Test, Test, Test, to be an Effective Marketer
Digital marketing is a realm of eternal change – there is no one strategy that magically works for everyone and figuring out your most effective marketing strategy takes some trial and error. While refining strategies does take time, there are some miniscule changes which you can make between ads, email campaigns, and social media posts that require very little effort but can yield dramatically different results. The key to communication that is effective is experimentation with your language – let’s explore what that means.
Chances are good that we have all received an email, phone call, or have had language used towards us in person which we thought should have been more tactful. The importance of smart language is critical for interpersonal communication – why would we let it go by the wayside when attempting to reach our marketing audience? One of the most effective ways to elicit specific responses from customers is to include a call to action. A call to action is a brief phrase which gives direction to consumers from within your marketing material. Such phrases include:
“Get started”
“Contact us today”
“Sign up for our newsletter”
“Read more”
and more. Calls to action are easy to implement and proven to be effective when used strategically with a clear goal in mind.
Another experiment worth adding to your marketing toolbox is sharing compelling data within your content. For example, a business which relies on seasonal business such as a christmas tree farm could send out a print ad which reads:
Stop by Johnson’s Tree Farm, where families have started building their perfect holiday for years. Or, to compel readers better, they could print:
Stop by Johnson’s Tree Farm, where more than 50,000 families have started building their perfect holiday for over 50 years.
While only adding three words to the copy, readers will inherently recognize the trust and experience which Johnson’s has built over their time in business. While your business may not have concrete numbers which feel compelling to consumers, sharing data on customers serviced, years in business, and awards given communicate the same feelings of trust. Experiment with what data best compels consumers to your business.
When examining your content for levels of effective communication consider also discerning between intelligent language and jargon. While developing your content and marketing materials, the goal is to compel an audience to give you business – in order to do that, you must speak in terms which they understand. Relying on technical jargon to portray intelligence or expertise can have the opposite of your desired effect. When looking to invest in a new cell phone would you rather hear New smartphone features dual fanless octacore processors which bolster 4K, 8,000,000 pixel macro photographs taken by it’s tri-lense UltraHD telescopic lenses. Or: New smartphone features world class processing power to help you enjoy tri-lense captured photographs in stunning 4K resolution.
While both examples essentially communicate the same things, the second is much more customer friendly. Buzzwords can be exciting and elicit personal research actions on the part of consumers, but overuse causes content burnout and is often off-putting.
So you’re ready to experiment with your marketing content – how do you track what experiments are successful? M1-Data is here to help. With our advanced data processing services and team of experts standing by, we can help you see in live-time what marketing strategies best serve your business. To learn more about M1-Data and how we can help you, contact us today.
