Jonathan Schwartz, CEO and Co-Founder of Bullseye Strategy.
Walt Disney once said, “We keep moving forward, opening up new doors and doing new things, because we’re curious … and curiosity keeps leading us down new paths.”
What would The Walt Disney Co. be today if not for that curiosity? This power of curiosity translates well into all fields; I’ve found that it is particularly important for being a successful marketer or marketing organization.
Curiosity can reveal untapped audience segments. It can lead to discovering emerging marketing technology. It drives individual employees to set personal goals, which, in turn, magnifies the roles they play as part of a larger team. Curiosity brings clients knocking on our door, and our eagerness to explore their curiosity secures client-agency partnerships.
In short, curiosity and marketing go hand in hand. Curious minds can ignite limitless growth for organizations and agencies alike through curiosity marketing.
Curiosity: A Critical Catalyst For Growth
Many people are born with an innate curiosity to explore the unknown. This natural curiosity often pushes business owners to launch their brands in the first place, whether to fulfill a customer need or to represent their audience in the marketplace better.
Both in business and marketing, you’ll always find a curious person asking, “What if?” What if we could disrupt the current market with an unrivaled service offering? What if we expand our content marketing strategy to encompass new social media channels aside from Twitter and Facebook? What if we channel our latest consumer survey results into a new product feature or demo?
Curiosity is one of the five foundational values of my own business. Among passion, personalized service, excellence and results is curiosity — a key driver of innovation and advancement for our team. We specifically hire for curiosity; we look for potential employees who refuse to take data at face value or settle for the first trend they see.
However, beyond business owners and professional marketers, curiosity also affects nearly every member of the general population. This is where curiosity marketing comes into play. Curiosity marketing is a method for business owners and marketers to intrigue the general public to learn more about their products or services and turn curious minds into potential customers. It’s a psychological tool that helps forge relationships with customers.
Drive Engagement With Curiosity Marketing
Internally, curiosity can help marketers ideate new solutions or marketing angles and spark creativity. But what about externally? Can we harness curiosity to drive consumers to specific businesses? The answer is a resounding yes. Curiosity can be the foundation of a marketing strategy, and it is for those who use curiosity marketing.
The goal of curiosity marketing is to persuade customers to want to learn more about a business. Marketers drip-feed information or use teasers to maintain audience interest and encourage consumers to interact with brand content.
To be successful with curiosity marketing, make sure you’re aware of the audience’s existing curiosity gap. A curiosity gap is the difference between the customer’s existing knowledge and what they want or need to know. The role of a marketer is to fill that curiosity gap with just enough information to pique a reader’s interest and lure them deeper down the sales funnel.
Curiosity gaps and curiosity marketing are already at play across the digital landscape. From urgent subject lines to powerful blog post titles or calls to action, information is often positioned in such a way that it makes a reader feel as though they’re missing out on some type of valuable knowledge. Fear of missing out (now commonly known as “FOMO”) drives a customer to click through and learn more.
How To Use Curiosity Marketing
You may be wondering how to use the curiosity gap technique — which is a testament to curiosity marketing in itself. If you plan on offering curiosity marketing as a marketing strategy, get the right people in place first. Make sure you have a team of people who want to ask questions.
I encourage you to hire naturally inquisitive people. Seek out employees who look beyond their basic functionalities and instead ask questions about all facets of daily operations. These will be the people who come to you with solutions before you’ve even raised a problem. They will naturally dig deeper into data to find trends that can inform your curiosity gap technique.
To drive traffic through curiosity marketing externally, consider these tips:
• Build trust and authenticity. Before you can pique the audience’s curiosity, you’ll need to build trust with them. You can do this by making a personal connection. Be human. Be understanding. Remember, it’s not about you; it’s about them.
• Use concise headlines. For both blog posts and email subject lines, even your click-driving content titles should get straight to the point of the subject matter.
• Show the value proposition immediately. Why should a consumer read this? What can they learn? Why is this topic relevant to them?
• Opt for teaser content. Never give all of the information away with one piece of content. Drip-feed information through multiple posts that encourage reader engagement, such as joining an email list for a first look at a new product.
• Split test content updates. To satisfy the curiosity of your marketing team and to judge audience opinion, split test items such as landing pages and ad copy.
Curiosity Marketing Can Be Crucial To Success
Curiosity marketing can drive results for clients. Try curiosity marketing on for size to learn how to harness natural curiosity for your business’s advantage.