So tell me about your company. Who is your target audience, what are their favorite flavor profiles, what type of devices do they normally use? If you don’t know these things get out a pen and paper and figure it out, I’ll wait. All of these pieces of information are infinitely useful in branding yourself and your business. Continue reading for some tips and tricks to grow your business using content marketing.
Every business needs a story. If you want people to become truly invested in you and your business you need to tell them why they should. The story needs to be relatable to your target audience. Are you going after the smokers or the vapers? The reason I ask is these are two totally different audiences with totally different expectations and ideas about vaping. The first group sees vaping as a way to quit smoking while the later has already reaped those benefits and moved on to buying devices and juices based want rather than need. Flavor profiles also differ widely in these two groups as the smokers tend to gravitate towards the tobacco flavors while seasoned vapers will experiment with pretty much anything you have to offer. Lastly we come to devices. Depending on the story and audience you’ve chosen you should stock your store with the appropriate devices. Stock heavy in beginner devices for the smoking crowd versus high wattage devices for the seasoned folks. With this information you can begin to tell your story. If you’re still a little unsure of what direction you want to go in I highly suggest checking out the Content Marketing Institute for some very helpful information.
Telling your story with Content:
Now that you have chosen a direction for your company the real work begins. In order to properly market your business you need to filter through existing content or create your own. Keep in mind when finding or creating content that you should put this information into defined categories or “silos”. An easy way to do this is by using Beginner, Intermediate, and Advanced. Let’s try an example. A video or article about how to fill a certain tank would be classified in the Beginner silo while building a coil on an RDA would be filed under the Advanced silo. Finding or creating relevant content and putting that content in the proper silo enables you to feed the right content to the right section of your audience. Content marketing also allows you to somewhat dictate your audiences’ purchasing decisions. An example of this would be: Joe has a beginner device and uses a tobacco flavored juice. Joe has been using this device for a while and loves his tobacco flavor. It would make no sense to send Joe any marketing or information about the new 300 watt device that just arrived in stock or the new SuperFantasticBerrylicious flavor you just received. Joe may however be interested in that new device that’s just a small step up from his current one. He may also be interested in that new flavored tobacco juice that just came in. Getting Joe to buy the flavored tobacco juice may eventually help him open up to non-tobacco juices. Market smarter, not harder.
With proper content you can control what your customers purchase. It’s all a matter of putting the right content in front of the right customer. Tell the proper story to the proper audience. Putting these ideas together properly can lead to a very potent marketing campaign that will earn you a more loyal, more educated customer who is willing to spend money with your business.