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Should your business harness the power of content marketing?

business-articlesShould your business harness the power of content marketing?
Is your business marketing itself as effectively as it could be?

You might be spending heavily in outdoor advertising, direct mail and digital marketing channels, but if you don’t have a content marketing strategy in place you could be missing out.

Content was king a few years ago, and while video has since risen in prominence, many prominent marketing professionals still promote the importance of content.

Research shows that 9 out of 10 people believe companies producing custom content are interested in building a long-term relationship with them. By better utilising email marketing, blog posts and social media you can engage current customers and entice new ones at a comparatively low cost.

Here are three areas where your business could focus its efforts…

1. Email marketing – the most cost-effective form of marketing

We might be getting blasted with emails left right and centre, but email marketing is still a great way of connecting with current and prospective customers. 

It can also provide you with a wealth of useful data about how your customers are engaging with your services/products.

Where in the email are they clicking? What calls to action are proving the most effective? What subject lines get the best open rates?

Additionally, it may be an efficient use of both your time and budget, as designing an email marketing campaign is not as time-consuming, costly or complicated as you might think.

The potential for high response rates that email marketing offers, and the insights you glean, could be well worth the investment.

Here are some tips for successful email marketing:
  • Personalisation - According to research if you include the recipient’s name in the email subject line, they’re more inclined to open it.
  • If you want a customer to take action, make it clear what you want them to do – Do you want customers to click through to your website? Request a call back? Find out more? Make sure you make it as easy as possible for your customers to engage with your emails, and don’t overcomplicate the situation by asking them to do too many things at once. Every campaign should have a primary focus, with any other calls to action in a clear hierarchy.  
  • Try to keep your emails out of spam folders. Do your research on spam filters and how they work so you know how to avoid getting your emails sent to junk.  
  • Optimise your emails for smartphones. With close to 50% of emails being opened on a smartphone, you could be missing out on a huge number of clicks if you don’t optimise them.

2. Blog – build up your brand awareness

Like email marketing, blogging involves writing about your products or services in a manner that is interesting and engaging. With customer engagement being a vital element of online marketing and branding, blogging provides you with the opportunity to connect with both existing and potential customers.

By writing blog posts you’ll be able to build up brand awareness, show customers the personal side of your business, and showcase your niche expertise.  

You only have a limited amount of time to make customers engage with your brand before they lose interest, so you have to provide them with a more value-added experience than your competitors.  

Offering your customers something free in the form of useful, relevant, timely or entertaining information before they make a purchase is a good way to hook their interest, gain their trust and retain their loyalty.  

Blogging is said to reduce your overall marketing spend by more than 60%, and could potentially help you achieve three times more leads.

Statistics also show that businesses which publish regular content receive eight times the amount of traffic than those who don’t.

If you are not already blogging, here are some tips to help you get started:
  • Utilise short and engaging titles as these get the most consistent amount of clickthroughs.
  • A surprisingly large percentage of people like list-based headlines, and odd numbered ones tend to outperform even ones (for some reason!).
  • If you have a social media presence, use that to promote your blog posts. Making the content something that others are likely to share will increase your reach and gain you more interactions.

3. Manage your digital presence – utilise social media

If a customer is considering using your business for the first time they might first do some research into your online presence, including your social media profiles.

If customers can’t find you or if your social media profiles aren’t up to date customers may decide to take their business elsewhere.

If you’re going to have social media profiles for your business, they must be representative of your brand, regularly updated and engaging.

With social media you do tend to get out what you put in, but if your budget won’t stretch to running paid campaigns you can still generate good engagement organically if you’re willing to put in the work.  
Here are some social media tips that may help your business build up a following:
  • Run a competition – This is one of the most alluring strategies you can use, and will allow you to increase your followers, as well as boost online visibility and engagement.
  • Craft each post for the platform and audience – How you talk to customers on social media will vary depending on what message you’re trying to get across and what platform you’re using. Take the time to really think about each post, and use the insights gained from previous posts help you plan your future strategy. 
  • Get to know your target audience – It goes without saying that people are far more likely to engage with content that’s relevant to them, and if you want to be relevant you need to understand who your customers ae and what matters to them. Analysing your customer data and market trends is key!
  • Be engaging – If you want customers to engage with your business you need to make sure you’re holding up your end of the deal. Always respond to messages and comments, whether they’re positive or negative, and try to get conversations going when you can.  
At Currencies Direct we utilise Facebook, Twitter and LinkedIn, and we have a different goals for each platform, including customer support, company promotion and product promotion. Sometimes we post things customers really engage with, sometimes posts fall flat – it’s a case of trial and error and discovering what works for your audience!
If your business hasn’t embraced content marketing in the past, we hope this article has inspired you to think differently!

And remember, if your business has international payments to manage our team of currency experts are always on hand to help, just give us a call on +44 (0) 20 7847 9400.

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