In marketing, context matters. If we’re being honest, it matters because people don’t have much imagination! A lack of context can leave your target audience asking questions like, ”Looks great, but not sure how that would work for me?“, creating the dreaded friction in their buying journey.
As marketers, we need to use context to bring our key messages to life, and show our target audience how our brand is actually relevant to them on a personal level. Incorporating context into your marketing also helps to prevent overwhelm for the consumer, by narrowing down the vast array of options and benefits into one tangible use case.
For example, if you were promoting a coworking space, you need to sell the fast wifi, the great networking opportunities and the snazzy coffee machine, rather than the space itself, to help your target audience to see how they could actually benefit from choosing your brand.
Equally, a software company can’t just sell software development – they need to show their audience the context, like how their software can speed up processes, save time and maximise insights.
Here’s how you can apply context to your marketing…
Use powerful case studies
Case studies are crucial – hearing a story from a similar person, in a similar situation who has similar goals, can resonate with your prospect like nothing else. This authentic point of reference allows them to see the benefits you can bring to their life, as well as depict the ‘end result’ that they could be enjoying if they choose your product.
Here’s an example of how training platform Thrive used a case study of their work for cosmetic retailer Deciem to bring context to their product:
Demonstrate specific examples
Context can be nuanced, so the more examples you have of how your product and service can work for someone, the better. When planning marketing content that brings context to you audience, planning out your content by use case, pain point or persona type can help to cover many of the most relevant examples for your target audience.
In this promotional video for gastropub The Old Vol, where we brought their venue to life with real examples of how people can enjoy the food, drink and entertainment…
Talk about the important stuff
There are often features of your product or service which may not seem important to you, but are actually absolutely vital to your customer! For example, if you’re selling high speed internet, in what context is this important to your customer? Working from home, perhaps?
By giving clear cues about the situation in which your product can help someone, you can create a clearer picture of why your prospect should buy, as well as showing that you understand what really matters to them.
We helped engineering firm Stirling Dynamics create a benefit-packed promo video for their latest piece of hardware, keeping the end user in mind at all times…
Are you providing enough context in your marketing? If not, video could be the perfect way to give your buyers the clarity they need to convert.
To see how video could work for you, get in touch today for a quick quote.
