Every year on July 4th, we celebrate our country's freedom and independence. Most of us take a day off from work and we're free to do whatever we choose! In today's digital marketing world, individuals and companies are becoming even more independent than ever with new tools and technologies that enable us to write, photograph, video, and share our thoughts, ideas, and advice and in most cases, whenever, wherever, and with whomever we choose.
The 4th of July often ends with a vibrant, enthusiastic fireworks celebration and many of us watch with awe and admiration, inspired and excited by the light show in the dark. At Digital Third Coast, we aim to be celebration-worthy marketers throughout the year, not just every summer. Here are our team's #1 marketing tips for creating fireworks and success that sparkles beyond first glance:
1. Think Measurement Before Marketing - Get online marketing tracking processes and goals in place using Google Analytics or other tracking tools before you begin marketing. Without setting up goals and a way to measure your digital marketing campaign up front, you won’t know if you are creating fireworks or duds that fizzle (which can help you improve for next time)! (Taylor)
2. Give Respect & Consider Context - With paid search marketing, pay attention to the context in which your audience will see your marketing and ads. For example, if you are using remarketing to display an ad with a promotion to a web user after they have visited your site, make sure it is easy for them to redeem it. Be the answer your audience is searching for online, give them something of value, and deliver what you promise. There are many choices online, and each visitor to your site is just a click away from going elsewhere. (Nathan)
3. Create Epic Content - Focus on at least one piece of “epic content” at a time for your website. Spend 60-100 hours if necessary on one piece of strong content. It will pay off in time, attracting an audience who is searching for the work that you do or the information you provide. For example, if you focus on a blog that consistently demonstrates knowledge, entertainment, actionable ideas, or even comedy, your audience will continue to expect strong content and will return for new posts.
If you develop an extremely engaging video to help prospects take a peek inside your company culture and products/services, they may share it with colleagues and it may also attract viewers on its own in web searches. Other companies may even use it as an example of a video they want to create for their company. Content that people remember will be revisited, shared, and maybe even serve as a model for other marketers, helping to strengthen your brand image, which could result in sales. (George)
4. Capture Your Audience from Start to Finale - Create marketing messages or ideas that will catch the eye of the reader and then keep their attention with a combination of thought-provoking answers to hard-to-answer questions and give them a lasting impression with the “finale” that will leave them wanting more. Use a creative, eye-catching title that provokes action and intrigues them to read further. Then, connect them to the marketing information you're sharing with relevant and relatable imagery like a photo to visualize the concept. Continue to dazzle the audience with consistently valuable information and an easy-to-follow flow.
Just like in firework shows where the first few are meant to catch the attention of the onlookers to keep watching throughout the “body” of the show, the body of the written content, should consistently entertain the viewer. End with a bang by offering more information about the author, creator, or company for actionable results in the “finale” and even give them another resource or piece of the puzzle to keep your audience connected to your brand. (Kyle)
5. Focus on Creating and Sharing Info Your Audience Wants - I'm often asked by companies how to make their content viral and relevant online. And too often, they are focusing on how best to market their content, rather than focus on the quality of the content itself. Make a video that shows how your company makes something, introduces your team, or tells a story. Ask your company executive to write an article about his or her goals for the company, or create the next awesome infographic with stats that are hard to come by and graphics that represent the data creatively.
No matter what you create, make sure it serves a purpose for your audience instead of for the purpose of competing with other content marketers or trying to be the best. No one will care how much you market your content online if the purpose, quality, and content of the content is bad. (Michael)
6. Get to Know Your Audience - When you're promoting a product or service, understanding your audience can help you target the right people to achieve a noticeable difference in your ROI and a boost in your conversion rates. For example, if you review your site traffic and notice it tends to increase during certain times during the day, that might be the time to send out your email campaigns as well. If you know what your audience knows and likes, you can give them what they want and need. Just like when you're setting up your big fireworks finale, you have to know if your audience likes it louder or brighter! (Tate)
7. Focus on Your Website - Invest some time and energy towards the content (text, photos, videos, case studies, testimonials) on your website. Not only do the descriptions about your company's products and services attract site visitors because of industry-related keywords they may be searching for online, which are important for ranking purposes, but answering the questions your site visitors have and wow-ing them with your site's content will help draw site visitors in and hopefully lead to a contact, or a sale. (Lindsay)
8. Market with your Head, but from your Heart – The best, most inspiring marketing explains why a company does what it does, and why it matters. When crafting your strategies, spend some time thinking about your own intrinsic motivations. What got you into your field in the first place? Why are you still in it? Then translate that passion to your marketing efforts. People buy from people they like, know, and trust, so the more they know about you the better. Tell your story by being personal and transparent, and people will relate to you and have a better understanding of who you are and your value. (Lyndsey)
9. Simplify the Seemingly Complex - Take the time to break down marketing concepts that seem complicated. Using basic terms, clear images, and a conversational voice in marketing messages can help educate an audience and also level the playing field between marketers and those who are not. I often remember ads or marketing messages that boil down an idea to something so simplistic, I wonder how I hadn't thought of it that way before. For example, baking bread seems daunting to me. But when a flour company breaks down the recipe into just five steps, it seems much more manageable and I'm more likely to buy the flour and bake the bread. (See there? A simple baking example to demonstrate my point.) (Rebecca)
10. Design Your Linking Strategy Around Your Customers, not Search Engines - Focus on creating relationships with publishers and companies that will reference your company through links to your site that will actually lead to site traffic/sales/conversions/new customers. Instead of focusing on building links for your search engine ranking, spend time on marketing that is customer-focused, which will generate traffic from relevant links back to your website and from reputable sources. It’s the same approach to marketing that was used before this whole internet thing was ever around. (Matt)
What are your marketing ideas to spark and keep attention on your business or brand?