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In today’s marketplace, a stunning 57% of buyers go through the purchasing process before ever talking to sales. (Gartner Marketing).
With the internet being a direct driver of this, businesses have had to figure out better ways to reach their customers online and build trust earlier on in the process. One of the best ways is to do so creatively and most importantly – authentically.
Generally speaking, a creative strategy can be defined as the how a company or brand will meet the objectives of their business. (Not to be confused with brand strategy, which is the positioning of a brand in the marketplace.) Successful creative strategies can do a variety of things that can impact your bottom line greatly if developed with the persona of your business in mind. The best place to start is to think about the reasoning behind your need for a creative strategy.
Start by asking these essential questions:
1. What kind of story can you tell with your business?
2. What are your primary business goals + brand objectives?
3. Who is your ideal customer + what are their needs?
4. What calls to action will invoke your audience?
5. What services or products are you offering?
6. What will your audience learn or acquire from them?
7. What channels will you use?
8. What content or deliverables will you need to provide value?
9. Which information is necessary to include in your marketing materials?
10. What’s your budget?
11. What campaigns will lead you closer to your goals?
After consulting your business goals + understanding what you hope to achieve through executing this creative marketing strategy, consider these solid content strategies to drive your content and provide value for your potential customers.
Here are 5 creative content strategies to try:
Strategy 1: Incorporate Humor.
Internal motivators are vital to getting your consumers to be active, not passive when it comes to interacting with your business. Considering the happiness of your customers and creating natural moments that bring them joy will ultimately make your company truly shine.
Strategy 2: Be Readily Available
We are in an age where the digital world keeps us ever-connected – that’s why it’s just as important to respond to your audience in a hyper-timely manner. When questions or concerns arise, be there to answer them or lend a helping hand within the consumer journey.
Strategy 3: Make the Old New Again
Think you can’t reinvent yourself? Think again. Re-envisioning your brand (think logos, colors, fonts, typography, photography, and messaging) can drastically bring your company up-to-speed. In most cases, you can still hold true to your traditional values, but rework how they are upheld.
Strategy 4: Be an Expert
One of the most common ways businesses can prove their expertise to customers is by providing people with added value. Demonstrating thought leadership in your space will show how much you want to help your target audience along with building trust over time.
Strategy 5: Utilize the Power of Headlines
The most underestimated strategy is the use of a good headline. “On average, five times as many people read the headlines as the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy
Above all else, your creative strategy is a direct reflection of your business – communication, clarity and consistency is key when trying to find the best creative strategy and methodology.
Trying to do too much will result in consumers becoming confused or misunderstanding your products or services. This is why testing and planning for your execution is also important and often is a vital step that is missed in the development process. Seeing what works and what doesn’t will ultimately reveal which parts of your strategy have “evergreen” qualities and will give your company the stand-out success it deserves.