Tam Al-Saad, Principal Marketing consultant at Internet Earnings, the agency which ran Bellamy’s Natural’s content material advertising technique, elaborated on the important thing components that led to success on the latest Naturally Good Enterprise Summit 2019.
“Advert-blocking has grown considerably up to now few years, making it tougher and tougher to get eyeballs on any ads your agency might put out,” mentioned Al-Saad.
“[This is why] content material advertising is an efficient various, as it really works to helps to interrupt by the noise to straight join with and construct a relationship with the buyer.
“Earlier than creating any technique, you will need to determine your client section, [so as to] present them with what they need when they need it.”
He emphasised that content material advertising was a ‘strategic course of’, as was showcased by the method utilized by Bellamy’s Natural, which succeeded in placing the agency on the map and quickly increasing throughout the previous few years not solely nationwide but in addition in South East Asia and China.
For Bellamy’s, the goal demographic was moms, and the ensuing five-step content material technique put in place targeted completely on delivering content material for this section.
Appropriate for all
The 5 main steps to the Bellamy’s content material advertising technique had been: Consciousness, Consideration, Conversion, Loyalty and Advocacy, which Al-Saad described as an method that might work for ‘a spread of various [companies and] industries throughout B2B and B2C’ .
“For step one which was to create consciousness, it was essential to develop content material that met client wants, and which bought them [even] when not occupied with the merchandise,” he mentioned.
“Bellamy’s had already recognized their audience as health-conscious moms, and as such we may craft content material particularly focusing on the wants of such pregnant girls, [for example in the form of recipes or dietary advice for this group, showcased through articles or videos].”
Consideration on this case meant to construct credibility and belief with the client, which meant heightened engagement charges and an emphasis on good high quality content material.
“One of many key issues we did was to advertise an book, which we made positive to personalize not solely with the receiver’s title, but in addition the date [she was] anticipating.
“This was essential, and contributed to [some] four-year lengthy electronic mail sequences as we adopted the journey of mom and youngster from childbirth by to toddlerhood, repeatedly sending related data at totally different levels of motherhood.”
Conversion was ‘the ultimate push’ and call-to-action by the agency to prospects, which Bellamy’s achieved by way of varied methods resembling Fb promoting, straight emailing product affords, and operating campaigns to drive in-store gross sales.
“The bottom line is to make the fitting supply on the proper time – [based on the metrics we saw after pushing out the content across the first two stages], we now knew that the customers had been fascinated with [products and purchases], and acted accordingly,” added Al-Saad.
Lastly, the Loyalty and Advocacy levels of the technique targeted on getting prospects to advertise the Bellamy’s Natural model on their behalf.
“Moms significantly belief different moms, greater than they belief manufacturers. It was thus essential for Bellamy’s to get their prospects to do the promotions to different moms, and we achieved this by way of approaches resembling holding competitions encouraging them to share Bellamy’s merchandise or pictures on social media,” he mentioned.
Influencers had been additionally highlighted as an advantageous technique to make use of throughout this stage, e.g. Bellamy’s hiring of two exceptionally cute ‘baby-influencers’ to advertise their product in Singapore.
