The
Pareto principle is a common rule of thumb in business that suggests 80% of
your sales come from 20% of your customer base, as one example. This principle
can be applied to many facets of business and marketing, but today we’re going
to focus on content marketing that will compel consumers versus repel them.
It
may be easy to lean on platforms like email blasts and social media to push
product, promote the sale or urge online ordering! Be careful not to inundate
your followers with messaging that is purely focused on making the sale. This
approach can actually cause followers to lose interest and, perhaps, even
mistrust your brand.
You
will have better success at building a loyal following of consumers who are
genuinely interested in your company, the products you sell and the people who
make them, if 80% of your content is devoted to sharing valuable and useful
information that helps to weave your brand’s story. Leave the remaining 20% to
the sales pitch.
Here’s
a few ideas to spark your imagination:
- Sharing interesting facts about your company history is always a win, especially when paired with a photo.
- A peek behind the scenes can convey a sense of transparency
and makes your company more trustworthy.
- Add a personal touch by congratulating staff on important milestones, such as employment anniversaries, birthdays, babies, graduations, weddings and etc.
Stay connected with RCI through Facebook for more tips and inspiration dedicated to the retail candy maker. Not a member of RCI? Click here to learn more about how RCI can help your build your sweet business.
