Content marketing is no walk in the park as it directly engages with people, and people can be fickle. So one day a strategy may work and the next day it may not. If you’re struggling with your content and digital marketing in Dubai, there may be a few reasons why your campaigns are failing.
Here are some mistakes you should avoid to improve your content creation in Dubai:
- Do you really know your audience?
- The classic oversell
- Not tracking your customer’s journey
- Lost and never found
- Same old, same old
As marketers, we always assume we “know” who we’re targeting. But do we really know our audience? Do you know the hopes and fears of the people who consume your content? Do they even like your content? It is important to realize that your target customer is much more than her “25-year-old female” label.
With 2017 round the corner, advertising and marketing is moving a step further in not just understanding buyer demographics, but also their psychographics. Learn as much about your buyers as you can. Once you really understand who they are, you can speak and connect with them on a deeper level.
Let’s put it this way, when was the last time you were all ears for someone who interrupts you to sell you something? So it’s only natural for your customers to feel the same way when they’re being oversold, but hopefully not anymore. People are preoccupied with their own problems, the key is to identify their problems and show them how to solve them. Once you’ve done that, you will have created a relationship based on trust. And remember that building a relationship between you and the customer is really what any campaign should hope for.
The customer journey consists of the steps your customers take in order to discover your brand, decide whether they want to use your products or services, and then ultimately become a customer. When a customer is on said journey they may experience different pain points at different points along the journey that they will want addressed. But as a principle of habit we as marketers have been giving them the same answers over and over again. This will obviously cause them more frustration and a reason to leave your brand.
Instead, what you should aim to create content that addresses each concern they’ll encounter at each stage of their journey. Put yourself in their shoes, ask the questions they would ask and see if you’re answering them correctly.
If you’ve put all your time in creating a great piece of content, make sure it’s seen by everyone. If your article can’t be found, then half the battle is lost. Take the time you put in writing it, in also promoting it on social media, pitching, emailing it to your database of contacts and asking friends and family to share it. It doesn’t matter what you do, just make sure it gets out because you can’t wait for your customers to find you. You need to go to them.
Once you’ve followed the rigmarole of creating what you think you’re supposed to be creating, maybe it’s time to create something personal and meaningful. This accounts for a more authentic experience for you and your readers than the processed content that everyone skips over on the internet. When your content is original, your customers will appreciate what you have to offer and trust you more.
We hope with this post you will be able to avoid the pitfalls of generic content marketing. Learning from these mistakes, you can now work towards ensuring the right steps and strategies to put great content out in the world. At Igloo, we can help you with this. As a digital content provider in UAE, we work around the clock to understand your audience and give them content that is not only relevant but engaging.