10 Morsels of Killer Marketing Advice for 2019 from the Greats
A new business owner needs marketing advice like a joint needs a lighter.
That’s why we’ve collected some of our favorite marketing advice from some of the world’s greatest marketing experts.
Marketing in 2019 is much easier and much, much harder in many ways.
Technology is constantly changing. So are people.
In some ways, effective marketing techniques have been made so much more accessible to any business owner.
But in other ways, the accessible platforms have been saturated by other brands who are all trying to figure it out at the same time.
It’s a beautiful and chaotic circus.
How do you get the upper hand when your competitors are seemingly always two steps ahead of you?
Trust the marketing advice of experts and show the world your passion through effective marketing in 2019.
1. Get on board with social media marketing…
“I never thought that Instagram would be this big. Companies are now spending billions of dollars on influencer marketing and advertising on Instagram. I never expected that influencers like myself would be traveling the world for free and getting paid to create content and promote products. A ton of people are making full-time careers out of this.” – Zach Benson, founder of Assistagram.
When Zach Benson founded Assistagram, he had the goal in mind to help hundreds of brands and entrepreneurs grow their following and authority on Instagram. That’s because he noticed the trends favoring influencer marketing efforts. Influencer marketing is huge if your target demographic spends a fair amount of time on social media. What are you doing to further your social media marketing efforts?
2. …But do it with a strategy in mind.
“Remember that ‘social’ implies you’re giving something useful to the audience. Ad targeting to get people to give you something is fine. But leveraging it to show people how much you can give them goes a long way in building trust and brand affinity.” – Jason Falls, Digital Marketing Keynote Speaker
Even though everyone with a smartphone can create an account on popular social media platforms, that doesn’t mean that the hard work for your business is over. Jason Falls, the renowned keynote speaker, emphasizes that there should be some strategy behind your social media marketing efforts. In particular, in your messaging. Does your copy speak to what your customers can do for you? Or does it speak to what you can do for your customers?
3. Know your demographic well…
“Every community, no matter how diverse, tends to have common threads, such as the things they care about or come together to support, shared concerns, and so on. Doing the research to understand the tenets of these communities and what matters most to them enables you to appeal to the larger group by showing you understand and support the issues and nuances that make that community unique.” – Whitney Fishman, Wavemaker
What many people don’t realize is that marketing is more about sociology and psychology than technology. What Whitney Fishman is revealing is that at the end of the day, the effectiveness of your marketing efforts depends directly on how well you understand your target demographic. Not only do you know their gender, age, and location, but you understand their interests. Their likes and dislikes. Their problems and their joys in life. How much do you know about your target audience? Could you easily imagine your buyer personas?
4. …And know how to gain their trust.
“I define sales as a meaningful transaction between two human beings, so before asking for anything, a customer’s trust must be earned. Brands need to build narratives that align with their organization’s values and then communicate those values to their customers. This leads to increased trust which then translates to brand advocates. Look at the passion of Beyonce fans or Harley Davidson riders – those brands have created an identity that makes people feel like they’ve added value.” –Amanda Slavin, CEO & Founder of CatalystCreativ
It’s one thing to understand your audience, but it’s another to understand how to build trust between you and your customers. That is exactly what Amanda Slavin is stressing when she speaks about the transaction experience being a human experience. When a business owner’s values are reflected in a company’s story, all of those customers that share those values will be pulled like a magnet to that brand. How personal is your brand story? How vulnerable and brave are you willing to be to show the world what your company truly represents?
5. Don’t chase traffic. Instead, focus on converting and engaging the traffic you’re already getting.
“Conversion rate optimization needs to be viewed from your visitor’s perspective. You need to create compelling online experiences for every stage of the online customer journey. The biggest mistake that you can make is to be a greedy marketing and only focus on the bottom of the sales funnel.” – Tim Ash, CEO of Site Tuners, Chairperson of the Digital Growth Unleashed conference.
It’s easy to fall into the traffic trap. Building traffic is great, don’t get us wrong. But Tim Ash says that there is something more important you should probably be focusing on, and we couldn’t agree more. Converting your existing traffic into customers who are engaging with your brand should be among your top priorities, and that’s solid marketing advice for ANY industry. Once you have people engaging in your brand, they are one step closer to becoming customers and brand advocates! And that truly is the end goal.
6. Find the balance between memorable and familiar.
“Lots of marketers aspire to create memorable messages. Making something distinct increases the likelihood that it will be better remembered. If you have cereal in your kitchen on most mornings, pizza served in bed will be distinct. To create distinct, memorable messages, first detect pockets of similarity in your industry. You need some similarity in order for the brain to detect distinctiveness. Second, ensure that your distinct message fits within known mental models and then play off of them. Returning to the breakfast example, “having a snake for breakfast” would be too provocative and wouldn’t fit within existing models. Change the question of “How do I create a distinct message?” to “How do I twist an existing mental model?” to increase the chances of becoming memorable.” – Carmen Simon, Cognitive Neuroscientist, Author, and Founder of Memzy.
Mmm… who else is hungry? Carmen Simon makes a deliciously valid point about creating a memorable marketing experience that’s familiar enough to be comfortable, but still new enough to be interesting. It’s important to shake up your customers’ thought processes, but not so much that it’s jarring and intimidating. Striking that balance between interesting and comfortable will be your sweet spot when it comes to your marketing campaigns.
7. SEO strategy is more important than ever.
“Optimize for local terms and search intent. Generic content is great, but it’s also very broad. I recommend creating geo-specific content via landing pages in order to increase awareness locally through organic means.” – Tom La Vecchia, MBA, X Factor Media
If you don’t understand everything in this piece of marketing advice, that’s totally okay. That just means you’re not a marketing genius (yet!). We’ll help you break it down. What Tom La Vecchia is explaining is the importance of SEO strategy. SEO, or search engine optimization, is more important than ever in this Google-dominated world. And what this quote is trying to say is that doing SEO for broad search terms could be helpful, but you increase your chances of being lost in the shuffle. Focusing on long-tail keywords that are more specific to your niche is definitely the way to go.
8. If you’re not measuring, you’re not marketing.
“Use data to drive decisions. So much of what online marketers do still today is make campaign and product decisions based on gut or outdated notions when it’s never been easier to let markets, splits test and conversion funnels make the most profitable decisions for you.” – John Jantsch, Duct Tape Marketing
Failing is your friend! That may be really counterintuitive and might not feel like the soundest marketing advice, but hear me out. In life and in marketing, you can use your failures to your advantage if you choose to learn from them. Tracking key performance indicators and using data to help you understand why you went wrong, and why you went right, will be essential to your marketing campaigns. Use tools like Hootsuite and Google Analytics to track your progress over various metrics to better understand your demographic and the success of your marketing efforts.
9. Set an intention when it comes to event marketing, and follow through.
“In 2019, businesses will utilize event strategies more than ever before as human experiences will be how companies choose to differentiate themselves, especially those that can’t do so through technologies. They key to any great event strategy is very simple – identity the memory you want attendees to walk away with and work backwards.” – Kenny Nguyen, CEO of ThreeSixtyEight
This marketing advice from Kenny Nguyen is solid but should be taken with a grain of salt…especially after that whole Fyre Festival incident. Creating human experiences and providing curated memories about your brand through planning an event is an amazing way for your company to gain momentum when it comes to your marketing efforts. Having the ideal memory of your event in mind throughout the planning process is essential to consistency and creates a cohesive goal for you and your team. But after watching that cringe-worthy documentary, we urge you to build your plan out to something more than just posting idealistic videos on social media…
10. Word-of-mouth referrals are not dead!
“The best way to tap into a local grapevine is to start an advisory board of influential people who are well-known in many networks. Convene the group regularly and give them “inside” information about your business that they are the first to know. People love knowing something others don’t know, and sharing it gives them a feeling of power. The community will soon be buzzing about you.” – Jeff Bradford, the Bradford Group
In the technological age of digital marketing, it’s easy to brush off the power of word-of-mouth. But just because we do so much of our marketing in front of a screen instead of a face these days, that doesn’t mean that the power of referrals is dead. In fact, it just means it’s stronger than ever. In your own life, who do you trust more? An ad on social media, or a referral from a friend? Jeff Bradford is eluding to the fact that genuine human interaction will always be valued more than anything we try to do on a screen. Take advantage of that by cultivating a group of brand ambassadors to generate buzz for your brand. Leaking “inside” information to them will make them feel exclusive, important, and best of all, invested in your brand.
Are you pumped to get out there and get to marketing!? Us too!
We LOVE getting to know our clients and their customers because each brand, product, and service offers a completely different experience. And that’s the beauty of it!
One of our favorite parts about the marketing process is uncovering what it is that makes each brand special and how to tell each company’s story in the best possible way.
If marketing seems a little bit daunting to you, that’s totally normal. It’s a big undertaking for any business owner, especially when you’re focused on, well, running your business.
If you need a little bit of help getting your marketing efforts off the ground, we’ve got plenty more marketing advice where that came from.
Whether you’re a cannabis business or not, we would be more than happy to help you out.