Finding the right marketing techniques to engage your audience in today’s globalised world
If anything, this generation can be defined by its many breakthroughs in media: the influencer phenomenon can turn the most ordinary of people into internet sensations, and the democracy of content means anyone and anything can blow up as the next big thing.
It is said that in today’s day and age, you can sell absolutely anything with the right positioning and aggressive marketing. If you really come to think of it, a diamond is one of the most useless things in the world—really just a shiny piece of rock! But with proper branding and a bit of PR magic, it rose to become one of the most expensive things out there.
Consequently, we see today some of the most brilliant startup ideas crop up from different parts of the world, and yet falter in their attempts to gain momentum. Considering the challenges present in today’s startup ecosystem, many of these ideas do not flourish because of a lack of engagement.
How does one truly stand out in the age of aggressive marketing? We have compiled a short list of things that you can do to get a leg up. While there are a plethora of things you can do from building a brand to influencer marketing, we’re sticking to three simple things you can use to achieve your desired momentum.
1.) Getting your story out there
One of the secrets to successful branding is telling a good story. With the saturation of brands out there—all of which are constantly bombarding us with new things to buy—the market has grown considerably distant. This is not their fault. According to a 2007 article from The New York Times, every day, the average person is exposed to 5,000 different online and offline ads—a number that has since spiked exponentially in the last 13 years!
As such, people have also grown desensitised to traditional marketing techniques. It is for this reason that influencers today have discovered a new way to brand and market themselves: because people are in dire need of organic content.
This is why we believe the secret to good marketing is getting personal.
When it comes to brilliant ideas and tech innovations, telling stories is important because it throbs at the core of the human experience. It allows your audience to empathise, and urges them to engage with what is deemed human and relatable. Stories help create something organic and real out of all the glossy technological advancements happening here and there, ultimately helping you to humanise your brand.
More importantly, telling stories invite people to engage with you. It provides them something recognisable, something accessible—ultimately contributing to the larger identity that makes up your brand.
2.) Go where your audience is
It’s not enough that your story is simply out there. What’s imperative is that your story finds itself in the hands of the right listeners, the right audiences, and the right people to potentially support your ideas.
Throughout the 21st century—particularly in modern societies—people have experienced rapid changes, affecting the way we live our everyday lives. One of the largest culprits of this social change is technological advancement. Of the many examples of how technology has changed the way we live, the penultimate one is the emergence of social media.
In a study conducted by the London School of Economics and Political Science last 2017, the world’s population during the year stood at 7.5 billion with 3.8 billion people using the internet. Of the 3.8 billion people that encompassed the study, active social media users account for 2.89 billion people, which is a penetration of 38%.
Given this data and the many others that support it, we are inclined to believe that the best place to access your audience is through social media.
Creating content and publishing them on social media is a great way to engage your audience and generate leads. The more content you churn out, the more familiar the world becomes to your brand—and in turn, the more receptive your audiences will be to actively engage you.
3.) Engage with them directly
While social media is a great place for you to channel your general stuff (announcements, contests, media, etc.), we believe an aggressive marketing technique that involves directly engaging your audience can work succinctly as well.
As such, email marketing is your best shot at actively converting prospects to actual customers, generate engagement, and get your brand noticed.
Electronic Direct Mail or EDM is a great way to market your campaigns since it allows you to engage your audiences directly. Yes, telling your story is important, and yes, sharing that story out in the open is beneficial to your brand, but imagine being able to share your story directly to the people who are certain to stop and read it?
EDMs do just that, which makes it an important component for one’s marketing efforts, especially for new startups who have little brand awareness.
With the help of EDMs, your brand and your story are given a personalised touch, giving your recipients a sense of exclusivity in the experience of having immersed in your narrative and getting to know your products and services—ultimately giving your company its much-needed boost.
Why these three components are important
With all the marketing endeavors sprouting left and right, these three things make up the best possible experience a customer can possibly get from companies who are out to build a name for themselves.
With the combined flare of good storytelling, the reach of social media, and the directness of EDMs, marketing your brand is made so much simpler. Which is why here at e27, we commit ourselves to crafting that very experience not only for companies who want to stand out, but as well as possible customers who we help nurture in our ecosystem—building a holistic understanding of what it means to be a tech entrepreneur in today’s day and age.
For more information, check out our content services here.
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