What’s More Effective: Face-to-Face or Content Marketing? (and why?)

Two of the most important activities that a business must do regularly are prospecting potential customers and re-engaging current ones.

Both keep the pipeline open and ensure a thriving business.

So, how do we do this?

There are a myriad of methods, but as a Marketing Copywriter and Speaker, a question I get a lot is: what do you think is more effective- content marketing or face-to-face?

Here’s my answer.

Why would those be compared?

Ok well, firstly- let’s start with why those two practises would get compared.

Content Marketing is about producing relevant and quality content that attracts potential and current customers by offering them value. For example, regular social media content, articles, lifestyle videos and blogs which raise brand awareness about a product attract the attention of a wide range of people and introduces them to the product. Then you have client re-engagement pieces, such as discount offers, How To videos, newsletters, loyalty and nurturing content, and so on.

Face-to-face is about networking and having meetings with new customers and touching base with current customers. For example, a Real Estate Agent will knock on doors to introduce themselves and make calls to previous customers to keep in touch for when they want to sell again in the future.

So, really- with this Face-To-Face and Content comparison, we are asking is it better to be proactive or more passively organic when it comes to our customers.

The Proactive or Passive approach?

Which works best? Is it setting up calls, attending networking events, and approaching people directly, or waiting for your content to drive people toward your call to action?

After all- if you’re doing either one well, they will get results.

The answer: both! 

Of course it’s both, because you just shouldn’t do one without the other. They both have their advantages and limitations when it comes to reaching people, and that’s why the best strategy is to utilise a mix of both, and find which balance works for you.

Why?

It comes down to your audience.

Some people prefer to be soft-sold to and want to be educated before they make the move. In this case, content works. Your materials introduce and inspire them so that they make a choice on their terms.
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Others ignore or find no value in your blogs, emails and posts, and need to be approached directly for them to consider your product. The face-to-face approach works here, because you (or your team) can have a meaningful conversation where you build a relationship and explain the benefits your brand offers them specifically.

Then you get those who like a mixture of both- which is the most common. This alone should convince you the merits of using both approaches together.

Remember the first line of this blog? New and current customers are the life blood of your business, and attracting their attention to give them the opportunity to consider your brand is crucial.

If most of your audience is looking for both alternatives, with some wanting one or the other, it means you’re missing out by not prospecting and building relationships using content and face-to-face together.

Use your 1-2 punch effectively

The strategy of using both can be likened to a boxer. If you have a powerful left and a right punch, why not use both for better results? Of course you would, as you’d be a much better fighter!

And just like a boxer, you don’t just swing wildly either. You need to coordinate your punches to mount the best attack. A business is the same- using your direct and indirect strategies in a coordinated tandem will ensure the best results.

How do I get my Content Marketing and Face-To-Face in sync?

Through a united goal and associated strategy! This comes from a well-coordinated Marketing Plan, first and foremost.

What are the goals of your business? Start there and branch off. This means that they’re working toward a united goal, in a united way, rather than doing their own thing separately and hoping that the audience can join the dots themselves without getting confused.

The use of content and direct face-to-face can be a very powerful way to approach the market if they have a common goal to work toward. The complement of them both working to reach customers can produce excellent results.

For example:

1. Publish some social media content towards a new segment
2. Your sales team head out to a new customer and in the meeting, ask if they want to sign up to the weekly newsletter
3. After three newsletters are opened by the client, the sales team touch base with them again as a follow up call
4. After a purchase, send them content to keep them engaged, such as extended warranties, subscriptions, support instructions, upgrades and so on.
5. Six months later, your customer service team gets in touch again.
6. And so on!
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It’s a powerful synergy when they work together.

A practical example 

Goal: to increase revenue by $20,000 over the next three months.
Strategy: acquire new clients to raise $10,000 and offer more services to current/past clients to raise more $10,000.
Tactic: Use a combination of Content and Direct Contact.

From here, an approach could involve the following:

NEW CUSTOMERS

1. Research all customer segments (it always starts with your audience)
2. Brainstorm a series of benefits your product will give those new customers
3. Create content based on the new target’s preferences that tie in with your product
4. Develop a schedule of release dates to warm the market
5. Find the corresponding pitch to head out and network
6. At a meeting, refer the potential clients back to content for more information
7. Measure success and adapt
   
   

CURRENT CUSTOMERS

1. Research current customers (again, it always starts with your audience)
2. Group your customers into what work and relationship you have with them
3. Brainstorm a series of further deals and benefits you can offer them
4. Create content based on their preferences that tie in with your product
5. Develop a schedule of release dates to re-engage them
6. Find the corresponding pitch and contact them to catch up
7. Refer your current clients back to content for more information
8. Measure success and adapt
   
   

Obviously, this is a very simplified version of coordinating your options, and it depends a lot of your product type and customers, but this should give you an idea of the power of using both Content Marketing and Face-To-Fact contact to drive business growth and customer engagement.

My Copywriting business benefits a lot from this approach.

​I produce social media content and write blogs like this one to offer value to people and organisations, and then weave in telephone calls, direct emails, networking, teaching classes and personal meetings, where I can rely on my work to support my canvassing.

Coordinating these helps me create leverage and build from a strong basis. Your business can too.

What do you do next?

Right, sostart with your Marketing Plan’s goals and strategy.

​Once they are in place and you have a focus point, follow the steps above and ready both approaches with time frames. This means putting together a Content Plan.

Create your content and get out into the market!

How Can Melotti Media Copywriting Help You?

To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.

You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!

For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

I can sharpen your words to achieve your goals, today!

Christopher Melotti

Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
 
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