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The Sidekick: Sticking With Social and Email Content

Part of our Hero's Journey Mentor Series designed to help marketers make their customers the heroes of their brand storytelling.

Missed our introduction to The Sidekick? Read it here.

If you’re an avid reader of our Hero’s Journey Mentor Series, you know that we previously introduced you to the Sidekick. While they may not get the same recognition or lunchbox features of a hero, they still play an incredibly vital role in content marketing. The sidekick inspires and stands alongside the hero through thick and thin. As we think about our approach to marketing and creating written content for our audience, the job of the sidekick can be best likened to middle of the funnel content. This would include areas like social media engagement and outbound emails as ways to keep the hero’s story top of mind, inform on your brand, and make things easier. Let’s take a look at how middle-of-the-funnel content works and how you can help your client hero keep saving the day one piece of writing at a time.

Who is in the Middle of the Funnel?

When a potential client or customer is in the middle of the funnel, it means they are at the evaluation stage. Your content has piqued their interest and helped to spread awareness. They’ve been educated as to how your company works, but more importantly, it’s come to their attention that they have a problem. A potential client may have a vague understanding that there is a solution to their issue, and that your company may provide some satisfaction or relief. However, when they approach the middle of the marketing funnel, they need to understand how your business or offerings is the best fit for them. Not only does provide reasurrance you can help, it also gives the chance to move poor-fitting clients out of your purview. For example, if you offer a customer relationship management software aimed at banking institutions, it’s not going to be good for anyone if a software sales company comes knocking. In short, those in the middle of the funnel are aware of their problem and your company’s existence. Now it’s time to show them how to change their own story.

Harnessing Social Media for Mid Funnel Strategy

It shouldn’t be a surprise to hear that social media plays a huge part of a company’s success. These platforms are where so many people live their lives. Statistics show that the average consumer spends nearly 2.5 hours a day on social media (although, I’m sure that some of us can easily top that on a boring Sunday afternoon or when trapped in airport for a layover.) But even beyond that, individuals are using channels like Facebook, Instagram, and Twitter to research products, as 54% of users report leveraging these platforms to learn more about companies and services

It should be mentioned that there are many ways to use social media. Ads and social promotions increase brand awareness and keep you in touch with customers. But, we’re talking about Sidekicks, here, and social media is the best way to stay in the trenches on a day-to-day basis. You’re sharing and giving your brand a voice that customers can identify with. In order to gain a new client’s trust, they need to know that you’re slinging it out a daily basis and are around for them to engage with you.

Outbound Email Marketing for Engagement

Similar to social media, outbound email allows you to build your contact list and keep them in touch with what’s going on at your company. While it’s probably not a great idea to spam their inboxes with updates, anyone who signs up for your list or provides their email address can continue to see what you’ve been working on. Furthermore, with automation tools, you can craft creative messages that are customized directly for the reader. You’re able to create email and drip campaigns that address them by their name, company, title, or even change the content based on what landing page they found you at.

When building email automations and writing the copy, there are still some factors to consider. One of the biggest ones is the number of times you contact them as well as when you’re reaching out. Research has shown that best practices dictate sending no more than one email every other day. Additionally, extensive analytics collected by GrowBots indicates that Tuesdays and Wednesdays receive the highest response rate. But before you start digging into marketing statistics, you need to consider the actual copy of the email. What are you trying to communicate? What information do you feel is most valuable to the contact? If you’re finding a poor response or conversion rate, there’s a good chance your emails need some rewriting.

Sidekicks in content marketing might not always have the flashiest jobs. But these are the folks that the real heroes depend on, day in and day out. Through tools like social media and email outreach, the Sidekick marketer sticks closely by the side of their customer protagonist. Sure, everyone wants to be Batman. But, dear reader, have you ever considered how much cooler of a name “Robin” is?



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