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Why You Should Stop Selling This Christmas

The Christmas countdown has officially begun, an occasion that seems to kick off earlier each year. With the 25th of December at the forefront of everyone’s minds, businesses with products to sell have their yuletide marketing plans in full flow.

But, if your marketing plan actually includes trying to sell your product or service, you might want to rethink your approach to Christmas, and marketing, as a whole. To sell your goods, you need to stop selling – not directly, anyway.

Forget New Year’s resolutions, commit to content marketing right now.

Content Marketing

Content marketing is a form of marketing where you shift your focus from actively selling a certain product, and instead commit to creating, publishing and distributing content that is valuable to your audience. Over time, as you publish more valuable content, your audience will grow, exposing your business to more people and in turn drive more profitable customer action.

Your content needs to bring value, be high quality and consistent. There is no half-arsing content marketing, your full arse is required to undertake this commitment, but the payoff will be more than worth it.

How Can I Start Content Marketing?

Content marketing can be achieved in several different ways. One of the most popular forms of content marketing is blog posts, but content marketing also extends to video content, livestreams, utilising stories on Instagram or Snapchat. It’s basically any way that you can think of delivering valuable information that your audience wants to consume, as long as it’s executed well and consistently.

To market your business via content, you need to find your audience. Are they other businesses? The public? What age range? Why are they interested in what your business has to offer? Once you know your audience, you can figure out what they’d most like to see and what would be most useful to them in terms of what your business has to offer, and you can shape your content around this.

For example, if you’re a furniture company, and your audience is mostly 30-40-year-olds, you need to find out which social media platform they are most likely to be on, then decide what type of content would work best on that social network. That might be blog posts and video content, then create content in these formats that are useful to the audience, relating to your business’ purpose.

To expand on this example, a furniture shop could get into content marketing by writing blog posts about interior design trends or lighting techniques for the home. It may not directly advertise any of their products, but it does show the audience they are knowledgeable on the subject and would be able to give in-store advice to customers, and it also increases the chances of people accidentally finding the business’ website when searching for advice and ideas surrounding interior design, exposing the business to more people.

Why Can’t I Sell Through Content Marketing?

Content marketing is about moving away from sales messages and constant promotion of your goods. With content marketing, you are looking to enrich your audience’s understanding of a group of subjects that pertains to your business, but isn’t a direct advertisement for the goods or service(s) you offer. Content marketing should be about producing content that anyone can use, not just people looking to specifically buy from you.

Why Should I Bother with Content Marketing?

Content marketing will increase your sales. It may not make sense that moving away from actively selling would boost sales, but this type of marketing improves and builds your reputation.

People want to buy from and do business with those they trust and like, and content marketing is a chance to show that you value your customers by giving back through helpful content. When you value your customers, they value you, and you become their first choice.

One last, major positive of content marketing is that it will increase the quality of your customers. As previously stated, content marketing will make your customers value you and feel that sentiment in return, making them more likely to be loyal to you and become a repeat customer. People like what they know, and if they know your company and feel they can trust you, they will take advantage of that dual feeling of familiarity and security and become a repeat customer.

If you would like to find out more about content marketing and how your business could embrace it, please feel free to get in touch. Email us on info@24marketing.co.uk or call 01282 792568.