Adcom’s Marisa Pisani made a return trip recently to the Greater Cleveland Partnership’s offices to continue her deep dive into how to optimize digital marketing campaigns.
As you might recall, during “Business Growth Boot Camp Part 1: Understanding Digital Marketing & Creating Measurable Results for Your Brand,” Pisani laid out the many channels that are available to marketers today, how they can best be leveraged and the pros and cons of each.
• RELATED: Check out a recap of Pisani’s Boot Camp presentation by clicking here.
In the second part of this series, Pisani built on the lessons she delivered in Part 1 by explaining how to create a marketing campaign that will catch a customer’s attention and what she sees as the future of digital marketing.
How to stand out
Pisani said one of the best ways to make your marketing campaign unique is to offer something of value to your customers, as opposed to hitting them over the head with repeated attempts to sell. Customers, Pisani said, are seeing through the staged, glossy pictures and sales pitches. They want more value than that.
One of the primary ways to provide this value is by becoming an information source for your customers. Write blogs. Post videos. Share your customers’ values. Become a thought leader.
For small businesses especially, the idea of creating unique content on a daily basis can seem daunting. The good news is, there are ways to be valuable to your customers and not have it suck up a lot of your time. For instance, consider seeking out content that your audience would find useful and sharing it (with proper attribution, of course). Also, update or even reuse some of your old content that new customers might not have seen (or that previous customers might have forgotten about).
And a quick tip on the content you share: Make sure you include a clear, direct call to action so your audience knows exactly what it is you want them to do (e.g., download this white paper; read this article.), and take away optional paths that could distract your audience from reaching this intended endpoint. Make it as easy as possible for them to get to the finish line.
Another thing to remember is that this value-added content doesn’t necessarily have to come from you. User-generated content (where your customers post content, such as videos, of them interacting with your product) and reviews are just as valuable. In fact, this kind of content can be valuable from a search engine optimization perspective as well, as search engines are more likely to rank higher the pages where people are seen commenting on, reviewing and interacting with your product or service.
The future of marketing
Looking ahead, Pisani said the future of digital marketing will heavily involve a mix of traditional database marketing and machine learning. That is, marketers will be leveraging automation and will be targeting specific content to users who have demonstrated specific behaviors (i.e., clicked on a similar article, visited a similar landing page, etc.).
While this will help free up additional time for marketers to use on other mission-critical endeavors, artificial intelligence hasn’t yet reached the stage where it can reason. So, it will still be incumbent on human minds to determine what data (or combinations of data points) are important for automation programs to consider before targeting customers with personalized content.
This Boot Camp series is just one example of the many educational and networking events COSE hosts each year. Click here to view a list of more upcoming events you can use to help grow your business.