Contextual Marketing (Inbound Strategy)
Inbound marketing focuses on drawing specific customers in through tailored content you know they are going to be interested in. Its focus is delivering the right content at the right moment. Contextual marketing works well as part of your inbound strategy as it focuses deeply on who you are targeting and how. It creates a more ‘one on one’ feel and prevents standardised approaches that can be sensed a mile off.
A lot of marketers understand the importance of content for reaching the audience. But context is actually key for marketing, not content. Content is still so important, but if you aren’t delivering it to the right audience, how is it going to have an impact? Contextual marketing stops ads from appearing as ads and instead as a solution to a problem. Because your ads with contextual marketing are specifically targeted to each customer’s needs, you are able to be disguised as a genuine response to their specific problem, rather than an annoying ad flooding your target markets’ frequented online locations. Because of this, you have a higher chance of gaining revenue and building a larger and stronger customer base.
The ads you are creating are based on the information of your target audience. This means what they search, what they like, where they go online etc. The idea is to offer products and services your target audience is already looking for. Think about the last time you made a search online, did you come across advertisements about your searched product or service following that? Chances are, you did. You may not have even noticed they were ads, you might have just found them to be some useful information suited to your needs. Voila! Contextual marketing.
Adjusting your Call to Actions (CTA) can be an effective way to get your customers interested based on their individual wants and needs from your business. You don’t want to go too ‘bottom of the funnel’ and encourage someone to speak to a salesperson who has just come onto your page and isn’t ready to commit to an actual sale yet. This is why having adjustable CTAs is so crucial to suit the context of every potential customer to increase the chances of having them become customers. You can also use smart forms in a similar way, by having sign up or interest forms being adjustable it means that each customer has a specific experience suited to them and their needs.
It’s also crucial to have targeted direct content like email campaigns. Email lists to ensure that the right people are getting the right message. The idea is to continually deliver the right message to the right people. That’s the key to contextual marketing and if you continue to do this through their entire lifetime with your business you will have success.
Using contextual marketing as part of your inbound strategy will allow you to specifically appeal to your target audience and increase your chances of gaining leads and making sales. If you haven’t already incorporated contextual marketing into your strategy, you should consider doing so now.