An Intro To Sticky Marketing

According to figures, brands expose the average person to hundreds of advertisements per day. Thus, there is no way they can realistically digest and recall them all. It’s too much information. 

That’s why brands are keen on sticky marketing. The idea here is to create such catchy ads that consumers can’t fail to remember them. 

But what are the elements of sticky marketing? How does it work? And how might it tie into your SEO strategy?

Meets Customers’ Needs Directly

Companies don’t realise it, but many of their ads simply tell customers about their brand. They don’t do much selling. And while that’s fine for awareness, it isn’t going to make the experience sticky. What customers really want is something that impresses on them how you’re going to solve their problems. 

Let’s say, for instance, that consumers are struggling to clean their patios and driveways, a common problem for homeowners. A pressure washing service could talk about how they could make their paved areas look brand new without having to replace them at great expense. Consumers want messages like that. They’re not so interested in the brand or products that make it possible. They want the results. 

Make It Simple

Here’s another golden rule of sticky marketing: make it totally concrete. Try to craft an elegant message that resonates with the target audience. Try to avoid going through endless lists of service features and benefits and just focus on one or two core ideas. Find something that customers want and play on that over and over again. 

For instance, suppose you are a car mechanic and your business fixes cars. Don’t focus on abstract stuff. Instead, talk about how you’ll pick up your customers’ cars from their homes and deliver them back once you finish. This way, they don’t have to expend any effort. 

Make It Emotional

All modern advertising should appeal to customers’ emotional side. That’s because they usually make purchase decisions based on how they feel, not the benefits that a product will bring to their lives. 

Marketers who specialize in sticky advertising know this. That’s why they’ll often produce humorous, unexpected or tear-jerker adverts, designed to get people going. 

Being unexpected is perhaps the most powerful tool in your arsenal because it is novel. Customers are used to brands in particular industries advertising in a particular way. But if you can break the mould, you’ll immediately stand out from the rest of the pack. 

Make All Your Channels Sticky

Yes, it’s critical for your adverts to be sticky. But if you want to make a real impact, then all your channels need to have some sort of stickiness about them, including your website. There’s no point spending lots of money on SEO if customers don’t convert once they reach your store. 

Making a website sticky usually requires creating content that users want to consume. The more evidence you can provide them that they should buy, the more likely they are to part with their cash. Once they sign up and you get their email address, you can send them marketing materials directly to their inbox. 

This is a contributed post.