How to Attract New Customers and Boost Sales

Why is traditional marketing failing? How do you beat your competition? What does it take to build a strong brand? In the quest to find answers to these and other vital questions, we met with Jamie Turner, a globally recognized digital marketing expert. This article uses the quotes from Mr. Turner’s interview with Logaster, as well as the insights from his blogs.  

Jamie Turner is a digital marketing expert, sought-after speaker, and internationally recognized author of the bestselling books “How to Make Money with Social Media” and “Go Mobile”. Acted as a marketing consultant for a number of big-name brands, including Coca-Cola, Verizon, Holiday Inn, and AT&T. Founder of 60 Second Marketer and CEO of SIXTY.

  1. Common problems faced by brands and how to solve them
  2. How to overcome competition
  3. Why traditional marketing is no longer effective
  4. How big-name brands use non-linear marketing

Common problems faced by brands and how to solve them

Lack of a good leader

However knowledgeable and professional, your employees won’t be able to succeed without a strong leader. According to Jamie Turner, leadership is a crucial skill for running a successful business. However, learning how to be a leader is not easy.

“It takes a lot of hard work on your skillset. To be sure that you’re good at leading others, you need to make sure that you’re good at leading yourself. Work on your mindset first, and your skillset second. When you change your thoughts, you change your actions. And when you change your actions, you change your outcomes. So change your thoughts first, and you’ll end up being a great leader.”  

Incoherence between goals and tools

Imagine that you’ve launched a marketing campaign to drive customers to your online store and increase your sales. Your website got an inflow of new visitors. Unfortunately though, there is a problem: prospects tend to leave your site without purchasing anything. How do you tackle this conversion problem? 

You need to scrutinize your marketing campaign to find out what the trouble is. Have you defined your goals correctly? Are you targeting the right customer segment? Are you using the right communication style to interact with your audience? Once you’ve identified the mistake, you can focus your efforts on correcting it. 

Poor branding 

When interacting with a brand, people are guided by emotions. It’s not uncommon that customers engage in impulsive buying. Only after making a spontaneous purchase, they try to find a rational explanation for their behavior.  

Jamie Turner defines a brand as a combination of spoken and unspoken messages a customer receives about your products and/or service. In other words, your brand is the essence of your business expressed through your logo, advertising campaigns, corporate colors, fonts, tone of voice, and other touch points with your target audience. 

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Communication errors

Honesty and openness are the two things that people value most in brands. Choose the tone of voice that your target audience accepts and understands. Don’t fall into temptation to lie to your customers or hide the truth from them.

“I was in at Coca-Cola many years ago,” Mr. Turner says. “Coca-Cola was hiring drivers for their trucks to drive around and deliver Coca-Coca. And they were doing ad campaigns that said “Come and work at Coca-Cola, it’s a great job, you’ll love it, you’ll be one of our drivers, it’s a terrific thing”. But the problem was, the drivers would always quit after six to nine months. 

We realized the problem was that they were overpromoting what the job was really like. They said, “This is the best job you’ll ever see, it’s gonna be a fantastic job, come on in!” And people got into the job and realized that this was really hard work. So we flipped the positioning, and the branding, and the marketing message on its head and said: “Instead of saying “This is gonna be the best job ever”, we want you to say “This is gonna be a tough job but if you do it right, you’ll be able to say that you work for Coca-Cola.”

That transformed that campaign. That resulted in a lot of people coming in and sticking for a lot longer.”  

How to overcome competition

Jamie Turner strongly believes that staying one step ahead of your competition is the secret sauce of success. To achieve that, you need to embrace all things new.

“People get nervous about change. They stick with what they’ve got as opposed to jumping into the new thing. 

Take a look at what’s coming down the pike, take a look at whatever is coming out way in terms of new technologies or new platforms. Carve out 10% of your time to explore that new platform, and learn about it, and dive into that platform early. If you do that, then you’ll be a step ahead of your competition.”  

Here are two more tips on how to make the most out of your competition: 

  • Identify 3 to 5 of your competitors that have the target audience and business scale similar to yours. Study their branding to find out what it is that they’re doing better than you. Take note of the best techniques and tailor them to your business. (Avoid blindly copying their ideas, though.)    
  • Take a couple of top-tier corporations (such as Apple, Coca-Cola, Nike, Starbucks, etc.) and analyze their branding. Which of their methods and techniques do you find useful? Are there any ideas that you’d like to borrow for your own brand?

Why traditional marketing is no longer effective

Today’s consumers are being exposed to too many ads. To gain their loyalty, traditional marketing tools are no longer enough. This is where non-linear marketing comes in. It’s a brand new approach to communicating with your audience. 

Instead of distracting the customer from their everyday routine by showing them an appealing advertisement, brands now tend to become a part of that routine. They create interactive content, offer new engaging experiences, and tell stories through native ads.  

Linear vs Non-linear marketing

When using the traditional approach, marketers guide potential customers through every step of the sales funnel, from acquaintance with the brand to purchase. However, this approach is a thing of the past. Nowadays, the customer journey is not always linear. It may start in the middle of the sales funnel and go up or down from there. In other words, the customer’s decision-making process has become less predictable.

Reacting to this change in customer behavior, non-linear marketing employs a different way of engaging consumers. Brands aim to participate in the customer’s life, explore new communication channels, and forge a more organic bond with their audience.  

How to use non-linear marketing

As opposed to a set of tactics, non-linear marketing is rather a lifestyle that works equally well across big companies and smaller businesses. Instead of the familiar sales funnel, this new strategy aims to build a broader sales network.  

  • Be where your customers are. Study your customers’ behavior and think of a way to incorporate your brand into their lives. Your product or service can solve a certain problem that your customers have, make their life easier, entertain, etc. 
  • Personalized approach is everything. How well do you know your customers? What are their interests and passions? What communications style do they prefer? What social media are they using? Modern-day customers need care and support like never before. Find a way to show them that you can meet their physical and/or emotional needs.  
  • Combine the techniques of both linear and non-linear marketing. There is no such thing as an ideal mix here. Everything depends on your niche and target audience. For example, you can pair email marketing with interactive content on social media, or reinforce outdoor advertising with entertainment events offline.

How big-name brands use non-linear marketing

To get a better understanding of how non-linear marketing works, let’s see some of the top-tier brands that have excelled at employing non-linear marketing tricks.  

Airbnb

Since its early days, Airbnb has taken a course at avoiding conventional advertising campaigns. However, a full-on transition to non-linear marketing didn’t take place until the Covid-19 pandemic which caused the tourism industry to collapse.   

“What do our clients need right now?” Thas was the question that the company put in front of itself. In just three weeks, Airbnb reinvented its website and came up with a new product. The online marketplace started to help hosts make money, while nurturing travelers with new emotions that they were lacking during the pandemic.

Airbnb did a great job organizing spectacular online events. In addition to teaming up with renowned musicians and athletes, they went as far as consulting Cirque du Soleil to make their users’ digital experience as realistic as possible. 

Starbucks 

One of the mottos of the global coffee company sounds like this: “It’s Starbucks experience that you get, not Starbucks coffee.” Can you recognize the traces of non-linear marketing in this catchphrase? If the customer realizes that the brand is making their life better, they inevitably start to forge an emotional bond with the company.    

Despite the fact that Starbucks’ marketing budget is nowhere near those of other top-of-the-range businesses, the coffee brand knows a thing or two about building customer loyalty. The company focused on promoting their brand across social media. Here are some of the online promotion techniques which you can learn from Starbucks:

  • Contests and giveaways. Among other things, Starbucks tends to run contests among customers living in the same city or region. The winner gets to try a new product before it hits the market.
  • User content that advances the brand. The coffee giant encourages users to post photos with Starbucks cups and Starbucks-related hashtags.  

Red Bull

To work its way into its customers’ lives, the energy drinks producer came up with an impressive product line. To achieve that goal, Red Bull teamed up with a bunch of top businesses and influencers, including:   

  • football, hockey, and cyber sport teams;
  • travel company;
  • clothing brands;
  • music platforms;
  • TV channel, magazines, and online platforms;
  • and record label.

Red Bull managed to strengthen a bond with different segments of their target audience, making people emotionally attached to the brand.

Wrapping up

Building a strong brand and gaining a devout audience takes a good deal of flexibility and creativity. Don’t be afraid to let go of traditional marketing techniques. Come up with new promotion methods and find new ways to nurture a relationship with your customers. Let’s recap the key points outlined in this article:  

  • work on your leadership qualities;
  • identify your goals and determine the tools to help you achieve them;
  • create a unique and memorable brand identity that conveys the essence of your business;
  • study your competition and incorporate their best techniques into your own business;
  • use non-linear marketing to create a more personal bond with your audience;
  • be the first to explore new trends to stay ahead of your competitors.

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