Crack the Code of Engaging Marketing: A Guide to Captivate, Not Irritate
Let’s face it – nobody eagerly anticipates encountering marketing. In an ideal world, your brand would seamlessly blend into the daily lives of your audience. But marketers have to work extremely hard just to be liked.
Josh Hatcher, VP of Client Success at Grand River Agency, is back at it again. His new blog post aims to crack the code of engaging marketing and advertising. In a world where people see 6,000 to 10,000 advertisements a day, it’s difficult to walk the line between being effective and coming across as plain annoying.
Read Josh’s original blog post here: No One Actually Wants To See Your Marketing. And the following is a synopsis of key points from Josh Hatcher’s decades of experience in marketing and advertising.
Let’s Craft Marketing & Advertising That Doesn’t Annoy Your Target Audience
Whether you’re a for-profit building a brand or a nonprofit championing a community cause, marketing is inherently intrusive. But here’s the catch – you can’t afford to stay silent. So, how do you navigate the turbulent waters of capturing attention when no one really wants to be captured?
Transforming Marketing Into an Engaging Experience
Let’s dispense with the grim truth: people aren’t online to see your ads. Yet, marketers invest billions in interrupting this online experience, annoying over 90% of users. So, how can you make your marketing not only tolerable but actually engaging, helpful and effective?
Let’s dive into three principles to elevate your marketing game.
1. Clarity is King
The key is to communicate your message clearly and succinctly. Mastering this is critical whether you’re a digital marketing veteran or simply a creative mind on the team tasked with communications because you happen to have that skill set.
Look at the iconic GEICO commercials – they may feature whimsical scenarios, but the core message is crystal clear: “15 minutes could save you 15% or more on car insurance.” Your message doesn’t have to be funny, but it must be smart, intriguing and make viewers want to know more about your brand.
2. Know Your Audience
We seem to say this every week: KNOW YOUR AUDIENCE! It’s because it’s THAT important. Understanding your audience is the linchpin of effective marketing.
Tailor your message to address the specific needs, goals and pain points of your audience. Know where and how they consume content, and adapt your organization’s storytelling accordingly. Whether you’re B2C or B2B, it’s about being informative and helpful. Content marketing plays a pivotal role, offering insights and value that guide your audience toward making decisions whether to purchase or support.
Always consider the medium and timing of your message – different platforms and times call for nuanced approaches. Speak to the mood, mindset and motivations of your audience at the most opportune moments.
3. Have A Clear Goal
Every piece of marketing and advertising must have a clear goal and a tangible benefit for the audience. Answer the crucial question, “What’s in it for me?”
Show them how your offering can solve their problem or enhance their life. Craft a compelling call to action, leaving no room for ambiguity. Make it as effortless as possible for them to take the desired action, whether it’s buying a product, signing up for a service or visiting your website.
Stop the Ad Annoyance – Start Crafting Engaging Marketing That Works!
Follow these principles, and you’ll transform your marketing from an unwelcome interruption to a relevant, effective and profitable endeavor. As we said, it takes some effort to tell your organization’s story in helpful and engaging ways. No more wasting money on ads nobody cares about – start investing in marketing and advertising that truly works.
For expert guidance in transforming your marketing approach, contact Josh Hatcher here. Let’s make your brand one that people actually want to engage with.
