One of the best ways to get started with your digital marketing efforts is to follow successful examples set by other companies in similar industries. Following competitors’ campaigns closely will allow you to react to them and give you a heads up about what is effective and what tactics you should leave behind. Here are a few general tips from recent marketing campaigns that you can use to achieve success in online selling.
Reach Your Target Audience
Marketing efforts should be tailored to reach a specific audience, the one most likely to purchase your product or service. Use research to determine who your core demographic is, and customize your use of social media and other online marketing efforts to reach out to them. You can use online tools to find demographic information about your subscribers in order to learn information such as age, gender, and education levels that will help you as you narrow your digital marketing scope.
Another way to target your chosen audience is by creating content that appeals specifically to them, such as humorous listicles for a Buzzfeed-reading demographic, as Citibank has done in a recent campaign. Or, alternatively, you can create more general content such as an “About Us” video and share it on your demo’s favorite social media platform. However you decide to reach your customers, be sure to maximize your ROI by going after those consumers who are most likely to have a positive response.
Harness the Power of Video
YouTube can be an invaluable tool for reaching your target consumers once you have determined what demographic you are trying to persuade. For instance, Dollar Shave Club, a popular online service, received 12,000 new subscribers within 48 hours of creating an inexpensive YouTube video. Consumers enjoy branded content that is entertaining, so keep that in mind as you create video content showcasing your business. Also, you don’t have to break the bank to make a great impression—just know your audience and speak to them in a way they’ll respond to.
Make Emotional Connections
People are far more likely to promote your content if it resonates with them emotionally. Whether it’s funny, heartwarming, or sobering, creating content that engages consumers’ feelings makes a lasting impression. A recent ad by WestJet showed Santa Claus asking passengers what they wanted for Christmas before their departure, and when they landed the airline’s team had gotten them all the gifts they asked for. The ad received over 40 million YouTube views and led to an increase in sales for the year. This proves that, while it’s sometimes a good idea to put your product front and center, often it pays to foster a positive emotional association between customers and your brand.
For help using the lessons of successful companies like these to craft an online marketing strategy that fits your business, contact AMMA Digital Marketing at 800-466-0684, or send us an email today to set up a free consultation.