Sunday, September 15, 2019

3 Marketing Strategies to Knock Your Customer Base Out of the Park

Erin Ollila
July 16, 2018

2 minute read

It’s one thing to wow your current customer base with sales and marketing efforts, but brands can also expand their audiences by using targeted marketing strategies geared toward the exact audience they’re looking to gain. Here are 3 marketing strategies to employ when looking to boost your presence and engage both current and potential customers.

Prioritize video campaigns

A recent study reports that 81% of respondents have been convinced to buy a product or device by watching a brand’s video. There are many opportunities for brands to impress their customer base with the use of video, such as behind-the-scenes glimpses of a product, showcasing employees at work, or satisfied customer testimonials.

Recently, LinkedIn launched an integrated marketing campaign with the goal of highlighting its customer base across several job functions and industries, including sales, non-profits, education, culinary arts, and even MMA fighters.

According to Adweek, one of the campaign participants, Eszylfie Taylor, said that the campaign provided “an opportunity to share my why, share the reasons behind what I do and the role I play in people’s lives on a grand scale.”

Take social media marketing to the next level

“Twitter is the modern CB radio for our industry,” says Neil Tolbert, Director of Marketing Communications at Mack Trucks in an article for The Social Shake Up. He continues, “For us, connecting and communicating across social provides a great platform for us to reach out and develop relationships with customers, dealers and prospects.” To promote the release of its first Anthem truck in 15 years, Mack utilized both video content and live streaming to grow its social audience 100% organically. In addition, the campaign generated approximately 1,700 qualified leads, with even more — almost ten thousand — opting in to some part of the marketing efforts.

Activate social listening tools

Another key way to elevate customers’ experiences and truly engage your customer base is by listening to what it is they want from your brand — and business utilize social listening tools to do just that. There’s a lot of insight to gain by tracking when an end user visits your website, and how they navigate it, but let’s not forget about valuable information gleaned by the monitoring of keywords and phrases or the more direct usage of hashtags and mentions.

Social listening allows brands the opportunity to not only improve customer experience by paying attention to what their customer base is mentioning or asking, but also the opportunity to take action and immediately respond.


Erin Ollila
Erin Ollila believes in the power of words and how a message can inform – and even transform – its intended audience. After a 12+ year career in human resources, she's jumped headfirst into digital strategy. Erin is a geek for SEO and all things social media. by Oracle is the destination for professionals who are building the next generation of customer experience. Here, you can find breaking news, in-depth analyses, expert insights, and useful tools that will empower you to think and work progressively.