It almost goes without saying that some of the content you provide should be promoting yourself. Actually, everything you do promotes your business through showcasing your expertise. What I’m referring to is showcasing some special offer, sale, new product etc. as part of your content mix.
Of course you should be doing this. What is more important in the mix is how relevant your promotions are to your audience. If you’re in the business to consumer market it’s going to be somewhat expected of you to highlight sales. This may not true at all when you’re selling to businesses. If you’re in robotics, how often are you going to be promoting sales to your customers? Probably never. If you sell fountain pens and high-end stationery, you’re probably going to be showcasing a special of some sort on a weekly basis.
How much is too much? That’s a good question. Your customers are not the same. Some might be happy to be informed of a sale item every day. Others may be turned off by that. You have to know your customers’ needs and that means testing and segmenting. With today’s technology it’s easier than ever to determine the profile of an ideal customer and then market to those types of people.
Marketing is testing to find out what works. You can read as many blogs as you want about how “Approach A” is the ideal formula, but at the end of the day you have to test it out for yourself. So by all means, use promotions and sales as part of your content marketing strategy. Just concentrate on finding the types of promotions and frequency that works for you and then refine what you’re doing to make it better.
I hope you’ve enjoyed today’s post! Please let us know what you think of our content creation series in the comment section below. Stay tuned for tomorrow’s post where we talk about one of the most powerful pieces of content you can use, but you can’t create on your own.