How DLF uses content marketing to build trust and win over customers

“If you want storytelling to promote a Rs 5 or Rs 10 packet of biscuits, then you definitely want storytelling to promote a product that’s price Rs 2.5 crore, Rs 3 crore, or Rs 30 crore,” says Karan Kumar, Chief Marketing Officer, DLF.The actual property trade in India is suffering from a number of challenges. One huge problem that stands in the best way of entrepreneurs and sellers is the dearth of trust and transparency between the client and the builder. When Karan Kumar took up the place as DLF’s first-ever CMO, he was clear that it could be his drawback to resolve. In episode two of Pepper Content’s Top of the Funnel collection, Karan Kumar and Natasha Puri (Content Marketing Lead, Pepper Content), sit down to discuss concerning the altering function of content marketing and storytelling in actual property.

“When folks need to purchase a product of high-ticket worth like a house, they need to know every part concerning the product and additionally every part that comes with it. It’s important to have a really sincere and clear dialogue with out making any type of over-statements or reporting any type of factual inaccuracies,” Karan explains.Content is not about making a 30-second commercial movie; it’s advanced and modified quite a bit. Now entrepreneurs need to experiment with codecs like internet collection and long-form content. At DLF, Karan says one among their current and most profitable campaigns was the ‘DLF Cares’ marketing campaign that was hosted on a number of platforms: social media in addition to on the bottom. “Many of our staff had been made to keep on a DLF campus to deal with the communities that they had been serving through the pandemic. One of the campuses had 450-odd folks, and the work concerned taking good care of the sanitisation, security measures, electrical energy, water and plumbing, and so on,” Karan says. “We showcased to the world what was being carried out utilizing video, and held real-person video interviews of the residents whereas holding it true to our values of clear and sincere communication. As a consequence, the marketing campaign labored out very properly, main to constructive conversations across the model, and in the end, conversions or income technology,” he provides. From ITC to FabIndia and now DLF, Karan’s profession has been filled with challenges and surprises, and but, he feels that whether or not it’s promoting a bag of chips or a luxurious condominium, sure ideas stay the identical. Having genuine conversations along with your customers is one such commandment. Another being creating the precise inner marketing construction to win huge.At DLF, Karan is placing collectively a marketing staff of brand name managers and material consultants who work intently with them. These consultants are expert in website positioning, content marketing, PR or occasions, in addition to in the actual property trade. He feels their experience can feed into the necessities of the model managers, and collectively, they type a dream staff.The final ROI on content marketing stays crystal clear in his thoughts: income technology and all marketing efforts should help gross sales velocity, whereas successful the trust of the customers.

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