Situational marketing is an actively developing area of advertising that companies use to attract the attention of the audience to an interesting event or an important action. It can be found in a variety of advertising directions: from themed banners for holidays to provocative advertising campaigns. This technique can help to sell or promote a product or service, and you only need to know how to present it in the right way.
In the field of affiliate marketing, situational marketing has been used for several years. Some people choose news and holidays, while others choose scandalous topics and hype on them, but their goal is the same, i.e. to attract more traffic.
How can situational content help your company?
- Increase the number of conversions.
- Attract the user’s attention to the content and further interaction: comments, likes, reposts, and mentions.
- Build trust in the product.
- Lead a new audience and increase the popularity of the product/service.
Sources of situational marketing
Finding a decent newsworthy event is not an easy task, especially if you want people to quickly respond to it and start discussing it. Social networks and media news are the main sources for searching for situational content.
Facebook Instagram news feeds, Telegram messenger, TV, online magazines and resources are the best sources of information for every taste and desire of the affiliate.
How to create a newsworthy event
It’s worth noting that situational marketing is one of the most effective ways to attract attention along with traditional ones. Many people ignore this type of marketing, but in vain, because competitors are happy to take advantage of the moment and use this unique technique to find a link between an event and an offer to capture a share in the market.
If you are trying to create a newsworthy event for the first time, it is better to start with well-known traditional holidays and events. After you learn how to create content for all the well-known news, then you can work with newsworthy events for offers.
Examples of events for newsworthy events:
- Planned events (holidays) are the simplest and most understandable content that can be prepared in advance. All sorts of promotions, contests, sweepstakes, and gifts in honor of the upcoming event are highly demanded!
- Calendar events, birthdays of the companies, and the creators of brands.
- Presentation of new products and services.
- Newsjacking: newsworthy events based on news from other people.
- History: brand, company, product.
- The scandals associated with different people.
- Controversy. A great advertising move is to join the discussion in social networks and attract attention to yourself.
Consider three criteria for selecting newsworthy events:
- The subject of your business.
- Concept of your website or blog.
- A portrait of the audience (gender, age, preferences).
First steps:
- Learn all the news that may be related to your product/service.
- Choose something that will be interesting for your target audience.
- Prepare and create creative content and a powerful message.
- Keep track of user activity statistics on your newsworthy event.
- Work through different strategies and test approaches.
In the case of the affiliate marketing, pay attention to the content of your experienced competitors, because it’s their idea that will teach you to create your own newsworthy events and come up with something new:
- Communicate with your audience and monitor their preferences.
- Keep up to date with the latest events and news. Topics that are the “bone of contention” among users are your first goal. Read the comments and watch the discussions.
- Choose a clear and correct message.
- Creativity is the key to your campaign’s success!
Situational marketing is a convenient and easily implemented way of advertising. It requires the speed of reaction, resourcefulness, and the ability to think outside the box.
