Content Marketing.

Communication is key. Strong content is indispensable here. A relevant news article, a fun photo or an intense video ensure engagement and make your company stand out. After all, you want your company to stay in the spotlight and pass by regularly on the timeline of your potential customers. Scheduling this content does not have to be complicated. There are numerous programmes that allow you to set in advance which content should be published when, and on which channels.

However, it does not end there. Your posts will be met with reaction, both positive and negative. Try to actively and quickly interact with your audience and answer any questions. Do not delete negative comments, but try to enter into a conversation with the person in question. Constructive dialogue shows good will and will contribute to the positive image of your company.

Copywriting

Before you can start sharing and promoting content, content has to be created. Your website itself is where the copywriting story of your business starts. This is often where a potential customer first comes into contact with your product or service. You need to convince them of your added value.

Writing copy for your website can have different purposes. The texts for your website are only the first step. There are also social media posts, emails, newsletters, slogans, and more. And then you have to take SEO rules into account if you want to be found on the world wide web. So there is a lot more to copywriting than you think.

Writing strong copy is not to be underestimated. You have to know what to write, and for this you have to know what your prospects are looking for. For this, you obviously have to go back to your marketing plan. At Dazzle we rely on content managers and copywriters who analyse your brand and provide the appropriate copy. Or we work closely together with your team of pencil pushers. It is up to you.

Blog posts are the cornerstone of marketing

It is often decided to also place a blog on a website. A blog is a testament to knowledge and shows what you are doing as a company. Once you have decided that you want a blog on your website, the first blog posts will probably flow out of the pen fairly quickly. After all, you are usually an expert in your own field and can therefore provide some information about your business and its challenges. Whether you go for weekly or monthly blog posts depends on the capacity of your company. Make sure you have a good planning and always share your blogs on social media.

More than blogs: e-books, reviews and influencer marketing

Of course, content marketing is more than just writing blogs. The creation of infographics is certainly part of it. Displaying important information in a playful way ensures that your reader/visitor pays more attention to what is shown on your website. By working visually, the visitors of your website get to see everything at a glance, without having to read long, boring texts. Videos, by the way, also fit in perfectly with this. People are very visually oriented, so videos will be watched faster than dry text.

E-books, brochures and guides are also often an added value on your website. On the one hand, because you provide information in a clear way that the visitor can read in his/her time. On the other hand, you will often have to fill out a form before you can download or receive the desired document. With this, you are actually already focusing on data capture or lead generation. An e-book also shows your expertise to your (future) client. In our case, for example, we could offer a short brochure on WordPress or SEO.

Once you have completed a few projects, you can showcase them on your website. Case studies show future customers what your company has to offer. There is a tangible example of what the customer can expect, rather than just (empty) words. You can also link testimonials and reviews to this. Have you completed a project? Ask your customer to leave an honest review on your website or to e-mail it to you so that you can post it yourself. If you want to go a step further, you can also use popular tools such as Trustpilot, where you can create a profile so that customers can leave an (anonymous) review.

For variety, it is also best to work with checklists or listings on your website. Do you have clear and concise information that you can easily list? Then choose this. However, do not make checklists with lengthy texts or the list will lose its charm.

Influencer marketing is not a new concept, although it sometimes seems so. Brands have been working with famous people to promote their products or services for years. Who remembers the Pizza Hut ads with Tia Hellebaut? Or if we go on the international tour, we recognise Johnny Depp as the face of beauty brand Dior Sauvage. Influencer marketing has become an important content marketing strategy for many companies. We now also see Instagram, YouTube and TikTok influencers promoting products en masse. From an ethical point of view, one can question this, especially when the product or influencer is primarily aimed at younger people. So be sure to weigh the pros and cons when choosing influencer marketing.

Lead generation

Lead generation is really just a marketing technique where you generate interest in potential new customers. A lead is someone who is interested in the product that your company offers. And of course you want as many of them as possible.

To speak of lead generation, you will first have to define your prospects. Which people fit my target audience and match my buyer personas? In other words: who will show interest in my company? Once you have defined this group of people, you can start with your marketing to convert these prospects into real leads. Whether you do this through SEO, social media advertising, SEA or e-mail marketing, you will have to find a way to convince potential customers to choose your company. As soon as someone is tangibly interested (i.e. a form is filled in to get more information about your product or service), we can speak of a lead. This can range from requesting a quote, to subscribing to a newsletter or downloading a guide.

In the past, lead generation was often done by cold calling. You know the drill: a call agent calls you at the most inopportune moment and you're left feeling irritated. Fortunately, mankind, in general, learns from its mistakes and today's approach to lead generation is completely different. Generating interest with interesting blog posts, highlighting your USP's through advertisements, or offering a nice brochure. These are just a few of the many options to get prospects to your website. Make sure you have good landing pages and clear call-to-actions (CTA) and the ball will start rolling.

Content is King message on paper in old typewriter

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Dazzle BV
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info@dazzle.be

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