website development company in palsana
website development company in palsana, surat provide a services like website development, web development, application development, software development, SEO & Digital marketing. With that you can take your business online and grow your business as well.
Audience Research Led to Tattoo-Worthy Content Marketing
How do you make amazing content campaigns? The answer is deceptively simple: Start with your target audience. More specifically, start with a deep understanding and awareness of your target audience — i.e., customer research website development company in palsana.
Unfortunately, not everyone does this. It turns out, if you’re doing customer research, you’re in the top 35% of marketers. A 2018 CoSchedule survey of 1,500 marketers found that 65% of marketers do not conduct customer research. But those who do are a staggering 303% more successful.
In this post, learn how we used audience research to turn a boring topic into an effective content campaign that brought leads, generated awareness, and ended up permanently tattooed on a customer’s arm.
Audience research allowed us to create impactful messaging, find the right channels, decide on a distribution strategy that worked like a charm, and create a campaign success confirmed in ink. But I’m getting ahead of myself website development company in palsana.
Are motor oil warranties interesting website development company in palsana?
Safe bet, no. Warranties for motor oil are not interesting. At least, that was our team’s first take when we assembled in the boardroom on a chilly, early spring day to hear the news: Warranties were ruining business.
We sold after-market motor oil. Unfortunately, dealers selling shiny new motorcycles, snowmobiles, or ATVs were giving brief but persuasive lectures to customers about how third-party motor oil could hurt their engines.
Those claims were invalid, and, quite frankly, against the law (See: Magnuson Moss Warranty Act). To overcome that wrong advice, we had to get through to our audience members and educate them on why warranties from after-market motor oil vendors are essential and why they should care.
Appeals to logic wouldn’t help. We had already published many studies on how more effective our oil was compared to other brands. This was not a problem to solve with the engineering team’s charts and graphs.
We pulled up our warranty page on the screen and sighed. It was boring and read like the legal department wrote it.
We shifted our focus (only too gladly) from the page. Instead, we asked who would read it? Who would care deeply about the warranty? Not because they had a law degree and wanted to cozy up to legalese, but because they cared about what the warranty stood for – namely, protecting their very new, very expensive motorcycle website development company in palsana.
TIP: If your content is about your brand and how awesome your product is, it won’t resonate. Take yourself out of it. Your customers care about their pain points and problems, not yours. Focus on them. Challenge yourself by asking who would care about your message and why?
Understand the target audience
Our core audience was typically middle-aged, and loved riding snowmobiles in the winter and motorcycles in the summer, and going to rallies and car shows. This audience watched the Engine Masters Challenge and knew names like Bryce Menzies or Kenny Hauk.
Changing oil was not a chore they had to squeeze into a Saturday. It was an emotional experience that reflected their values, whether that included DIY maintenance, working with their hands, or caring for what they owned.
Some people were die-hard nerds (yes, there are hugely popular motor oil forums on the internet), while some just cared about having the coolest, loudest, “baddest” motorcycle at Sturgis (a motorcycle festival that draws over 250,000 riders). They loved the open road, exploration, and adventure. Taking care of their engines was part nostalgia, part rebellion, and part Zen.
We knew they wouldn’t spend a minute reading the warranty page unless we paid them.
Create messaging that fits in the customer’s context
We took a step back to look at how our warranty fit in the customer’s world. Where would we have the best chance of positioning our messaging and how would it work?
We dug into our customer personas. We wanted our messaging to fit the world they inhabited, not our corporate conference room in Wisconsin.