How do you create a buzz without all the noise?
When it comes to effective marketing tactics, you’ve probably heard that you have to “cut through the clutter” for your message to be heard.
Talk about clutter. According to Forbes, consumers are exposed to at least 10,000 ads each day. It’s a noise marketing world, with an overwhelming amount of information to comprehend all at once, all the time. Let alone getting delighted by just one of those messages and have it influence buying decisions. Hence, the cut-through-the-clutter mission of marketers, which can often include creating a lot of that noise in the first place.
What Is Noise Marketing?
Noise marketing is anything that distracts people from consuming your brand message. Noisy messaging can come from too many marketing emails in your mailbox or advertisements in your social media feed or commercial breaks in your favorite television show. The noise inundates people and they find it difficult to remember anything specific. Once they get annoyed by the noise, they tend to ignore it all, including your brand messaging.
The Plus Side of Creating Noise
Creating a buzz is a different kind of noise. When people find out there’s a buzz around your brand, it signals to them that it’s being talked about. You’re making noise in a positive way. People pay attention and actually hear the strong, directed message about your brand that you want them to hear.
Let’s Create Some Buzz
In this article, we share a few things you can do to help your message stand out from the crowd and be heard over the noise.
- Stick to what you know best.
When you create messaging based on what your company knows best, you can share informative, helpful, and credible content on that topic that people need to know today.
- Avoid redundancy …
When people see the same ad over and over again, the message loses its potency and also gets lost. Consider using frequency caps, which limit the number of times a person can see the same digital ad repeatedly.
- … But use the Rule of Seven.
The Rule of Seven says a person must see your marketing message seven times before they will consider your brand. So make sure you’re marketing on multiple and different digital channels. That way, your prospects will see your message regularly. Which is more effective than redundancy.
- Talk only to the interested parties.
Focus on reaching people with your messages who are actively researching your product. They may be checking your digital presence or your competitors’ websites. When you’re talking to active shoppers, your messages will feel more like a service for the customer and less like random noise.
- Know your customers, no matter what.
It may seem like a no-brainer, but understanding those interested parties – your ideal customers – is the most important asset you have for dissipating marketing noise. It’s your secret sauce, even, known only to you. If you know what they want and need and tell them, they will listen.
- Create messages that look less like ads.
Develop ways to provide a product or service that create value for prospects while also promoting your brand. Find something people want and give it to them. Producing useful tools or services for people, at no cost to them, will nurture their trust.
- Create and place marketing contextually.
Make your messaging less disruptive in the context of where people are seeing it. Use a mix of contextual analysis software and creativity to run innovative ads that compliment editorial content, weave parts of a show’s story into the message, are integrated with the surrounding media, and more.
- Be a mission-driven brand.
Trust in a brand is the second most common reason people buy what they buy. To tap into this, back up your marketing messages with action. Be willing to take the risk that what you stand for won’t matter to everyone, but it will matter to your core customer base.
- Stay aware and in touch.
No one’s going to hear your good news when a disaster is playing out in the world. People are more likely to respond to messages that speak to their lives in the moment, rather than miss-timed announcements, out-of-touch information, or news that’s out of sync with current trends. In these times, look for ways your brand can respond in kind.
- Try geo-targeting.
Geo-targeting allows you to show your ad in a specific region only. This helps your brand to become relevant locally to customers in your area of service.
- Convey one message at a time.
Overwhelming your prospects with too much information in a world with too much marketing noise already is a non-starter. You don’t want to waste their time because it will only work against you. Hook them with one benefit or feature in a singular, clear call-to-action.
- Use visual storytelling.
Visual storytelling helps people understand complex concepts or data by showing them. It engages more of the senses and people get it faster. Create messages where words and pictures complement each other and help get your point across clearly.
- Get serious about mobile-friendly.
Part of the digital noise prospects have to put up with is the continuous stream of content that’s difficult to consume easily from their devices. Or what they do see is incomplete. Or the formatting is messed up. It’s often the first way you can engage people without them having to think about it.
- Test new message channels constantly.
Channels that have proven themselves effective for marketers, such as email, Facebook, and others, are now saturated with ads, promotions, and other marketing messages. It’s wise to consider emerging communication channels, such as YouTube, TikTok and others, and test your brand messaging there.