When imagining a successful marketing campaign, many people think of short-term strategies. You publish ads and web pages to attract the attention of potential customers, who then buy your wares in short order. But successful marketing also involves playing the long game, or gradually earning the trust of your customers. This is particularly true if you’re selling uniforms and gear, as clients need to know the person who supplies these wares is reliable. Content marketing is the key to building that trust and playing the long game successfully.
What is Content Marketing?
Content marketing is the use of articles, blog posts, ebooks, podcasts, videos, and other written and spoken content to appeal to potential customers. Typically, a company will pick one or several of these types of content and publish them on a regular basis, using keywords and strategic placement to get potential clients to see them. Clients who read or watch this content learn about the company and what it can do, making them more likely to purchase its products.
How Can Content Marketing Boost Uniform Sales?
Ecommerce companies that sell uniforms and gear are particularly likely to benefit from content marketing. It allows them to develop a long-term strategy for successful sales, which involves:
- Raising Awareness- At the start of a content marketing campaign, uniform marketers typically publish brief videos, short blog posts, and other forms of content that customers can finish without investing much time or effort. This content should identify a problem that potential customers are likely to have, and then introduce the company’s gear as effective solutions to that problem. As a result, customers searching for a solution are likely to learn about the company and see its products as a potential answer.
- Educating & Enticing- After gaining their attention, content marketers should educate potential clients about the specific features of their uniforms. You can do this through ebooks, longer videos, and other forms of content that appeal to those who are interested in becoming customers but want to learn more first. This is the most critical stage for building trust. By consistently giving consumers information that is relevant, accurate, and clear, you encourage them to see you as a source of wisdom and insight.
- Pushing to Purchase- Once they trust you, customers often need a final push before they purchase your gear. You can use content marketing to give them this push. Consider publishing short blog posts or videos that describe a sales event customers can take advantage of, or that tie your products to a pressing problem that your clients need to solve in the short term. You can also use content as an incentive for clients to purchase. For example, you can offer clients a chance to download one of your ebooks or access subscriber-only blog posts if they purchase a product in the near future.
For more information on content marketing and other uniform sales strategies, contact us today.