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Posted in Inspiration on 23 Apr 2019

4 Ways To Make Marketing Less Robotic and More Human

By: Jonas, CEO at Spott

Effective marketing techniques are a crucial component to growing any brand.  However, the accessibility to getting advertisements in front of viewers through digital campaigns, such as Facebook ads, has revealed the all too robotic state of marketing automation.  

An impersonal approach to reach potential consumers will inevitably kill the effectiveness of your marketing plan.  Consequently, it will also damage your brand’s identity, leaving many viewers annoyed and unimpressed. The consumer now has the selective authority to choose what is relevant or what is unworthy of our attention.  The key is to portray your brand as less robotic and more human. Here are a four ways to do just that.

COMMITMENT TO CONTENT

Content is one of the most compelling resources to leverage your brand.  Providing quality information in the form of articles, images, and videos on a consistent basis will create more brand awareness to your audience while attracting new viewers at the same time.  It also helps give internal insight of the brand’s operations. Consider highlighting any latest achievements or product features.

Google is more focused on awarding higher visibility to content that brings value, so publishing relative, noteworthy information will compliment search engine results over time.  Think about what topics people want to know more about and implement keywords into written work. For instance, trigger words like “how”, “what”, and “why” are very effective to increase SEO.

ALTERNATIVES TO EMAIL

Email outreach has been one of the main techniques to automate marketing.  Yet the current culture of audiences are not biting the bait anymore. Cold emailing has a very low response rate all across the board.  Brands are rethinking how to connect with consumers through social media. Twitter and Instagram are great alternatives to reach individuals on a more personal level through direct messaging and commenting.

Social media is also a great place to promote content.  The consistent flow of informative data to digest will, in exchange, drive communication and discussions through your brand.  Winning brands have a strong digital presence on social media platforms.

BE ON THE SAME PAGE

In order to create relative content and automate marketing efforts, the entire team needs to be on the same page.  The sales and marketing teams need to work together to produce content at the right time at the right place. If the two sectors are performing on their individual agendas, the outreach becomes spammy and random.  Meeting together once a week will formulate a clear vision and streamline marketing automation.

HUMAN TOUCH TO A CLEAR PATH

Taking the reins in the beginning stage to own your consumer journey is a bullet proof method.  Initially, focus on one destination you want your audience to arrive at. From there, map out all the possible decisions and ways they will get to that point.  Thinking like an actual consumer will help the users feel comfortable and comprehend the process, may it be signing up for an account or placing an order. Through the data of actual user experiences, you then can scale up the efforts with confidence of effectiveness.  

Data is a large factor in deciphering winning and losing marketing methods.  Spott’s dashboard benchmarks performance of every unit of content on all platforms based on views, clicks and baskets.  Spott is a content marketing SaaS platform that allows users to make any content (pictures and videos) interactive, enriched and shoppable.  By processing it once, it becomes interactive across all platforms: your own websites, social media channels, third party websites, interactive video player platforms and even physical assets, such as paper magazines and boarding.

To request a demo or learn more about Spott, please contact our Senior Sales Manager Rob Verschelden: [email protected].

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