I’m a dominant right-brain thinker, so I naturally gravitate toward creative marketing concepts. But the practical, left-brain side of me knows the value in using a marketing pitch that simply explains the product or service. This fact-driven approach is the essence of informational marketing—and it’s one that should be incorporated in your marketing strategy.
A recent article in HubSpot offered a great example of informational marketing done right: the classic McDonald’s Big Mac jingle. The fastfood chain used the ad to introduce its new sandwich by detailing the composition of the Big Mac: two all-beef patties, special sauce, lettuce, cheese, pickles, and onions on a sesame seed bun.
If you watched TV in the 1970s, you knew exactly what a Big Mac was—and could recite the product contents. (If you’re not old enough to remember it, the catchy tune was one that stuck in your head.) It’s an example of marketing genius.
But, it’s important to note that, to be effective, not all informational marketing has to be as memorable as the Big Mac jingle. But it does need to make a brand connection with your audience while educating them about your product or service. Here are a few points informational marketing touches should include:
- the basics/features of your product
- how/where it’s sold
- what differentiates it from competitors
- the price or other defining attributes
Blogs, how-to videos, podcasts, brochures, spec sheets, and websites are all examples of channels that can be used to deploy informational marketing. It’s a universal strategy that can be used to sell everything from food, to cars, to computers. HubSpot sums it up perfectly: “This method of marketing shows your audience the nitty-gritty so they won’t have to leave your website to find out what your product or service is.”
Using informational marketing as part of a balanced strategy is a great way to engage and educate your audience. Simply focus on delivering the information that your audience or user needs to know about your product, and you’re well on your way.