Noise. It is everywhere we go. At home, at work, even when we take a walk. Our favorite media channels are filling out our day with ongoing stories. Over the last two years it has become more overwhelming than ever. The pandemic has changed the way companies and individuals source their information, and how marketers get the word out there. Moving most of the activity to the digital arena, marketers and brands are fighting over the very limited attention of their target audience.
Marketers may have the coolest job on earth (non-biased at all 😊). They are the cool gang in the company that get to run the most creative projects. But with the “glory” comes the pressure. The pressure to get the right brand awareness and leads gen initiatives that will serve the bottom line of the business.
To keep up we need to eliminate the chaotic noise around us, focus, and invest our energies on the right initiatives – ones that will appeal to the right people and cross through their daily noise
Here are the top easy to implement lessons to go by for 2022 –
Lesson 1 –
Instant one-time initiatives are out, long term relationships with your market are in!
Emotional marketing is taking more central stage in the way we define our marketing efforts. There is more attention today to why should the customer care. People have so much noise in their lives as the battle between the short attention span people have and the fight for winning their hearts by the big brands continue to raise. So, what can you do to win this battle?
Consider these two tactics to win the jackpot:
- Invest in influence marketing. The value of a relevant influencer endorsing and talking constantly about your brand is one of the most effective ways to win people’s attention and hearts. A company, a person, a group of people – They all tend to buy in to your brand and what you want to sell them when they see their influencers do the same. This is emotional marketing at its best. Try to invest more on cooperation with influencers that fit your brand and agenda. It could be an A-list celebrity but also top leader from your industry that have a substantial number of followers. Now what do you do with these influencers? How does a cooperation with such would look like? That moves us right into tactic number 2!
2. Built long term relationship between your brand and your potential and existing customers. As a onetime campaign or initiative to promote a specific onetime event or product launch might work in specific occasions, for the most part a sponsorship banner on your media partner website or a one-time email blast will not cut it anymore. People need to engage with your brand on a regular basis. If we look at your influencer marketing efforts think about a yearlong plan. Such a plan can include:
Find the right influencer for YOU and YOUR CAUSE.
Develop the messaging and creative you want to promote with the influencer.
Plan for 4-5 projects with the influencer. It can include short videos engaging the influencer with your products/services, photo shoots of the influencer with your brand initiatives, 3-4 short posts to use for the influencer’s social media channels etc.
Decide on the dates/millstones throughout the year and which action to publish.
Now start to imagine! Imagine your target audience sees a top influencer engage with your brand on an ongoing basis in your digital channels. Now this is a magnitude impact!
Watch out for Lesson 2!