case study webpage (which is typically an action you’d perform further along in your buyer’s journey). This is because blog posts are intended for people who are further down the buyer’s journey.
Nevertheless, not all individuals who go to a page on your site devoted to case studies are necessarily prepared to engage in conversation with a sales representative. You do not want to lose their interest by providing a call to action that’s too aggressive, either.
You can, luckily, surface a call to action (CTA) that instantaneously aligns with the visitor’s phase in the sales process… or any other host of requirements you want to set. This is made possible by smart CTAs, which allow you to do so. Consider the sector, the type of business, the location, as well as the activities and behaviors of the past.
Develop Intuitive Forms That Cut Down the Length of the Conversion Cycle
Intelligent forms are able to determine if the form fields you are requesting have already been completed by another user. Instead of seeing “First Name” and “Last Name” each time they fill out a form on your website for example, if you use smart forms, your visitors to the site will only have to respond to those questions once, and afterward they won’t see them again.
By doing this, every time a lead fills out a form, you won’t just get more of the identical information; rather, you’ll be able to learn something new about that lead. It also enables you to provide a more streamlined and customized user experience for your website visitors, one that makes use of the context provided by their previous interactions with your website.