Contextual marketing stems from the fact that there is no one-size-fits-all digital marketing strategy. For you to position your online promotions effectively, you need to understand the situation of each prospect. This means you cannot provide the same solutions to different problems.
Prioritise relevance. Your content, the message you intend to relay, must reflect or resonate with the situation of your target prospects. Having a clear understanding of your prospect allows you to anticipate their need and provide solutions that really work for them.
In a nutshell: contextualisation is all about understanding, relating to and injecting value in the content you want to share with target prospects.
A Brief Explanation of Contextual Marketing
The strategy behind contextual marketing looks at the behaviours and factors that may affect your marketing efforts. From there, relevant content is generated to influence a person or group's decision-making.
But there is more to contextual relevance than just content. When, where or how you generate information and whether you make sure it stays relevant are just as important.
There is a request for an e-book, for instance, but you took your time to send it. Chances are, by the time you complied with the request, the client is no longer interested or the content you published is not of immediate concern anymore. Relevance, therefore, is timely response to a fresh demand.
How to Deliver Contextual Relevance
Be mindful of your potential customers before you send out information. Understand their buying behaviours. Try to talk to them in person or over the phone. Through your conversations, try to discover words, sentences or topics that resonate with them or they can deeply connect with.
Some clients might find redesigning their website more interesting than just starting a regular SEO campaign. Or you can offer them package options and see if they react in the same way.
Moreover, pay attention to communication channels. Some people are averse to speaking so they may be more responsive to emails than cold calls. This will also give you a better understanding of content styles. Content-oriented prospects will respond to informative emails, while the types who want to cut to the chase are likely to respond to calls.
Adopt Diverse Strategies for Contextualising Content
Online marketers can better contextualise their content if they know who they're marketing to. You can't promote your business to just about anyone. You must at least have specific groups in mind - people who have a strong interest in your products or services.
Which groups or individuals are likely to respond to your offers? Pin them down and conduct surveys and research. Find out their shopping behaviour, the marketing messages they can relate to and so on.
Diversify your communication channels. From social media to email to calls, leave no stone unturned. Creating different kinds of content and content formats can also strengthen your contextual marketing strategy. By making your content accessible in different formats, you can facilitate various learning mechanisms.
Explore ways you can make your content available everywhere (e.g. videos, social media shares, bookmarking sites, etc). To put it simply, get your content out there, diversify its format, and use various platforms to appeal to both target audiences and casual readers.
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