Consistent connection matters, whatever the season
Communicating together with your customers isn’t about looking forward to the proper moment. It’s about reaching them during times of need, times of plenty, and everywhere among.
Take educators, for instance. Although most schools make spending decisions in March and April, our “Digital Marketing Trends in the training Market“ report discovered that educators are in fact most engaged through the month of July — when 97 percent of K-12 schools are out of session.
If marketers only spoke to educators during the spring purchase period, they’d miss a crucial time when educators will be ready to consume content. Not merely do educators have less time and energy to read and share content through the height of the spring semester, however they also often utilize the summertime to plan lessons for the coming fall. With out a year-round approach, marketers couldn’t truly call themselves educators’ partners.
Just like educators, other audiences have slower and busier seasons. Each goes in and out of buying cycles. Seasonal companies like ski resorts may turn off for months at the same time. But great marketers don’t turn off. They understand that consistent connection matters, regardless of the growing season or point available cycle.
Content for the slow season
Still, it could be tough to learn how to connect to customers when there is not an industrywide event or purchasing period ahead. To attain your readers all the time of the entire year, try these four forms of content:
1. Relevant content
Timely content is inherently more relevant than evergreen content. It ties right into a season or season — like Christmas or back-to-school season — or something in the news headlines.
Remember, even though there aren’t any breaking news stories relevant to your audience, you can always tie your message to a certain date on the calendar. Think about holidays, annual conferences, recent surveys, along with other opportunities to tailor content to as soon as.
In education, the institution year offers a large number of opportunities for relevant campaigns, like the start of the year, before breaks, and college application time. But teachers still go surfing through the summer. Some teach summer classes. Others tutor.
If you’re marketing in their mind, you may offer them summer school lesson ideas or strategies for professional development. Teachers benefit from the Fourth of July and Memorial Day like everybody else, so they may be thinking about little-known facts or lessons involving those events.
In another WeAreTeachers campaign, we wished to help first-year teachers hit the bottom running in back-to-school season. So we threw a teacher shower for Dwayne Reed, a deserving educator who was simply thrilled to obtain some supplies in the summertime to get ready for his arrival in the classroom. That event not only helped Dwayne, but it also helped us engage with other teachers at a time when they were getting ready to get back to school.
2. Reactionary content
A type of user-generated content, reactionary content gives marketers to be able to start a two-way conversation with audience members. The brand asks a question, participates in a dialogue, and becomes more human to the target audience than a faceless seller of products and services.
Often, this article encourages the audience to take an action predicated on a question the marketer poses. That could be on social media, on the business blog, through email, or through another channel where in fact the audience is most engaged.
People enjoy conversations year-round, so don’t limit reactionary content to big holidays or special events. Ask followers to talk about stories or post pictures, and provide a prize (as an Amazon gift card or free product) to the individual with the very best submission.
Another fun solution to get your audience engaged would be to encourage visitors to post on social media during the summer to show the fun ways they kick back. Remember to choose and promote a hashtag to tie their voices to a broader campaign.
3. Reliable content
Reliable content is focused on predictability. Daily or weekly social posts, blogs, and email newsletters remind audiences that content will reach a particular, recurring time. Utilize this kind of content for quick tips and helpful tips in a short, easily digestible format.
Reliable posts lend themselves well to evergreen content, or content that’s relevant anytime of the entire year. It’s also ideal for quick, daily snippets to help keep audiences engaged without demanding an excessive amount of their time.
For example, Sanford Health, a big nonprofit healthcare system, shares tips of your day on Facebook. Those tips link back again to articles on the site, covering topics like how kids will get exercise in the wintertime and how exactly to plan ahead to keep up a positive mood each day. Its followers anticipate these pointers, which keep them engaged with Sanford beyond if they might normally think about the brand.
4. Reoccurring content
Reoccurring content is really a bit like reliable content, but while reliable content targets short bursts of engagement, reoccurring content occurs less often and will be offering deeper interactions.
Monthly webinars certainly are a popular type of reoccurring content. By offering something new at exactly the same time every month, it is possible to build an audience that sees your brand because the go-to source for the topics you cover. Don’t limit you to ultimately an individual channel, though — be active on multiple platforms, wherever your audience could be.
We helped one client come up with a string of virtual field trips for classrooms. With a fresh trip on a monthly basis, kids surely got to explore new ecosystems from all over the world without leaving the classroom. The live events were recorded, posted on YouTube, and promoted afterward, leading to great bits of evergreen content.
Reoccurring and reliable content keep audiences engaged with you even though all of those other industry is in a lull. Follow-up and nurture to keep people’s interest. Develop a group of webinars, blogs, videos, or contests, and use your social media channels to remind people when fresh content is coming.
Teachers need not maintain the classroom to value their students, and marketers need not await certain seasons for connecting making use of their audiences. So remember your four R’s: Relevant, reactionary, reliable, and reoccurring content keeps your brand atop your audience’s mind and under your control over summer and winter.