How to invigorate your online presence with five expert marketing techniques that your customers will love.

Noble Bison Productions on Set with Cheebs via At&T x Twitch Shoot

Digital presence has become essential for businesses to survive, especially through last year’s fiasco. Both e-commerce and brick-and-mortar businesses rely on online marketing to stay connected with their current clientele and promote to prospective customers.

But just because you have a website or post on all the social sites doesn’t mean that customers will come flocking. Strategic digital marketing is a practice that takes time and diligence. Whereas large companies can hire experienced digital marketing agencies, newer, small business owners may have to work extra hard to learn the ropes and figure out what works themselves.

If that’s you, then you’re in the right place to pick up some expert marketing tips that are proven to put things in motion. It can seem like a lot of work and even a bit overwhelming at first but hang in there. When you learn how to apply the techniques below within your industry, things begin to unlock — and it becomes really fun, in my opinion. Let’s jump in below so you can get started working on them today.

5 Expert Marketing Tips Proven to Boost Customer Leads

• Think Like Your Customer

• Take the Spotlight Off You

• Make More Videos

• CTAs (Call to Action)

• Track Your Content

1. Think Like Your Customer

Still Capture From Adobe x Live Nation Ad with Gayle - Noble Bison Production

Marketers tell us to think like our customers because we can then relate to them and speak to their pain points, deepest desires, hopes, and needs. Accomplishing this is one of the essential keys to successful marketing.

One of the best (and free) ways to learn how your customers think and feel is to pay attention to what they’re saying already. Get started on this by taking a good look at your reviews. Take it a step further and look at the reviews of your closest competitors. What are the most common and pronounced things they’re saying? In addition to your reviews, speak with your customers directly. There may be important aspects of their experience with your products, good or bad, that you can learn through a deeper conversation.

Once you’ve done a bit of research, it’s time to create an ideal customer avatar. Here, you’ll take the time to create a detailed buyer persona. This exercise will help you get into the mindset of marketing your product or service to a single person. This is NOT something you should skip or rush through. When you can produce copy that speaks perfectly to your ideal customer, you’ll see major changes in customer leads.

When you write any marketing material, an IG post, website copy, or a marketing email, you want to imagine you’re writing it to one very specific person (your ideal customer). People get worried thinking they will leave out certain people when marketing like this, but that isn’t the case. There can be different posts, emails, etc., for your various types of customers.

Think about a product like Febreze. They have commercials that target different customers, like pet owners or parents. They also have commercials targeting different spaces, like bathrooms or vehicles. Not every commercial is going to resonate with their array of customers. But marketing to the right needs of each customer is how they have such a large customer base.

Now that you know what your ideal customers want and need most, it’s time to implement it into your content and copy.

2. Take the Spotlight Off You

Image via Noble Bison Productions’ still frame of DBC brand video

Companies like to to talk a lot about themselves, but this is boring for customers to read. It goes in one ear and out the other. When customers come to your site or see your content, it should say something about them. Of course, you want to tell your prospective customers all about what you have to offer, but you should do this in a way that focuses on your customer.

For example:

“Our lotion is ultra-moisturizing and smells amazing!”

vs.

“Bring your skin back to life and smell good doin’ it!”

This simple example shows how you can put your customer in the driver’s seat when you shift the spotlight to them. That’s what quality marketing does. The main point is that your customers want to feel seen and spoken to when they buy something. They want to feel that ‘aha’ moment of “this is the product or service I’ve been looking for — it was made for me!” Once you have their attention, and they’re further down the sales funnel, you can go into more detail about the specs of your products or services.

This rule also goes for About pages. Tell your customers about yourself in a way that focuses on their wants and needs. Consider these last lines from our company’s About page as an example:

“You got the goods, we’re just here to help make it memorable to your customers. We take pride in our artistic expertise to show your products and services from a creative point of view. Your company is unique, and your mission is important, but your customers won’t know it unless you show ‘em.”

My final tip piggybacks off of the first section where I said it’s important to market to one person at a time. Always speak to the individual. Your copy should be personalized to the reader by speaking in the 2nd person; use the pronouns You, Your, Yours, and Yourself. There isn’t a crowd of people standing around a computer reading your website or social content. 99% of the time it’s a single person, most likely scrolling on their phone.

3. Make More Videos

Image - Noble Bison Productions on set.

Ah, the magic of video content. Wyzowl reports that more than 91% of businesses use video as a marketing tool, and for good reason — 88% of marketers say video has helped them generate leads. It’s even noted as having a greater return on investment than static imagery. So, while videos may take a bit more resources to produce, it’s worth the investment to grow your business.

Whether through your personality, voice, style, or sense of humor, video is a dynamic way to connect with your audience. There are many types of videos that businesses can create for their socials or website. When it comes to doing videos the right way, the two main things to keep in mind are to make them short and high-quality.

People have short attention spans, especially online. There’s plenty of other content vying for their attention, so if it’s boring and doesn’t get to the point, then users will quickly scroll away. Video quality = quality of products or services. High-quality videos automatically cause viewers to view your company as trustworthy and of good quality. And if your video is of poor quality, then people will see your business in the same light.

4. CTAs (Call to Action)

As a video production company, we talk a lot about CTAs in our blogs. This is because CTAs are the second half of any marketing content. Video works to educate, promote, and raise awareness, but it’s through CTAs that your customer will act. Whether it’s a video or static image, you must tell your customer what action you want them to take from the content you just shared.

CTAs are not the time to use extremely casual or cutesy language. Instead, be concise and direct. Do you want them to come down to your shop for this weekend’s sale? Sign up for your newsletter? Buy your latest book? Tell them how to do it with action words, and then provide them with an easy way to get there — through the link in bio, the button below, etc. And whatever it is that they are clicking on, it must bring them to the exact place for them to follow through on that action.

5. Track Your Content

Tracking your content and noting your analytics is key when it comes to creating stellar content and messaging. In fact, big companies spend insane amounts of money on marketing teams to conduct A/B tests and other analyses to help them understand more about what their customers best respond to. As a small business, you likely don’t have the budget for that kind of professional market research.

However, you can do this on your own scale by simply paying close attention to your online performance and metrics through tools like Google Analytics, Google Search Console, Google Merchant Center, and more. Much of marketing, especially as a new or small business owner, is learning through trial and error.

For example, something needs to be reworked when visitors come to your website and don’t take action or stick around. Maybe it’s your site, but it could also have to do with optimizing for the appropriate audience. Search engine optimization is one of the best ways to drive more qualified traffic, whether you work with a local SEO agency or have the bandwidth to learn more about SEO. It’s one of the foundations of a quality digital presence.

While SEO may seem easy initially, it has much more intricacies than meets the eye. For instance, your SEO can suffer when you make significant changes to your website if you do it incorrectly. Additionally, there may be subtle dips from changes that will have a long-term positive impact. Knowing the difference is where SEO experts come into play. Our major website makeover took about three weeks to recover; however, with a dedicated SEO guiding our changes, we soon found our updates had us ranking higher than before on the first page of Google for our targeted keywords.

The same goes for little engagement from emails and posts. The key takeaway is to track what is and isn’t working and then make educated changes where necessary. Building a successful business from the ground up requires putting your feelers out and learning as much as possible to grow.

Consider such things as the following:

• What times are you posting to your socials or blog? What are you posting? How do your metrics change based on these details?

• How does your engagement change from the content or the copy optimizations?

• What is your website bounce rate? Is it on specific pages? What organic keywords or ads are driving the traffic to that page?”

• Do you have high-quality CTAs across essential pages? How many clicks does it get, and does it produce conversions?

• What about the copy on your landing pages — does it spotlight your customer?

These are just a few things to pay attention to out of many others. You should always be looking to improve your website, emails, and social media content.

To Conclude

As business owners, we’re passionate about what we do and want to share our goods with people. But in the end, marketing is really just learning how to communicate better with our customers. Navigating these waters can be rough at first, but we hope these marketing tips give you confidence in sharing your products or services and you walk away excited to connect with your customers.

Do you need to create quality videos? We’d love to learn more about you and your needs. Click the button below to get started on a free quote.

NOBLE BISON PRODUCTIONS

A DENVER VIDEO PRODUCTION COMPANY

BROADCAST COMMERCIALS - MUSIC VIDEOS - BRAND VIDEOS - FILMS - ANIMATION & MOTION GRAPHICS - DRONE FOOTAGE - BRAND VIDEOS - WEBSITE BANNERS - SOCIAL MEDIA VIDEOS - CORPORATE VIDEOS- DEMOS - EXPLAINERS

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