Purplebricks were investigated on BBC’s Watchdog. Whilst they promise to hold your hand throughout the selling/buying process, it appears that their offering has a little less clarity.
In the last 18 months, 6 adverts released by Purplebricks have been banned for misleading customers. In 2016, the Advertising Standards Authority (ASA) told Purplebricks that it must stop telling customers they could save an average of £4,158 if using the services of Purplebricks, as it is not always the case and is therefore breaching consumer rights and the Estate Agents Code of Practice.
In addition to this, as a result of BBC One’s investigation, shares in Purplebricks dropped by 6%.
What can we learn from Purplebricks' mistakes?
Instead of exaggerating information to try and impress potential customers by shouting questionable facts at them, you need to create and distribute engaging, educational or entertaining content that will then help your prospective customers see you as not only an expert, but also a business that is interested in building valuable relationships. Create content and information that people actually want to consume instead of simply bragging to make you and your company sound better than it really is.
Do you ever see Nike, Apple or BMW bragging about the company in their ads? No, their ads are always engaging, educational or entertaining. Remember the Nike ad a few years ago with some of the world’s best footballers in a futuristic match? No bragging, just entertainment and certainly engaging for the target audience.
Content marketing is an essential part of any successful business. The aim of content marketing is to provide valuable information to users for free, creating a trusting relationship with them, eventually leading them to make a purchase or select your business as the one that they want to solve their problem.
It is important to communicate and engage with your customers and potential customers. Traditional marketing methods no longer work like they once did and nowadays, effective marketing comes down to creating high quality content, which is then shared across the web. High quality content isn’t just information that is well written, but is information that is of real value to your potential clients. Educate your clients with appropriate information and demonstrate how you are vital in solving their problems.
By creating information like this you will be creating an honest, trustworthy and transparent relationship, securing your brand’s reputation. Content marketing is a win-win situation for your company and its customers. Your potential clients get the information they require and you get to demonstrate your expertise, securing your company as the “go to” place in the potential clients head.
Valuable content marketing is an essential tool if you are going to grow and sustain a successful business in today’s web-driven world. If you have any questions on how we can help you with creating regular content, or how you can then distribute and see the results of that content, get in touch today to see how the modern world nurture and secure leads.
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