Digital Marketing Strategy 101 for Boring Brands
Over the past decade, and especially within the last five years or so, digital marketing has more or less infiltrated every area of our lives. Online advertising has evolved in leaps and bounds thanks to the internet and social media platforms.
You’re unlikely to escape the sponsored ads on Facebook, promoted tweets on Twitter, or those pesky popups on websites you like to visit – and everywhere else in between. We can thank the latest and greatest digital marketing plugins and algorithms (and other technical things, such as tracking pixels, which I won’t even pretend to understand).
Regardless of whether you consider current digital marketing techniques to be effective or “creepy/stalkerish,” many brands are finding success with using them.
In a recent article for TopRank Marketing’s blog, Ashley Zeckman pinpoints three attributes of a successful digital marketing strategy:
- Authoritative (having or showing impressive knowledge about a subject – Merriam-Webster)
- Credible (able to be believed – Merriam-Webster)
- Trustworthy (able to be relied on to do or provide what is needed or right – Merriam-Webster)
Sounds simple enough, right?
Sure, but how can I apply these digital marketing strategy attributes to my essential, but boring brand?
First of all, let’s determine what type of brand might fall into the “boring brand” category. These are brands that also want to creatively market their products, such as those for feminine hygiene, or medication for hemorrhoids, toilet paper, or auto insurance, for a few examples. You know, mundane things people don’t typically talk about in their everyday conversations.
And so, in a nutshell, the marketers for boring brands are tasked with creating and promoting brand awareness, starting conversations about and ultimately driving sales for these necessary, yet “blah” things – but for their brands.
For some time now marketers for this unique niche of brands are often left scratching their heads in the past when it comes to developing effective digital marketing strategies. They may be wondering, is it really necessary to “reinvent the wheel” just to gain more attention on the internet?
The short answer is, “yes.” Although many of us have become accustomed to seeing ads for these boring brands on television or hearing them on the radio, there is an entirely new and growing audience online. In my opinion, it’s just a matter of time before we fully embrace ads and other content for the so-called “boring brands” on the internet as well.
One issue the marketers or boring brands face is determining why their products and/or services don’t seem as easy to promote with the digital marketing tactics currently working for those not so “ho-hum” brands and how to work around it. The good news is that even though it may seem difficult to attract and retain an audience, it certainly isn’t impossible.
Scott Ayres has written an inspirational post for boring brands of all sizes for Post Planner, a social media engagement app. The post, which is titled, “36 No-brainer Social Media Tips for Boring Brands & Products,” provides an excellent list and resource guide that is perfect for creating content to use on social platforms or anywhere online.
Here are a few of Ayres’ tips you may wish to consider as you begin creating a digital marketing strategy for your own “boring brand”
- Don’t be “salesy” — The 70/20/10 formula for content is ideal! This includes 70% informative, 20% other people’s posts, and 10% sales
- Be personable — people want to see the personal side of your brand, and also use humor if appropriate
- Share customer reviews/testimonials – potential clients often trust what others say about you and your brand
- Create and share “How to” content related to your product or service through blogs, video or social media
- Share posts from “experts” in your brand’s niche or industry
How real “boring brands” are finding real ways to reach their online audiences through digital marketing
As I have seen in my own experience there is truly no one-size-fits-all digital marketing strategy for any type of brand. There is a lot of essential research, testing, and trial and error involved in achieving success online.
However, there are several brands of various sizes and within different industries that are seeing positive results.
Here are a few examples:
Regardless of who you are, you probably (hopefully!) use toilet paper. It’s one of those essential, yet mundane products I referred to above with few marketable qualities.
In 2014, Charmin drummed up brand awareness when they launched a hugely successful social media campaign on Twitter using the hashtag #tweetfromtheseat. The tweets prompted interaction with the followers and provided some humor for the brand’s followers.
1st time @KingsIslandPR and next heiress to the @Charmin throne ???#tweetfromtheseat pic.twitter.com/uwkbuY5Tuh
— Javier Rosario (@JavoVanGogh) September 18, 2016
2. General Electric
Although most B2B companies have had mixed results with their digital marketing efforts, General Electric (GE) has successfully boosted their brand using social media and other online marketing platforms.
One surprising platform where they have excelled in introducing their industrial products to a mainstream social media audience is Pinterest. Pinterest is still a widely popular visual platform. As of 6/8/16, Pinterest has 100 million active users according to Expanded Ramblings.
As for GE, Gina Hutchings says the following in her post for digital marketing site Receptional:
As a visual medium GE set up a ‘Badass Machines’ account to share images of not just their own work but also amazing innovations worldwide. The whole portal of the page is that ‘engineering is cool’ it’s new and exciting and something you would want to be part of.
3. The Zebra
Car insurance is yet another one of those essential items people need. When it comes to gaining brand awareness it’s typically not an industry that attracts loyal online audiences by using the digital marketing strategy and techniques that work for more common consumer products.
The Zebra has taken steps to set themselves apart from some of the other car insurance providers online. As a startup in 2013, The Zebra’s goal was to be the “Kayak for auto insurance,” by aggregating quotes to provide car insurance shoppers with the best options. Consumers are also able to do this comparison shopping anonymously and without any obligation.
One unique way The Zebra is boosting its digital marketing strategy to attract the everyday, mainstream consumer is through providing free car insurance advice on demand through their website. Their page, “Ask an Agent,” promises fast, accurate, trustworthy – and 100% free – expert answers and tips from licensed and experienced insurance agents.
Which digital marketing techniques do you see working well for “boring brands”? What are other examples boring brands you think have been successful online? Please feel free to leave a comment below.