Bidtellect CEO Lon Otremba has offered a healthy share of advice on Forbes the last couple of weeks on everything from bad advertising to holiday campaigns. The bottom line? Stay truthful, know your audience, and test early. Here’s a round up of Lon’s October Forbes Features with actionable advice you can start implementing now.
1) Why Consumers Hate Your Brand’s Advertising
First, the bad news: consumers probably hate your advertising. Good news: Forbes tapped the experts for not one, not two, but 13 reasons why and how to fix it. But as Lon proves, sometimes good life advice is applicable to advertising advice. If you can stick to this, then all of your other tactics will fall into place, and your brand’s image will be beloved in no time.
Lon says: Not Being Truthful
I’ve found the quickest way for consumers to hate your advertising is to feed them something not genuine or truthful. Consumers can spot a phony a mile away, and when you lose credibility — as with anything in life — it is nearly impossible to win it back.
2) How Marketers Can Tell Compelling Stories
What’s the key to all good marketing, advertising, and content marketing? Good storytelling. What makes an engaging story? So glad you asked.
Lon says: A Compelling Story Is Stronger Than Any Pitch
The first storytelling lesson I ever learned was the most basic of all: a story is much more engaging than a pitch. So, rather than making good pitches, tell compelling and engaging stories. These are my four components of engaging stories: specific detail (not generalities); emotion; proximity (make it close and personal); having a point — a loss is as compelling as a win if there is a point to make.
3) What Are the Most Important Content Marketing Metrics?
And while we’re on the topic of content marketing, Forbes’ experts agree on 13 crucial metrics to determine the quality of your content marketing strategy. But there’s one metric that will inform all your other goals.
Lon says: Audience Engagement
Tracking audience engagement is the most critical metric because it measures interaction with your brand. Developing an informed set of engagement component metrics that you can synthesize into one measurable metric is the goal.
4) How To Ramp Up Holiday Marketing in the Fall
Finally, maybe you’re reading this because you’re in the middle of/already planned/are stressing about your holiday campaigns. Yes? No? Forbes offers 12 tactics to get your holiday campaigns in tip top shape before the first echoes of holiday music pipe through speakers everywhere. According Lon, testing optimization strategies ahead of time should be top priority:
Lon says: Test Optimization Strategies Early
Use fall season to test optimization strategies. Test out different creative combinations and personalization tactics based on your key performance indicators. Consider placement level optimization, dynamic creative optimization (DCO), contextual targeting and retargeting, as well as ad types and devices. The holiday period will be your chance to reach far and wide — you don’t want to lose budget to error.
5) Never Underestimate the Power of Free Samples
You read that right. No matter the size of your business, whether you are just starting out or well-established, never underestimate the power of “test drive.” Small businesses, especially, are usually at a severe disadvantage when it comes to marketing budgets. But don’t limit yourself. Give consumers a chance to try your product or sample it for free. If you’ve built something great, they’ll always want more.
Lon says: Offer A Sample Or “Test Drive”
Sampling is tried-and-true and incredibly cost-effective. A direct route to discovery is still the best way to win a customer. If you sell a product that can be sampled, offer samples. If your product has a high unit cost (e.g., a car) or you offer a service, then a trial or “test drive” serves the same purpose.
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