7 Things You Need To Know About Content Marketing Vs Word-Of-Mouth Advertising
Marketing your eLearning products and services involves a multi-pronged approach. As the old saying goes, it’s never wise to "put all your eggs in one basket". In this case, all your marketing resources into a single tactic. The question is: Αre there any promotional techniques that can broaden your market reach without breaking the bank? Here are 7 advantages of choosing a content marketing strategy instead of relying solely on word-of-mouth advertising.
1. Improve SEO
Word-of-mouth advertising can improve your SEO on a smaller scale. For example, a client writes a favorable review for your eLearning company on their social media page. This post will show up in the search engine results when someone types in your organization’s name. That said, content marketing can significantly improve your search rankings and online visibility. This is due to the fact that you incorporate specific keywords that attract your target audience. It’s wise to research the popularity and competitiveness of your SEO keywords or phrases. Keywords that are highly competitive may receive more traffic, but your site is likely to get lost in the crowd, especially if you’re new to the industry.
2. Interact Directly With Your Target Audience
Content marketing gives you the opportunity to interact and engage with your potential customers. A blog post can lead to a lively online discussion, courtesy of the comments section. Or Facebook followers leave questions that you can answer directly to clarify confusion. Every eLearning article, tip, video, or eBook is a chance to personalize your content marketing strategy and build rapport with prospects. The secret is to stay consistent and communicate with your audience as much as possible. For instance, reply to as many comments as you can, even if it’s short and sweet, and ask questions that ignite the conversation so that visitors are prompted to participate.
3. Offer Your Unique Insights
The most effective content marketing tools feature helpful advice, expert opinions, and valuable insight. As such, each piece of content you produce has the potential to better someone’s life. Even if it’s as simple as helping them make a more informed purchasing decision or tackling an everyday task. However, you also have the ability to showcase overlooked features or benefits of your eLearning products and services, such as real-world applications of your eLearning course that online learners haven’t considered.
4. Reach A Broader Audience
Word-of-mouth advertising is limited. As a general rule, it only reaches those who know someone who has used your eLearning product or services in the past, such as a co-worker who purchased your software for a recent project. Conversely, content marketing has a much broader audience reach. Readers are already interested in the subject matter, as they searched for targeted keywords or subscribed to your feed. Therefore, they are more likely to click on the embedded links or make a purchase. Content marketing also attracts new readers who are unfamiliar with your brand, even if they don’t know anyone who has worked with you in the past.
5. Turn Casual Readers Into Loyal Customers
Every piece of content that you post online has the power to convert into a sale. Casual readers who have stumbled on numerous eLearning articles or eBooks you’ve written gradually build trust for your brand. They recognize you as an experienced eLearning professional who is knowledgeable about the topic. Once you have this rapport, casual readers are likely to convert into loyal customers or online learners. Word-of-mouth advertising relies on someone else’s opinion, while content marketing allows readers to make decisions based on their own impressions.
6. Provide Follow-Up Information
People who learn about you through word of mouth will want to know more. As such, content marketing is a great follow-up tool that enhances your online reputation. Prospects who learn about your eLearning organization through a friend or fellow collaborator can venture online to gather more info. For instance, read your eLearning articles, download eBooks, or check out blog posts. This allows them to learn as much as possible about the eLearning services and products you offer and how they can benefit from them.
7. Enhance Credibility
Above all else, content marketing helps to enhance your credibility and establish a rapport with your visitors. Readers begin to rely on your content to solve problems and overcome challenges. At the very least, it offers them tips and tricks to make their life easier. Word-of-mouth advertising also helps to boost your credibility, as prospects hear it directly from trusted sources. However, content marketing gives them a firsthand glimpse of what your eLearning organization has to offer, such as valuable eLearning expertise and subject matter knowledge that can help them achieve their objectives. The key is to create content that targets their “pain points” and is relevant to their needs, not simply a sales pitch that tries to convince them to enroll in an eLearning course or download a demo.
Why Word-Of-Mouth Advertising Is Still An Essential Marketing Tool
Prospects are more likely to purchase your eLearning product or service if it’s been tried and tested. Preferably, by a friend or colleague who they respect. For instance, a fellow member of a social media group who can offer valuable recommendations. Thus, word of mouth is still a vital marketing tool for your eLearning company. Give happy customers or clients the ability to leave reviews or ratings for your eLearning products or invite them to post a testimonial about your service on your site or Facebook page.
Content marketing allows you to attract new customers and enhance your online presence. However, there’s also something to be said for good, old-fashioned, word-of-mouth advertising. You might consider a two-pronged approach that enables you to spread the word about your high-quality eLearning services, and encourage others to do the same.
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