Category: N/A
No summary available.
00:00
digital marketing is steadily becoming more and more competitive consumers are increasingly skeptical because they're bombarded by more ads and emails and tags than ever before we marketers are expected to achieve more results with less budget less organic reach and in many cases less data oh and more
00:17
competition but one thing's for sure average ads average emails average SEO average digital marketing is not going to get results thanks for watching like And subscribe it's not all bad you can still win you just need to be significantly
00:32
better better well the good news is today we're going to be covering seven b2c marketing strategies that you can Implement to win in this terrifying hellscape I mean modern economy and although today's examples are b2c the exact same principles do apply to B2B as
00:49
well and if you're still watching this video you've already seen four of these seven techniques in action all right let's start with the basics understand your audience whoa I know you know this give me 15 seconds I'm going to show you something new okay maybe 80 Seconds when I say understand your
01:05
audience I'm not talking about designing your customer Avatar we've been through that I'm talking about finding a hook that resonates and positioning yourself to stand out example earplugs boring you say right maybe not Loop earplugs is a b2c earplug company that has a unique
01:22
angle because it's identified as target audience clearly let's take a look look at the images on this page it's young people look at how they're positioning the product this is like technology of course they also look different which encourages people to rethink what they already knew about this product category there are even collaborations yeah
01:39
earplug collaborations and they've identified an audience with particular needs that they can Target this is a brand that deeply understands Their audience I mean it's also fantastic e-commerce site look what happens when you add to cart you get all of these upsell opportunities you get this little
01:55
bar at the top which is encouraging you to add products to your basket to increase your order value to get these bonuses it's just great anyway that's the topic for another video the important thing to recognize here is that they've understood their target audience and built messages tailored to resonate with that audience now we obviously have more videos on the topic
02:11
of target audience so in the words of my therapist Tim that's beyond the scope of this conversation I'll leave you to go and check those out separately anyway strategy number two is to dial in your paid search paid search has always been awesome but we ninjas thinkers can have a Renaissance because of the
02:28
generative AI coming to search results just look at how Bing is embedding chat GPT powered Bing chat into its search results and how it's using ads in those answers and Google is doing a similar thing with search generative experience building shopping ads into the AI
02:45
generated answers these platforms are going to be spending more serving up generative AI in their search results so they're going to be very keen to build ads into these answers and that is good news for advertisers or at least advertisers with good paid search campaigns so how do you prepare for this
03:02
well the first thing to do is make sure that you've got profitable paid search campaigns running for your business we're expecting the total number of advertisers to increase as Google and Bing roll out generative AI in their search results as some of the businesses that see a drop in organic traffic might
03:17
be piling into to paid search instead the ad platforms are also trying to make it easier for advertisers to get started by offering generative AI ad tools so who's going to win in this new era well Google of course the first rule of digital marketing is Google always wins
03:32
but the other winners are going to be those marketers that have established High performing paid search campaigns and can pay the most per click profitably dialed in campaigns high-performing landing pages large targeted audience lists now if you're
03:48
not already going hard on paid search and request a free website and marketing review from the team air exposure ninja Link in the description and we'll be able to help you plan out your angle of attack b2c marketing strategy numero 3 positioning and niches all right let me
04:03
show you a couple of examples here so here we have two brands on Instagram that are selling vegan shoes this is Will's vegan store and you can see the images are quite high-end this is like travel it's lifestyle it looks quite cool and that's because they're serving a more premium audience now compare this
04:20
to koi still selling vegan shoes but are totally totally different positioning it's much younger looking it's more fast fashion it's a bit more trendy bright bold colors both vegan shoes very different positioning get it if not check out this example insurance this is
04:38
dead happy now selling life insurance is a pretty difficult thing it's something nobody really wants to think about and it's definitely something that young people don't really want to think about but dead happy have set up to sell life insurance to young people how do they do it well they make it cool they use
04:53
completely different language they use very bold branding they even make it dare I say fun and by choosing a younger customer base they're targeting an audience that most insurers just aren't interested in trying to get here's another insurance company taking a
05:09
different approach this is poly now Polly's offering life insurance not just for young people but for mums okay so why is this niching thing a good idea well first up in it Narrows your focus think about it Polly doesn't have to outspend all of the major established insurers reaching everyone possible to
05:25
sell them life insurance they can Target mums through the sort of marketing channels that mums are spending time on secondly it makes product Market fit easier and easier to communicate by completely tailoring their product to this very specific target audience they
05:41
have a much better chance of resonating with that audience that improves the conversion rate of any landing page that they're going to show because their target audience is immediately going to see themselves represented on that page look at all the imagery on this site this is targeted very specifically for
05:57
mums they're using phrases like mums know best which every mom is going to agree with and to be fair most of the dads you got that right and of course they can make the emotional sale by making this page all about the children which is really why any mum is going to buy life insurance anyway now you may
06:12
say yeah but by targeting just mums Polly's restricting their target audience true but the parent company owns a whole bunch of these different Niche Insurance Brands they have insurance for mums insurance for dads and insurance for the over 50s love it
06:28
it's Central BC marketing strategy number four is emphasizing your social responsibility credentials according to Harvard Business School seventy percent of Americans believe it's either somewhat or very important for companies to make the world a better place that's
06:45
70 of Americans I'm just joking we love our American friends and America is actually amazing it's a reality that today's consumers are looking for brands that align with their values now the types of things that consumers are looking for in ethical businesses include selling ethically sourced
07:02
products treating their staff well being transparent with customers avoiding false marketing claims and striving for constant Improvement so what can you do to show your customers that you actually care about making the world a better place where you can start by just
07:17
setting out your principle levels on your website here we see how Gourmet confectionary company candy kitten focuses on their sustainability how they're building a Greener future and they care about the environment the fact that they're a b Corp info about their packaging and a quote from one of the founders about how important this is to
07:33
the business it doesn't just need to be sexy direct to Consumer businesses here's a construction consultancy that lays out its philosophy on its page it shares its company values they explain what their culture is about and they talk about social responsibility at
07:49
exposure ninja we do this on every single page of our website showing that we're a b Corp we also have a carbon offset scheme which means that our entire company is climate positive we're very proud that we've been certified an outstanding place to work for and with disability confident now you might say
08:06
yeah but do people really care about all this value stuff well yes they do sure there are some people who don't but the ones who do care are going to be motivated by this stuff and it's also likely to be important for your staff to feel like they work for a company that actually strives to make the world a better place now one thing to know is
08:22
that it does tend to be the younger Generations that index more highly on these environmental and societal goals of course this means that companies which take a stand are going to see further benefit as consumers age and it's important to say be legit here don't just treat this as a box ticking
08:37
exercise today's consumers are Savvy and if they can smell green washing they are gonna smack you over the head with your vegan shoe and by the way while you're on the exposure ninja website at exposureninja.com checking out our B Corp and climate credentials do yourself a favor as well and request a free
08:54
website and marketing review from the team we'll take a look at your website and your digital marketing we'll record you a video which shows you how to improve the results that your website generates for you over the next six to 12 months it's completely free of charge and it's totally awesome so go to exposureninja.com and click the button to apply for your free review today
09:10
alright principle number five is personalization where you can you want to personalize your consumer's experience where whether this is serving Dynamic content on your website like Amazon does let's be honest they're the Masters here on this homepage so much of this homepage is tailored to my
09:27
recommendations and my previous purchases although they do happen to have made the mistake of thinking that I'm some sort of real man embarrassing of course you also want to segment your email marketing list this allows you to tailor your email marketing promotions to people who've already expressed interest in particular products or
09:43
services but this can also mean things like personalizing your landing pages according to the locations people are in when they click on your PPC ad for example check out this local plumbing firm that actually isn't a local plumbing firm but they have localized landing pages because they know that if
09:58
they show a local name on that landing page they're more likely to get the conversion than if it's just a national brand with a national phone number and of course you want to be tailoring your ads to People by running specific remarketing and dynamic remarketing and retargeting AD campaigns I mean let's
10:13
just take a second look at the state of your Social feed or your Gmail promote tab do you think that you're going to have a chance of cutting through without a little bit of personalization in there all right b2c marketing strategy number
10:28
six digital PR now we as exposure ninja have had a digital PR team since 2014 but we think it's one of the channels that is going to be due a Renaissance because of generative AI in search results but let's be honest getting your
10:44
business featured in the sort of high Authority Publications that your target audience spends their time in has never been a bad idea it's great for credibility yes of course it can lead to more brand awareness and traffic to your website but it's also killer for your credibility and SEO now in this example
11:01
for one of our clients we identified that there was a new story Brewing about the opioid crisis and Fentanyl now we've got an addiction Clinic client who's actually treated people for opioid addiction and we were able to get them featured really prominently in this article with a great success story from
11:17
one of their patients look at the quality of this testimonial and in a real Top Authority publication as well yeah yes it's great for traffic it's great to have a link but what does this do for their credibility as well it's phenomenal but you can also get super
11:33
creative with your newsjacking for example here's a story about Madonna and the fact that she had to delay her US tour maybe not a usual source for a link to a digital marketing agency called exposure ninja right if you're persistent enough there are ways and by the way we've got another video on
11:49
digital PR which shows you how to do all this stuff link peer and avalo strategy number seven video marketing for b2c brands in particular video can be incredibly powerful let me show you an example our client Golf Course lawn
12:04
run by Ron Henry uses video marketing to build a really personal connection with their target audience this completely differentiates them from the other companies selling lawn care now of course one is great on camera but he's great on camera because he's passionate
12:20
about what he's talking about and these videos do well because they tap into a topic that people care about of course the true Masters in this area are the Kardashian Jenners don't skip stick with me here Arielle here with me this video
12:36
is an 11 minute 42 second infomercial to sell one of Kylie's makeup kits but of course it's not really an infomercial because it's had 4.4 million views for zero media spend now if you think watching someone do
12:51
their makeup for 11 minutes and 42 seconds sounds like a long time there are some people here asking for a three hour version yeah now by the way don't dismiss this because it's not the same as your business you don't sell makeup I can see you about to skip forward don't do it stick with me I actually think you
13:06
should watch this Kylie Jenner video in full and not because you care about makeup or you care about Kylie though of course I hope you do I think you should watch this because you care about how to build a relationship with your customers through video in order to sell them products through massive organic reach
13:22
with zero cost of distribution YouTube user Tad hug says Kylie's makeup is really an art that may be true but taddock I would say Kylie's organic reach is the real art here and by the way if you're watching this thinking ah yeah but these Productions are slick we
13:38
don't have the tech to make slick Productions exhibit a duolingo's tick tock and with something coming called Google perspectives video is poised to become a more important product Discovery media them for potential customers and more about Google perspectives in just a second now those
13:55
are the first seven tips there are actually three more in the blog that's linked underneath this video but of course before you go to the blog to get the last three tips make sure you subscribe to this channel to get the next installment of our very tailored video marketing all designed to get you to request a free website a marketing
14:10
review from our website at exposureninja.com and if you don't know what Google perspectives is this video shows you what it is and why it's so important until next time see you soon