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Choose Relevant Content For Higher ROI

When it comes to email, online marketing, or any marketing for that matter, it’s a good idea to put yourself in your customers’ shoes to ensure what you are saying and how you are communicating is actually going to gain a positive reaction from them. It’s not rocket science, just plain common sense.

Constant interruptions offering products and services they don’t want or need is the quickest way to become ‘untweeted’, ‘unfriended’ or just plain ignored by your New Zealand business customers. Your aim for your New Zealand business is for them to welcome your interaction, not find it annoying. It needs to be recognizable, entertaining, informative and a catalyst for them to engage with you on a regular basis. This type of content is often referred to in the US as ‘magnetic content’.

Here’s an analogy with a bit of a New Zealand twist that might help you to see where I’m coming from.

When developing your content, whether for an ad, a tweet, a blog or any other online social marketing tool, think of the words as a ‘woollen sock’ and the potential customers as ‘biddy bid’s. Remember them? If the (words) sock even lightly touches the (customer) biddy bid, they’re stuck together for good.

Nearly two thirds of marketers in the US use this approach as part of their social media strategies, making it the most common approach for developing content. Check out the statistics below from a June 2010 study by King Fish Media, HubSpot and Junta42.


When developing your content, ponder these five points:

  1. Is the content unique?
  2. Will the content be of any use to your customer?
  3. Is the content well written?
  4. Is the content fun?
  5. Does the content make good use of the medium you are using (e.g., social, mobile, video)?

Know Your Customers And Cater To Their Needs

The one thing you have in common with your current customers is that they know your brand. That’s all well and good. But how well do you know your customer?

When developing your next online marketing campaign, be it on Twitter, Facebook, Youtube etc. don’t just focus on the products you want to sell, draw the customer in by honing in on their buyer behaviour, attitude and lifestyle.

You’ll get a much better reaction from a mother with small children if you offer her a 24 pack of nappies at a heavily reduced price, rather than the opportunity to work out to increase her biceps.

Mobilize Mail has a survey feature as part of their email marketing solution. Surveys are a great way to seek to understand (your clients/prospects) so you can be understood. Contact us for more information on our Survey feature.

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