While there are many effective content types, video marketing is worth a special mention. 70% of YouTube views come from people watching “how-to” videos for help with a personal, work, or school-related problem. Video marketing is a golden opportunity for you to build your credibility. You can create an explainer video on a common problem in your industry (awareness stage), detail a technique for solving a particular problem (consideration stage), and share product demos showing how to use your solution (decision stage).
A content upgrade, also known as gated content, is content that comes with a non-monetary ask. At a minimum, that’s an email, and at maximum, it’s completing an entire form that asks for a prospect’s name, job title, email, and phone number.
Content upgrades are not for the awareness stage. They are most effective at the consideration stage when you’re trying to get in touch with prospects who are ready to buy. You can offer an eBook or a recording of a past webinar as a content upgrade.
Email marketing is sending emails to your customers and prospects with valuable information and offers. It’s a highly effective digital marketing strategy that generates a whopping $38 in revenue for every $1 spent. It can be used for turning prospects into buyers and buyers into lifelong customers.
- Awareness stage: Email marketing isn’t usually an awareness stage activity for new customers, but it can be an awareness stage tactic for making current customers aware of new products. Otherwise, be warned that sending content to people who haven’t opted in is spamming.
- TIP: Build your email list through the gated content we mentioned above.
- Consideration stage: You want the people who provided their email addresses to remain aware of your solution. Send them emails related to the content they downloaded. For instance, if they swapped their email for a research report, send emails about the latest industry trends and news, so they keep thinking about your brand.
- Decision stage: You want to draw attention to offers and promotions and encourage customers to purchase. You’re sharing emails with discounts and promotions.