Marketing

MARKETING: The Weak Ad Threat

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I spend time researching advertising and too often struck by weak, unfocused and what can only be described as complacent ads.

Advertisements without a strong call to action (CTA) are burning money. Here’s why:

The CTA Imperative. Without a clear directive, potential customers are left confused and unmotivated. CTAs serve as critical signposts guiding users toward the next step in their customer journey.

👀 Key Pitfalls of Weak Copy
– No clear user direction
– Missed conversion opportunities
– Reduced audience engagement
– Lack of psychological motivation

✅ Pro Tips for Improvement
– Use strong, action-oriented verbs
– Create a sense of urgency
– Make CTAs visually prominent
– Clearly communicate the value proposition

Remember: Your copy should not just inform, but ‘inspire action’. Every advertisement is an opportunity to convert interest into tangible results. If the advert is aimed at a specific sector or group have follow up adverts ready to run as a reminder and to be consistent.

Run the rule over each ad.

✅ Great headline

✅ Engaging & informative copy

✅ Call To Action

It’s not 💥💥💥🚀

 

First published on Linked-in.

Contact me if my ‘Do The Simple Things Well’ philosophy resonates.

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MARKETING: Social Plus Selling Equals Success

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Social selling is the practice of using social media platforms to build relationships, engage with prospects, and generate leads. It focuses on nurturing trust and credibility rather than direct selling, often leveraging platforms like LinkedIn, Facebook, and Instagram.

Increase your brand visibility. Social selling helps expand brand reach when you encourage and enable employees to share content and optimise their socal media profiles.

Generate high quality leads. By leveraging social media profilesbusinesses can easily identify and connect with potential customers who are most likely to be interested in their products.

Shorten the sales cycle. Social selling allows for faster and more efficient communication with prospects expediting relationship building and sales conversions.

Create deeper connections. Sales departments can build more authentic, personal relationships by researching and engaging with potential cliens showing genuine interest.

Boosts sales performance! Social selling is proven to be effectve with 51% being more likely to exceed sales targets and 78% exceeding the results of peers not using social selling. Basically, it works.

Here are some successful social selling case studies with high ROI – would these strategies improve the performance of your business’ marketing KPI and profit?

1. InContact By training half its sales team in social selling using LinkedIn and Eloqua, InContact achieved a 157% revenue increase within a year. The trained team also built a 160% larger sales pipeline compared to untrained colleagues.
2. IBM IBM implemented social selling through LinkedIn and Twitter, supported by a content calendar. This strategy resulted in a 4x year-on-year sales increase, showcasing the power of targeted social engagement.
3. Old Spice Old Spice’s personalised video campaign led to a 107% sales increase in three months, making it the top men’s body wash brand. The campaign demonstrated how creative social strategies can drive significant ROI.
4. AT&T By focusing on rebuilding relationships via social media, AT&T secured $47 million in new business within 18 months, directly attributed to their social selling efforts.
5. Homefield (Ecommerce) Homefield leveraged Twitter/X to promote vintage sports apparel, achieving the highest ROI among its social platforms by driving direct purchases through organic posts.

Have you employed Social Selling with your business? Was it successful?If you are interested in developing State Of The Art Digital Marketing for your business please contact me.

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Steve Coulter is a four decade sales and marketing expert. From cold canvassing prospects to add to a Car Sales database in 1990 to e-commerce success via WordPress and Woo Commerce websites more recently. Please contact me for State Of The Art Digital Marketing ideas.

ADVERTISING: Old School Ogilvy For Today

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David Ogilvy, often called ‘The Father of Advertising’ revolutionised the industry with his iconic campaigns. A great observer of detail, his constantly finessed drafts and final adverts combined meticulous research, storytelling and creativity to captivate and resonate with audiences.Here are some of his greatest works and iconic campaigns and how his style can still inspire contemporary advertising. As an enthusiast of old school copy ads from the Fifties and Sixties they are published here complete:
Rolls Royce (“At 60 Miles an Hour”) Known for its now legendary powerful headline, “At 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock” it highlighted product specifics and luxury.
Dove (“One Quarter Moisturising Cream”) Ogilvy repositioned Dove which was struggling for recognition and market share as a “beauty bar,” not just soap, elevating its status and creating a long lasting brand identity.
Guinness (“The Guinness Guide to Oysters”) This series of educational ads paired Guinness with food, blending information with elegance to enhance its sophistication.
Schweppes (“Commander Whitehead”) Featuring the company’s president, this ad exuded authenticity and sophistication, tying the brand to exclusivity.Hathaway Shirt (“The Man in the Hathaway Shirt”). Featuring a man with an eye patch, this ad used “story appeal” to intrigue viewers. The mysterious element drew attention, making the brand memorable.

So here’s the meat in the sandwich as a friend says.

Contemporary Applications of Ogilvy’s Style :

Storytelling with Visual Hooks: Modern brands can emulate Ogilvy’s “story appeal” by using intriguing visuals or unexpected elements in social media campaigns.

Data Driven Headlines & Content: Like Ogilvy’s Rolls Royce ad, brands should craft specific, benefit driven headlines for digital ads to boost engagement.

Authenticity in Branding: Using real people (e.g., founders) in campaigns resonates today, especially on platforms like Tik Tok and Instagram.

Personal Brand: The ‘Commander Whitehead’ as pictured in the Schweppes adverts is an obvious spin-off personal branding opportunity today.

Educational Content Marketing: Ogilvy’s Guinness and Dove campaigns show the power of educating consumers about product benefits aka solving a problem too. A strategy effective in blogs and video content.

In summary, David Ogilvy’s timeless principles truthful storytelling, captivating visuals, and product focused messaging remain essential for modern marketers.

Who are your advertising and copywriting heroes?

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Specialising in effective website and digital marketing content, Steve Coulter is a U.K. based copywriter and content professional with a lifetime interest in advertising and marketing.

MARKETING: Dragon’s Den 101

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I was watching Dragon’s Den (Shark Tank in US) and a lady pitching her business proposal had already failed to answer what her projected profit was going to be this year – although she did recall Year One and Two numbers. Another Dragon asked what her Customer Acquisition Cost (CAC) was and she didn’t know what that meant or the value. So, if any reader is thinking about visiting the ‘Den, know your turnover, gross and net profits and here’s a list of useful sales and marketing Key Performance Indicators (KPI) to understand with a brief explanation:

  1. Return on Investment (ROI): Measures the profitability of marketing efforts by comparing revenue generated to the cost of marketing activities.
  2. Customer Acquisition Cost (CAC): Calculates the total cost of acquiring a new customer, including marketing and sales expenses.
  3. Customer Lifetime Value (CLV): Estimates the total revenue expected from a customer over their entire relationship with the business.
  4. Conversion Rate: The percentage of visitors who take a desired action, such as making a purchase or filling out a form.
  5. Sales Growth: Measures the increase in revenue over a specific period, indicating the effectiveness of marketing efforts in driving business growth.
  6. Organic Traffic: Tracks the number of visitors coming to your website through unpaid search results, reflecting the success of SEO strategies.
  7. Lead Generation: Measures the number of potential customers showing interest in your products or services.
  8. Social Media Engagement: Includes metrics like likes, shares, comments, and followers, indicating brand health and audience interaction.
  9. Email Marketing Performance: Tracks metrics such as open rates, click-through rates, and conversion rates for email campaigns.
  10. Brand Awareness: Measures how recognisable your brand is to consumers, often through metrics like brand mentions and website traffic.
These ten simple to calculate KPIs provide a comprehensive view of marketing performance, from financial impact to customer behaviour and brand perception.
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Please contact me about any aspect of improving your business sales, online and offline marketing and growth aspirations.

DIGITAL MARKETING: The New Kid On The Block.

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I’m going to introduce you to an innovation around Internet search you have possibly not heard about, but will undoubtedly dominate the conversation (excuse the pun) in the near future.

Every now and then there’s a paradigm shift that alters the way we behave and that moves from something niche, to serious mainstream. Have you ever read Malcolm Gladwell’s The Tipping Point? I recommend it to anyone interested in human behaviour and especially where everyday technology applies.

If you are relying upon your website and its performance in search and in 2025 that means Google, you need to understand there is a new kid on the block who is not going away.

That’s ‘Conversational Search’ or CCAI to give it the correct acronym. The usurper of SEO?

Have you noticed how you might have started to use conversational language in the search field? Example a search ‘Rolex For Sale Near Me’ becomes ‘What are the most popular new luxury watches that hold their value?’.

If people are searching the latter and you’ve optimised your site only to rank on Google or with less relevancy or authoritative information you won’t do so well in CCAI, that could have profound effects on your business. As the investment guru Warren Buffet says ‘If you have all your eggs in one basket, you better keep an eye on the basket’. I’d put money on the majority of business owners being myopic about their Google ranking with little interest in alternatives. Let’s be honest, people like me exist because many businesses are not even strong on Google!

So, is CCAI the future of online information retrieval? In January 2025, the landscape of online search is rapidly evolving. CCAI is gaining traction and challenging the traditional search paradigm nowadays dominated by Google. But could it replace the search giant and undermine our SEO tactics? I’m old enough to remember the Nineties where ranking, even inclusion on Yahoo was vital to search success. Anyone remember Alta Vista?

Advantages of Conversational AI Search

  1. Natural Interactions: Users can ask questions in their own words, making the search process more intuitive and user-friendly.
  2. Direct Answers: Instead of a list of links, CCAI provides concise, contextually relevant responses, saving time and effort. Great for research.
  3. Personalisation: AI can tailor responses based on user preferences and previous interactions, offering a more personalised experience.

Challenges and Limitations

  1. Accuracy Concerns: While improving, we’re still at ‘Ford Model T’ stage, AI can still misinterpret queries or provide incomplete information.
  2. Data Recency: Traditional search engines often have more up-to-date information, crucial for current events and rapidly changing topics.
  3. Comprehensive Results: Google’s vast index and sophisticated algorithms still provide a broad range of sources and perspectives although have you noticed how dated many search results are nowadays?
  4. Self Referencing: A real issue with AI is self referencing, where results from AI are included in new website content, thus in time overemphasise importance.

My Verdict

While Conversational AI search is making significant strides, it’s unlikely to completely replace Google in the near future. Instead, we’re moving towards a complementary ecosystem where both technologies coexist, each serving different user needs and preferences. As professionals, it’s crucial to stay informed about these advancements and consider how they might impact our industries. We’ve become complacent with Google SEO fettling, the future of these new search alternatives is exciting, and it’s clear AI will have a role in reshaping it.

What are your thoughts on the future of search? Have you begun to use conversational language in your Internet searches? What will you do to create content that searches effectively in all models?

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As ever, please Like, Share, Save and Follow and please contact me if you would like to discuss improving your digital marketing and growth strategy.

ADVERT: DIGITAL MARKETING FROM £99 P/M

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Satisfy your New Year Resolution to kickstart your business growth in 2025!

JANUARY SPECIAL OFFER

Steve Coulter Creative Facebook Post 001 - 070125


Professional digital marketing services from just £99 per month. 

– Boost your presence online and on social media.
– Drive quality enquiries to your business.
– Start conversations with new prospects.
– Achieve measurable results to improve next time.

MIX & MATCH

Let’s work together, whether your website is lagging behind in search results, locally or against your competitors, or your social media channels lack direction, we can work out a bespoke plan for January and the future.

– SEO – (Search Engine Optimisation) Optimise your website to rank higher in local search.
– Google Search – Improve your local search results.
– Social Media – Create branded eye-catching posts with great content and hashtags.
– Audit your complete online presence and strategy.

Unlike other agencies whose similar offer is limited to an amount of social posts we will work together on a specific area of your digital marketing that requires improvement.

Reasonably priced upgrade, copywriting and scheduling offers available.

Don’t miss out, this offer ends 31st January. Contact me today and let’s work together.

MARKETING: Relevant Not Louder.

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A contemporary take on the David Ogilvie letter to his team.

There’s an important rule in marketing, “It’s not about being louder but more relevant.” This emphasises the importance of creating meaningful, targeted connections with your audience rather than relying on sheer volume or noise to gain attention. In today’s oversaturated media and social media landscape, consumers value content that speaks directly to their needs, preferences, and aspirations. Their short attention spans mean you also have to be to the point in the first sentence or two.

Relevance is achieved through personalised messaging, understanding customer pain points while delivering value at the right time and place. Instead of competing for attention by shouting louder, successful marketing focuses on resonating with the audience by being authentic, timely, and aligned with their expectations, ultimately fostering trust and loyalty.