Tam Al-Saad, Principal Consultant at Web Profits, the company which ran Bellamy’s Organic’s content material advertising and marketing method, elaborated on the key elements that led to fulfillment on the latest Naturally Good Business Summit 2019.
“Ad-blocking has grown drastically in the beyond few years, making it more difficult and harder to get eyeballs on any advertisements your company may put out,” stated Al-Saad.
“[This is why] content advertising is a superb alternative because it works to help to interrupt thru the noise to directly connect to and construct a relationship with the customer.
“Before growing any method, it is essential to identify your patron segment, [so as to] offer them with what they want after they want it.”
He emphasized that content marketing became a ‘strategic system’, as turned into showcased by the approach utilized by Bellamy’s Organic, which succeeded in setting the company on the map and unexpectedly expanding across the beyond a few years now not simplest nationwide but additionally in South East Asia and China.
For Bellamy’s, the target demographic changed into mothers, and the resulting 5-step content strategy installed location focused completely on handing over content for this phase.
Suitable for all
The five essential steps to Bellamy’s content material advertising approach have been: Awareness, Consideration, Conversion, Loyalty and Advocacy, which Al-Saad defined as an approach that might paintings for ‘a selection of different [companies and] industries throughout B2B and B2C’.
“For step one which changed into to create cognizance, it becomes crucial to increase content that met purchaser wishes, and which were given them [even] when not thinking about the goods,” he stated.
“Bellamy’s had already recognized their audience as health-conscious moms, and as such we should craft content specifically targeting the desires of such pregnant women, [for example in the form of recipes or dietary advice for this group, showcased through articles or videos].”
Consideration in this situation supposed to build credibility and agree with with the client, which intended heightened engagement prices and an emphasis on excellent first-class content material.
“One of the important thing things we did turn into to sell an e-book, which we made sure to customize now not best with the receiver’s name, however additionally the date [she was] expecting.
“This becomes vital, and contributed to [some] 4-yr lengthy e-mail sequences as we observed the journey of mom and child from childbirth thru to toddlerhood, constantly sending applicable facts at distinct levels of motherhood.”
Conversion changed into ‘the very last push’ and speak to-to-motion by using the firm to clients, which Bellamy’s performed thru numerous techniques along with Facebook marketing, at once emailing product offers, and running campaigns to force in-keep sales.
“The key’s to make the proper offer on the proper time – [based on the metrics we saw after pushing out the content across the first two stages], we now knew that the customers had been inquisitive about [products and purchases], and acted hence,” delivered Al-Saad.
Finally, the Loyalty and Advocacy levels of the strategy targeted on getting customers to promote Bellamy’s Organic logo on their behalf.
“Mothers, in particular, believe different moms, more than they trust brands. It was for this reason essential for Bellamy’s to get their customers to do the promotions to different mothers, and we achieved this via techniques consisting of maintaining competitions encouraging them to percentage Bellamy’s merchandise or pix on social media,” he stated.
Influencers were additionally highlighted as a tremendous approach to use all through this level, e.G. Bellamy’s hiring of noticeably lovely ‘infant-influencers’ to promote their product in Singapore.