3 Tips to Cut Through the Digital Noise for Mind-Blowing Digital Marketing Performance
Feb 20, 2019
There is more noise in the digital channels we interact with than ever before. People are paying less attention to their email, social media feeds, and digital ads--and you can imagine that’s only going to get worse with the upcoming election cycle.
With the constant oversharing and an ever-growing political divide, the upcoming year will be incredibly challenging for businesses trying to be heard over the the chaos and clutter from the election.
Of course, you shouldn’t just jump ship from digital because you’re not sure if you’re reaching your target audience or your efforts will be effective. You still need to focus on the best-practice digital strategies like running Google ads, optimizing your content for search engine results, and sharing engaging content like video and authentic blogs.
But there are some things that you may not be thinking about that could totally change your digital marketing performance.
In order to have an online presence that really resonates with your customers, you need to build trust and become a valued resource. How do you do that in today’s digital climate? Here are 3 tips for how to reframe the way you’re thinking about your digital marketing:
1. Personalize, personalize, personalize.
Most businesses are trying to be everything to everyone and market themselves everywhere. The riches are in the niches. Really find your niche and know your market so you can speak to the people who will pay attention to what you have to say.
According to a recent study done by Selligent Marketing Cloud, 74% of respondents wanted companies to treat them as an individual in their online marketing. Other studies have shown that customers are willing to give up more data for more of a personal ad experience and get frustrated when an ad doesn’t relate to them.
We can all relate to dealing with too much noise online, and there’s nothing worse than getting bombarded with content you don’t care about. Thankfully, Google is constantly collecting data about your audience that can help you you get to know who your customer is, what websites they’re visiting, and what their interests are, so you can target them appropriately.
Create a compelling message and tell a story to the right audience. The more you focus on that, the more you can relate with the people who matter, and the better you can connect with them and break through the digital clutter.
2. Stop selling.
This one sounds crazy, but it’s true. Stop focusing on traditional selling. If we can agree that everyone is fighting for attention and people are already fed up with how much noise there is online, the last thing we want to do is have people selling to us all the time.
Go back to the basics. Create an online approach that adds value for your customers and builds trust. Instead of running ads that focus on features and benefits or your excellent customer service (which everyone says they have), focus on creating content that educates and builds your brand as a thought leader.
Spending time building an online presence that is authentic and helpful will always pay dividends down the road--especially for smaller businesses.
3. Gain credibility through influencer recommendations.
Think about the last time you had an awesome experience with a brand. Maybe a customer service rep went above and beyond to solve a problem. Maybe you got an unexpected gift or had an experience that surprised you. What did you do? You probably told someone else about it.
When you build trust in your brand and become a valued resource, customers won’t be able to resist talking about you. According to a study done by Nielsen about global trust in in advertising and brand messages, a whopping 92% of people trust word-of-mouth recommendations from friends and family over any other type of advertising.
This shouldn’t make you question whether you should be doing other forms of advertising. Having a presence online is obviously important. But you should be focusing on ways to amplify the voices of people who love your business and will recommend you to their people.
Find local influencers in your area and incentivize them to talk about you online. (It should go without saying that you need to earn the right for them to share their experience with you, and that doesn’t happen overnight.) But local influencers can lend significant credibility to your business and can can cut through all that digital noise online.
Want to learn more about cutting through the noise? Triple R Marketing can help you personalize your digital ads, build rapport, and help you think about ways to give a megaphone to your customers so they can share their experiences with your business online. Contact us today to learn more.