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Try Googling “content marketing” and “storytelling” someday. You know what you’ll get? An argument. That’s right, an argument. It seems there is disagreement about the value of storytelling in content marketing. And that will be evident in some of the returns your Google search will deliver.
Behavioral data can be used to reengage prospects and customers, increase brand familiarity and drive conversions. Companies can target and customize messaging to increase the likelihood of users returning and reengaging by applying customer data to increase relevancy. Customer behaviors can be tracked through marketing automation and can be leveraged to meet a number of goals.
According to a survey conducted by Accenture, only 18% of utility customers feel satisfied with the experience their utility is offering them.1 Given that number, it’s understandable that many utilities are constantly considering the best strategies to engage their customers.
When it comes to utility marketing goals, driving traffic is often near the top of the list, along with engaging customers and improving the customer experience. Increasing traffic is a reasonable goal, but don’t overlook the value of leveraging existing website traffic. According to Market Place, the average utility has 50% of consumers paying bills online.1 Consider if roughly 50% of your customers are paying their utility bills online, at least that many are regularly online and interacting with your website. In reality, the actual number of unique visitors is likely higher, as some customers might be visiting the website to report an outage, check out a rate plan, or get information on an energy efficiency program. That’s a pretty significant amount of traffic that doesn’t need to be generated – it is already available for engagement.
All too often, demand generation and lead generation are lumped together when they should be treated as equally important, yet unique partners in a content marketing strategy. The confusion often derives from the similarities between the two, yet while they appear very much alike, the two are actually very different — much like two siblings battling it out for attention.
Behavioral marketing can be used in conjunction with content marketing to improve and enhance the customer relationship. Modern businesses store a significant amount of data, but they don’t always use this information to their benefit. Applying data to communications can ensure companies are tailoring their marketing campaigns for optimal effectiveness.
Content marketing techniques can be used to reinvigorate a waning customer relationship, encourage customer re-engagement and improve customer retention. Effective CRM requires that customer relationships be customer-centric and refined over time based on behavior. Fostering an atmosphere of repeated interaction and constant engagement can help companies and their brands increase their authority and become a go-to source for customers.