WHAT IS CONTENT MARKETING?
HOW ENGAGING CONTENT CAN HELP BRING YOU MORE CUSTOMERS
Article by Phil Holloway Marketing Director
www.hollogram.com
Digital marketing is full of different ways of getting you new taxi bookings and customers, as well as helping to keep your existing ones. One of those methods of marketing, alongside email marketing
and social media marketing, is content marketing which is a great way to promote your taxi firm locally.
In this month’s Taxi Marketing Advice column, we will explain how you can start to use content marketing today. You have to remember, whatever the age of your customers, the vast majority of them have a smart phone, and access social media every day. It’s part of how we all live. Admit it, you’ve probably been on your phone today and had a look at your own social media personally, so content marketing is creating interesting things about YOUR taxi business that people will see.
What exactly is content marketing?
The Content Marketing Institute states that content marketing is ‘a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience - and, ultimately, to drive profitable customer action.’ The site identifies a shift away from traditional forms of marketing and a movement towards the digital world – if you aren’t using forms of digital marketing, then your taxi firm is likely to get left behind in the modern age.
The yellow pages were great, but in 2023 content marketing is vital. The content you create offers value to your customers and it must be interesting, informative and helpful to customers, so they can share the information to their friends on their social media. It’s also a great tool to help create lasting relationships between consumer and business and educate your audience on topics that matter.
For example, we can show that your taxi drivers care about their passengers. With a good content
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marketing video, we can show a driver getting out of the vehicle to help an elderly customer with their weekly shopping bags.
What are the different types of content marketing?
There are many types of content marketing that can be useful to your business – you just need to pick and choose which ones will be most beneficial to your brand.
Examples of different types of content include: blogs, videos, infographics, case studies, e-books, user- generated content, checklists, memes, testimonials and reviews, whitepapers, how-to guides. It’s a vast pool for you to choose from and each one has its own benefits. However, you need to consider time factors and your audience and ensure that your content marketing shows your taxi business and reflects the customers’ real world life.
What are the benefits of content marketing?
Content marketing can be hugely beneficial to your business. For example, one of the biggest benefits is that it can create interest and engagement between you and your customers. Content opens up a line of communication between you and your audience. You’re helping them and providing valuable information. They could benefit from seeing your content, so feel more obligated to buy your products or use your service. Content marketing can help give potential customers the information they need to make a booking or establish your taxi business as a trustworthy local firm to use.
Where to start?
For most taxi businesses the key aims will be to get more customers, recruit more drivers and spread the message locally that you are a good, honest, friendly and reliable taxi or private hire firm to use.
If you are struggling with what to do, call an expert, after all, you know how to run a taxi business [which I don’t have a clue how to do] – we all have our own expertise don’t we!? It’s not rocket science, but you need to be in it to win it…
Let’s be honest, when was the last time you picked up a phone directory to find anything???
FEBRUARY 2023 PHTM
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