CONTACT
US

Thoughts.

Posted by Robert Somers

FILTER:

Why People Ignore Your Marketing Strategy and What to Do About It

shutterstock_134919149

Are you tired of being bombarded with emails? Are you sick of being interrupted all day by advertising?

You are not alone.

In 2015, people have an in-built “advertising detector” and they tune out when ads are pushed in their faces.

In this article, we list the best ways Australian businesses can avoid being ignored.

marketing-efforts-ignored-infographic_v2

The last frontier of banner ads

Ever noticed those banner ads that follow you around the internet after you’ve visited a website?

It’s called remarketing, and it’s pretty much the last form of traditional “interruptive” advertising that still works.

That’s simply because people don’t actually know it exists, how it works, or how to switch it off.

MORE: Ultimate Guide To Remarketing In 2015

Narrow your target

Targeted MarketingForget reaching masses of people. The more narrow your audience, the smaller the target and easier it is to repeat a tailored message multiple times.

The smaller the target, the bigger the bulls-eye and the less time you waste on the wrong people.

Before you build a marketing strategy, it’s important you put together a persona of who you are marketing to.

Adwords

  • What brands do your customers search?
  • Where do they live?
  • What is their motivation to buy?
  • Where are they in their buyer journey?

Facebook

  • What are their interests?
  • What is  the age range?
  • What sites will they visit?
  • Do they commute to work?

Sales content is selfish content

According to leading US content marketer Kenneth King, every piece of marketing material is created from one of the following two mindsets.

“I wrote this, so now I need you to read it.”

“There’s something you need to know, so I wrote it.”

The first approach is selfish. It’s focused on the needs of the writer, not the reader. It’s noise, not value. People ignore these selfish messages.

The second approach is contribution focused. It’s about giving value to the reader. This unselfish approach is so rare that when people see it, it captures their attention and grabs their interest.

Whether you know it or not, every message you send fits into one of those two categories. You are either training people to filter you OUT or tune you IN.

Don’t let email marketing turn into spam

Australians today are pretty good at blocking emails by using spam filters or unsubscribing…others instantly send your email to its grave by hitting the delete button.

A better option is to send a regular newsletter featuring useful content that people actually appreciate.

A sound way to tap into people’s interests, is by tracking what actions they take on your website. If a customer only visits certain product pages on your website, only send them emails featuring those same products.

An important thing to keep in mind is that businesses should never send an email to someone who doesn’t want it. This will only harm open rates, and consequently see emails labelled as spam.

Make social media count for something

Common sense pretty much tells us most of what we need to know to get our followers engaged with our social media content.

However the problem isn’t so much a lack of knowledge, as a lack of time, energy and resources to consistently carry out the proper strategies.

To ensure you post regularly, you need to have a posting plan in place. This involves using a tool like HootSuite, Buffer or SproutSocial for social media updates, and scheduling posts to go live at set intervals.

But the most effective solution is to thoroughly refine your audience targeting through a paid campaign.

In terms of Facebook, the best way find the optimal audience is by remarketing to your website visitors or building audiences based on email lists – that way you are reaching the people most engaged in your business.

MORE: Remarketing is one advertising tactic that people have not outsmarted.

Want to talk about how digital marketing can help your business?  Talk to an ROI.com.au expert today