Informational marketing is a powerful way to inform and engage your customer base.
Simply put, the purpose of information marketing is to provide content that is relevant, timely, and valuable to the consumer, so they have the chance to make an informed decision about their purchase or service.
What is Informational Marketing?
Informational marketing is a tactic that is used to provide information about products and services.
This can be done through newsletters, emails, social media posts, or blog content. It’s a way for you to build trust with your customers by providing them with all relevant details before making their decision.
Informational marketing starts with educating your audience. It gives your customers the power to make an informed decision.
I believe that this is important because it helps increase customer confidence and trust in your company.
More importantly, when you provide them with all of their options upfront, they are less likely to feel like a victim if they don’t buy from you. This strategy also decreases buyer remorse, which means fewer people regret their purchase after it has been made.
How to start Informational Marketing
Informational marketing can be done in a couple of ways.
Examples might include:
- Writing reviews
- Giving step-by-step instructions for how the products work
- Explaining what makes it better than another similar item on the market
Another way informational marketing can be carried out is through storytelling that connects people to your brand.
Humans are hardwired for storytelling, so it makes sense to include it in our marketing.
Problem-solving is perhaps the most potent informational marketing strategy at our disposal.
How to Deliver informational marketing
Implementing an informational marketing plan can be done in a variety of ways.
One of the most common ways informational marketing is done today is through email.
Providing helpful information about your product, how it works, and the benefits it solves is an intelligent way to engage your target audience.
An informational email can be sent on a daily or weekly basis.
Another way to use email marketing is through newsletters, which are more in-depth and cover complex topics over time. This will appeal to people who want to explore deeper into one particular aspect of an issue.
You could also use infographics. Infographics are visual representations of information in an easily digestible format-in other words; they’re effortless to read at a glance and understand quickly without much effort put forth by the reader.
They might also attract new followers from social media sites like Facebook, as infographics are very sharable.
However, my favorite approach to informational marketing is through blog posts and video content.
Blogging is a great way to provide valuable information in an easy-to-digest format.
You can create blog posts for practically any niche, from recipes, DIY projects, home decorating tips, travel destinations, or hobbies.
Blog articles are accessible at any time of day, and they can be interactive with comments enabled on the page for discussion and feedback.
Video marketing is another favorite of mine.
Videos are a fast way to connect with an audience, establish rapport, and build trust through the information you provide. In my experience, they are more effective than traditional advertising.
Informational Marketing Channels
For me, there are three core informational marketing channels:
Search engine marketing: Search engine marketing involves search engine optimization (SEO). Understanding the answer to questions your audience might be searching for is key to successful marketing campaigns.
Then creating content based around those search queries and optimizing that content, so it ranks in Google should be the first layer of your strategy.
Email marketing: Email marketing involves lead generation. Knowing the pain points of your audience is crucial at this stage.
By addressing your audience’s pain points, and offering them a quick win if they subscribe, is the smart way to grow your email list.
Social media marketing: Social media marketing involves promoting content on social media networks like Facebook and Twitter.
Social media is suitable for fast results, but it doesn’t provide evergreen traffic. Also, organic reach is decreasing all the time, so it makes sense to send that traffic to your email list.
That being said, social media should still be a significant part of your digital marketing strategy.
Conclusion
Information marketing is powerful when done right. It should be the foundation of your content marketing strategy.
When you know your customer’s pain points, create content to address those problems, and provide real solutions, you’ll establish trust faster – and ultimately grow a more substantial business.