There are nearly limitless ways to advertise in the modern world. However, people are learning how to tune out a majority of the advertisements they see. For example, the average person sees somewhere around 4,000 and 10,000 advertisements a day, but they don’t remember even a small fraction of these ads.
This means it’s never been more important to create high-quality, engaging content to use in marketing and advertisement. Boring radio spots and billboards no longer cut it. Businesses need to truly innovate if they want their brand to become recognizable and respected.
What Does Nurturing mean in Advertising?
Nurturing in advertising is the process of slowly acclimating potential customers to the idea of buying from it. It’s an advertising method that is informative, educational, and not overly aggressive. It allows customers to make decisions on their own time by informing them about your products and services without overwhelming them with too much advertising.
Choose the Right Content
You must understand each part of a customer’s journey if you want to create great content. For example, the content aimed at the early stages of a buying decision is not the same content geared towards people who are ready to purchase and are deciding between two different products.
Content focused on early-stage potential buyers needs to be designed to build brand recognition and awareness. You want to familiarize potential buyers with your brand and what you have to offer.
On the other hand, customers that are ready to make a purchase need to be made aware of certain advantages that your product has over your competitors. This means going into detail about certain features and specifications. It’s also a great idea to educate buyers of price to performance ratio. You want to convince customers that what you have is a better purchase than your competitors.
The key to create great nurturing content means paying attention to both of these stages and every stage in between. You need to understand your customers’ thought process and provide them with the information they need in order to make an informed decision.
Adapting on the Fly
It takes trial and error to create a true nurturing advertisement experience for customers. Implement your techniques, learn from them, and adapt. You can learn exactly how to adapt by getting to know your customers and asking them how they learned about your product. Listening to your customers and caring about their experiences are the only ways to build truly engaging and nurturing content.