10 Lessons Marketers Can Learn from Political Campaigns

10 Lessons Marketers Can Learn From Political Campaigns

I don’t know about you, but I’m getting pretty tired of seeing and hearing political ads. Whether you’re flipping through a newspaper, watching the morning news, listening to your favorite tunes, checking your mail or email, or even surfing the web, political ads are simply unavoidable. And that’s probably the point.

While traditional political advertising – print, television, radio, and “snail mail” – is far from “dead” from a marketing standpoint, it’s obvious that digital political ads are on the rise.

Case in point: I like to watch true crime shows on my phone – but the app that I use doesn’t have an ad-free option. So every ten minutes or so, I’m forced to not-so-patiently wade through two to three minutes of advertising before I can get back to my show. And what kind of marketing content is ID Go exposing me to? You guessed it: political ads.

In my downtime at home, I occasionally find myself playing games on my phone. One such game that I frequently play is called Flippy Knife. It’s a decently fun way to pass the time, but it’s simply riddled with advertising. Sure, I could pay $2.99 for the ad-free version, but I’m a bit of a cheapskate.

So, I endure the ads. And can you guess what kinds of ads Flippy Knife has been showing me lately? You got it: political ads! At least these are outside the norm, though.

One memorable ad I saw just yesterday simulates an ‘80s-era video game and depicts a highly pixelated version of a well-known political candidate stating his positions and urging me to vote for him this November 3rd.

As I said, it’s unavoidable.

Marketing Lessons from Political Campaigns

That being said, there’s a lot that marketers like myself can learn from these political campaigns, especially as they increasingly go digital.

Here are 10 takeaways that I’ve been able to…well, take away…from this frenzied election cycle:


Understand Your Target Audience

Marketing and political campaigns alike typically divide customers (or voters) into three major groups: their own pool, their competitor’s pool, and the undecided.


Own Pool

These are the faithful customers (voters) who are already familiar with your brand (candidate) and are most likely to repurchase (vote for you). These are the people your campaign must diligently focus on to establish loyalty.


Competitor’s Pool

These customers (voters) are loyal to your competition (political opponent). Hence, your strategies toward them must be centered on why your brand (candidate) is superior to the competitors. To effect any changes in their way of thinking, you must emphasize your strengths as a brand/candidate as well as your opponent’s weaknesses.



This pool of customers (voters) is still on the fence. Simply put, they’re looking for a reason to trust a particular brand (candidate) over another. Your aim, then, is to amplify your brand’s strengths and advantages in order to shift them in your favor.

Marketing Lessons from Political Campaigns


Conduct Systematic Targeting

Seldom will you see a political ad targeting a neutral, general-audience message. They almost always have a partisan lean, at least to some degree. That’s because the people running these campaigns know that it can be exceptionally difficult, if not impossible, to attract and win over the general public as a whole.

If political campaigns excel at anything, it’s this: they know who their supporters are. Campaigns expend a tremendous amount of time and resources to identify candidate supporters, how passionately they feel about the candidate, and how likely they are to actually go out and vote.

Campaign officials are well aware of which demographics their candidate appeals to the most. They are continually monitoring the opinions, trends, and political demands of their supporters, shifting the campaign’s focus as necessary to deliver solutions to their audience’s most pressing concerns.

This logic-based approach to audience targeting allows campaigns to spend money and time on potential or likely supporters rather than squandering those resources on individuals who will never be swayed to vote for their candidate.

Likewise, in order for marketers to reach their ideal base, they must first have to identify who these people are. This is where the concept of buyer personas comes in. Personas are fictional characterizations of your perfect customer. In crafting these, you’ll be able to identify which pain points your business is best equipped to meet and how to go about communicating your value to that specific type of persona.

Far too many marketers are concentrating their efforts on a group of people that will almost certainly never buy the product they’re selling. Whether actively or accidentally, they’re overlooking a multitude of prospective buyers who may even already be geared up to become customers.

Sometimes, it’s because they’re unaware that this customer base exists. Other times, they neglect to look beyond the customer base that they do know. They can’t even fathom a particular demographic buying their product.

In both marketing and political campaigns, it’s always best to direct your efforts toward leads that are the most likely to convert. Start with the low-hanging fruit. Go for the near-potentials. Skip the probably-nots.


Execute Strategic Planning

Here’s where political campaigns and digital marketing are exactly alike. Voters and consumers are continuously seeking candidates or brands that have a message or a mission to work towards.

In the same way that a political party takes the time to carefully craft its position on hot-button issues, so must marketers devote ample time and resources to planning what their brand stands for.


Create Data-Driven Content

In the political world, data is nothing new – after all, the first political opinion poll in the United States was conducted in 1824. However, the way this data is collected and analyzed today is certainly more advanced.

With the right data in hand, political campaigns can get answers to crucial questions, such as:

  • Is their message resonating with voters?
  • How many people support your candidate?
  • How many support their opponent?
  • Who are these people, and what do they care about?

Thanks to the growth of digital marketing, it’s now easier for marketers to measure, analyze, and review a whopping amount of data in real time. The key is effectively converting this information into content as innovatively as possible in order to send clear, captivating messages.

These data-driven messages are used to address present conditions and outline how your brand can aid in improving these conditions. This helps build trust with customers and increase brand awareness.

Unfortunately, many small- to medium-sized businesses (SMBs) don’t concern themselves with data – like, at all. They exhaust their meager marketing resources haphazardly and can’t actually identify what’s working and what isn’t. But today’s technology is cheaper and more accessible than ever. With user-friendly tools like Facebook Insights and Google Analytics in existence, you’re likely collecting valuable data – even if you’re not examining it. Since your competitors are already wielding this data to their advantage, you need to be as well.


Marketing Lessons from Political Campaigns

Tell Your Story

Speeches, campaign fliers, and other political marketing materials are teeming with stories – miniature narratives about a candidate’s hometown, their family and friendships, early-career adversities, and their “everyman” vision for the country. These stories help soften a candidate’s image, while still making them appear accomplished and trustworthy. They’re designed to resonate – and the best ones do just that.

Small- and medium-sized businesses often fail to remember that they can and should tell compelling stories. Sharing your story helps personalize the company – and today’s consumers are looking for that kind of personalization in the businesses they purchase from.

It’s important to recall that consumers don’t spend their money logically. Purchasing, not unlike voting, is an emotion-based action. People want to feel like they know where their money is going and in whom they’re investing.

Businesses that tell – and live out – engaging stories will attract and retain more customers and land more referrals. When establishing your brand and formulating your marketing strategies, make sure that you integrate a decent measure of storytelling into the process.

Marketing Lessons from Political Campaigns

Everyone’s a Marketer

It’s difficult for a small marketing department to keep pace with companies that have more personnel, more capital, and more expertise. What’s the solution? Make marketing everyone’s job.

Political campaigns have entire marketing departments dedicated to drafting messages, producing commercials, sending out mailers, and the like. But have a chat with any campaign staffer – from the lowly intern to the campaign manager – and they’ll rattle on indefinitely about why their candidate is the best.

If you’re doing your job, the team you’ve hired and the people you’ve surrounded yourself with are “true believers.” They understand that every dollar matters because they have a vested interest in the company’s success. These natural brand advocates are capable of recruiting their friends, posting about the business on social media, editing and writing blog posts, and so much more! Marketing doesn’t have to be in their job description – they just have to be given the go-ahead to do it.


Build a Community

Businesses make mention of referrals all the time – and it’s no surprise. After all, people are four times more likely to purchase something if it’s been referred to them by a friend or family member. With all the amazing technological advances in recent years, word of mouth is still one of the most indispensable tools in your marketing toolbox.

Political campaigns have always been very successful at this. Referrals, sharing on social media, and personal outreach are the things that help develop new relationships and bolster existing ones. Campaigns understand that their success or failure relies on building and maintaining relationships – with constituents, supporters, volunteers, and donors. The most effective campaigns leverage the personal networks of each and every member of their team.

Customers can be great assets when it comes to recruiting new customers, helping you find new markets for your products and services, and sharing your brand story. The way to make this happen is to create a strong community around your brand.


Invest in Social Media

Since the 2008 U.S. presidential election, social media has become an integral part of every major political campaign. Not only can candidates put themselves and their stances front-and-center where the majority of the population already spends a lot of their free time, but they can also engage with audiences through live video, boost fundraising efforts, recruit and manage volunteers, and ask/answer questions from potential supporters.

In the business world, it’s clear that if you don’t have some sort of presence on social media, you’ll be disregarded as old-fashioned and out of touch. Having a solid social media marketing strategy for your business can open the door to a much larger prospect pool than you may think. Social media platforms such as Facebook, LinkedIn, and Twitter keep your brand consistent and up-to-date on market trends.

Not only can you keep an eye on what your audience finds appealing, but you can also monitor what your competitors are up to. Be mindful of what you choose to share, though. As beneficial as social media can be, it can also go wrong pretty quickly. Careless typos and inaccurate info can put an unwelcome spotlight on your brand in front of the community and the world at large.


Engage with Your Audience

From local politicians canvassing constituents door-to-door to presidential contenders and their arena-sized rallies, political candidates are well aware that in order to gain the trust (and votes) of the populace, they need to connect and interact with them personally.

Similarly, your business’s marketing and sales teams should be acutely aware of how crucial it is to exercise personal engagement in an attempt to capture leads.

From consultative selling to SMS marketing, it’s essential to get up close and personal with your customers. The more you can make your business relationship feel like a partnership rather than a dispassionate exchange, the better.


Connect with Influencers

Influencer marketing has undoubtedly proven to significantly benefit both politics and digital marketing. Influencers bring authenticity and trustworthiness to a brand or candidate. This helps both with positive public relations and moving your influencer’s followers in your direction as well.

Marketing Lessons from Political Campaigns

Have a Contingency Plan

No matter how much you prepare and perfect a project, mistakes are bound to happen. Sometimes things fall through the cracks. Fortunately, it’s not always the mistake that your audience will remember. It’s how you handle it after the fact. Political campaign managers understand this well.

There are lots of moving parts in a campaign – not unlike there are in a business – and the key players understand that they need to have backup plans for their backup plans. Damage control is part and parcel of politics. The same can be said of marketing.

Not every marketing initiative is destined to be a success. You can fall flat in your messaging or have the project come apart at the seams before it even goes live. That’s why it’s always a good idea to have a Plan B in place.

Final Thoughts

It’s clear that – as annoying and repetitive as those ubiquitous ads may be – political campaigns have a lot to teach us about marketing.

As this election cycle winds down to its (undoubtedly) dramatic conclusion, organizations large and small would be wise to pay attention to the marketing strategies on display in the political realm. 

We may even be able to rip a page or two out of the  politicians’ playbooks that we can use for our own businesses!

If you need help developing a digital marketing strategy for your business, contact the friendly folks at HighClick Media! We’d be more than happy to help you #elevateyourbrand!

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6 Unconventional Strategies for Connecting with Customers

6 Unconventional Strategies for Connecting with Customers

If you’re like most businesses, you’re always on the lookout for new and effective methods to connect with your customers. Proven tactics, such as customizing messages to small sections of your audience and looking for new techniques to add value, are all well and good. 

But how do you engage with customers in such a way that causes them to respond positively toward your content? In this article, we’ll explore six unconventional strategies to better relate to your customers and keep them coming back time and time again.


What did you call me? ~ Mohawk Girls

Label Your Customers

If you ask anyone point-blank, they’ll probably say that they don’t like to be labeled or compartmentalized. But recent research paints a decidedly different picture. When voters were designated as “politically active,” their turnout was 15% higher than those not given a specific label.

From a marketing standpoint, when a business chooses to label a customer or group of customers as “elite” or “platinum,” it provides these individuals with feelings of superiority. This may prompt customers to view themselves as specifically catered to by your company.

Yes, we have definitely started something. ~ Gilmore Girls

Serve As Your Own Devil’s Advocate

Social psychologist Charlan Nemeth discovered that interjecting a devil’s advocate into a debate doesn’t typically compel a person to reassess their particular way of thinking. Rather, it has a tendency to toughen the resolve of the individual being questioned.

When your business puts forth a brand statement like – “Some might say that our Rocket Blaster is complex, but let’s face it…rocket scientists aren’t known for being simple!” – you’re encouraging your customers to go all out in supporting your brand and not disparaging it.

You definitely have to give and take. In anything. ~ TLC

Cultivate Reciprocity

It’s one of the more enigmatic of customer responses, but offering patrons a small, complimentary gift has been legitimately proven to boost response rates. As surprising as it might sound, even something as simple as a free soda can heighten a customer’s sense of commitment to your company.

You can experiment with a wide range of fringe benefits, from stunning your customer with an overnight delivery simply to dazzle them, or adding in a bonus “Thank You” gift as part of their shipment.

You're like a bad guy, right? SHAZAM!

Identify an Adversary (Or Even an Archenemy)

People are deeply connected to their social groups, even when the dissimilarities of “outsiders” are seemingly negligible or even irrelevant. Roasting a rival company or simply declaring “this is how our customers differ from our competitors’ customers” can be an effective method for fostering brand loyalty.

This technique isn’t necessarily about discrediting your competition. In fact, it’s much more productive when you employ it as a method to demonstrate your core values and how they set you apart from the rest.

Don't just stand there! Do something! Willy Wonka and the Chocolate Factory

Stand For Something

Taking a stand for something offers advantages far beyond eliciting a customer response. Allowing your customers to join you in a cause is an ideal way to form a lasting connection. In recent years, consumers swarmed to purchase Toms footwear not just because they were comfortable shoes, but also because the brand provided a convenient way for customers to embrace its overarching mission: to donate a pair of shoes to someone in need for every pair they sold.

If you haven’t already pinpointed a way to give back to the community, make sure to opt for something that dovetails with your brand. For example, if your business specializes in organic, homemade pet treats, consider how you might be able to support a local animal shelter by organizing a puppy food drive or spotlighting pets that need to be adopted.

Oops, I did it again! Britney Spears

Acknowledge Your Shortcomings

When something goes awry, you can transform it into an opportunity to engage with your customers. While you might be inclined to respond defensively or clarify why what transpired isn’t truly your fault, that’s not your wisest move.

Based on research from social psychologist Fiona Lee, customers will respond more sympathetically toward a business that assumes responsibility for a slip-up and outlines how they will rectify it. While it may be true that outside forces precipitated the problem in the first place, a company is more likely to be regarded by customers as capable of overcoming the issue when they are willing to take ownership of it.

I love making connections. David Rose, Schitt's Creek


Final Thoughts

Ultimately, the best way to connect with your customers is by communicating to them on a personal level about how your product or service adds value. The more individualized your messaging is, the better. 

By employing one or more of the tactics outlined above, you can expect dramatically improved response rates which can help further strengthen those connections.

Want to know more about how you can harness the power of digital marketing to make even better connections with your customers? Give the friendly folks at HighClick Media a call at 252.814.2150 today!

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Marketing to Millennials: Here’s What You Need to Know

Marketing To Millennials: Here’s What You Need To Know

Marketing professionals for small-to-medium-sized businesses should be aware that when creating messaging and content for the Millennial generation and younger, different rules apply. Marketing approaches that might have been effective in attracting the positive notice of older generations might miss the mark for Millennials – or even send the wrong message entirely. This means you may be failing to earn the interest and loyalty of the largest living generation, even if it’s not the generation that has the most buying power – yet.

Why Are Millennials Important as a Target Audience?

The short answer to this is that everyone is important. Good marketing is accessible marketing,  taking diverse needs into consideration and leaving no one out. Neglecting Millennials simply because they hold less wealth than Boomers or Gen X is problematic from several standpoints. However, from a purely pragmatic perspective, marketing that ignores Millennials is sabotaging itself.

This is partially because Millennials will come into greater buying power in the near future. It’s also because Millennials are more likely than other generations to be the primary consumers of marketing messaging since they are the most plugged in.

Here are some key considerations if you’re developing a marketing campaign with Millennials in mind:

1) Quality of Design Is Important

Older consumers may not notice if a website is poorly laid out or looks outdated. They may notice if a site is difficult to use, but they won’t necessarily be able to pinpoint why. Millennials, on the other hand – having grown up alongside a variety of developments in the digital world – are extremely savvy about what constitutes good design versus what looks cheap, tacky, or cheesy. If you’re not confident about your capacity to design for Millennials, consider enlisting the services of a professional website designer.

2) Craft Content That’s Social-Media-Worthy

Millennials and other younger consumers are probably going to come across your marketing on social media. So, you’ll want to craft content that works well across different platforms. Social-friendly content types to consider include videos (both video Stories and live streaming), testimonials, contests, and holiday-themed content. Also, make sure that your marketing content translates well to mobile devices.

3) Short-Form Content Is the Way to Go

Optimize your social media content to cater to the shorter attention spans of this generation. In many cases, Millennials simply don’t want to waste a lot of time trying to absorb marketing material, and they probably aren’t going to sit down and gaze at a lengthy video, either. Shorter snippets and brief stories are better than earnest but lengthy infomercials. Avoid using clickbait techniques in an attempt to lure Millennial consumers to go deeper into the content. These techniques are glaringly visible for what they are and are a major turn-off for this generation.

4) Make It About the Experience

Millennial consumers tend to value experiences over ownership. They’re more likely to splurge on an adventure or an excursion than on expensive material belongings. And, of course, they’re also likely to want to translate those experiences into Instagram shares. So, instead of focusing on what Millennial buyers might want to possess or purchase, emphasize how your products or services can enhance their life experiences.

5) Deliver Prompt Customer Service

Digital tools make it possible to communicate far more rapidly and effectively than we did even a decade ago, and Millennials are well-accustomed to using these tools. Consequently, they expect others to have mastered these so-called “instant gratification” tools as well. Delayed response times, particularly when it comes to customer requests or service, are likely to provoke a certain level of impatience.

6) Don’t Try to Fake Authenticity

This is a big one. A lot of the pitches that were popular in marketing campaigns directed at Gen X or Boomers come off, in the eyes of Millennials, as just that: sales pitches. This is a generation that has learned to distrust too much smoothness or fakeness and will view rehearsed sales scripts as smarmy rather than smart. In fact, Millennials are more likely than preceding generations to distrust the motives of the business itself. This is why it’s important that your marketing campaign is backed by real evidence with regard to company ethics and influence.

7) Appeal to Their Values

Millennials tend to take values and ethics seriously. Shopping, for them, is not just about satisfying individual needs or desires or getting the best deal. It’s also about making informed choices that can contribute to a better future. Unlike the “me generation,” these younger consumers are likely to think more about sustainability and the future and ask questions about the values and mission of a company.

8) Make Affordability a Selling Point

Here again, Millennials are probably going to look past the pitch and determine whether this product or service is actually a frugal choice. The generation that made thrift store shopping hip cares less about showcasing expensive brands and more about making their spending money go further. When Millennials do splurge, they’re often motivated less by the need to have what everyone else has, and more by the desire to have something unique that reflects their personal style and brand.

9) Where Millennial Audiences Hang Out

In order to reach Millennials on social media, you’ll want to make use of the major platforms such as Facebook, Twitter, and Instagram, as well as some of the newer ones like Snapchat and TikTok, where younger Millennials may be more active. Email marketing also is an effective way to reach your Millennial audience. Compared to Gen Z, Millennials tend to use a variety of platforms and don’t focus simply on those which are primarily video-oriented. Since you will need to diversify your digital marketing in order to capture broad Millennial interests, consider working with a local digital marketing agency like HighClick Media.

A good marketing strategist understands that while human nature remains relatively unchanged from one generation to the next, human trends, tastes, activities, and self-definition are very culturally relative. So, it’s important to understand the different tastes of diverse demographics, including Millennial consumers.

At HighClick Media, we’re ready, willing, and able to help with all of your digital marketing needs. Give us a call today at 252.814.2150 or drop us a line here.

About The Author:

Alyssa Strickland created millennial-parents.com for all the new parents on the block. She believes the old adage that it takes a village to raise a child, but also thinks it takes a village to raise a parent! Millennial-Parents is that village. Today’s parents can be more connected than ever, and Alyssa hopes her site will enrich those connections. On Millennial-Parents, she shares tips and advice she’s learned through experience and from other young parents in three key areas: Education, Relationships, and Community.

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What Do You REALLY Know About Your Customers?

What Do You REALLY Know About Your Customers?


If you want to be truly effective with your marketing, you have to understand your customer so well that you know the “conversation going on in their mind” that’s so personal they won’t utter it to anyone. How do you gain that level of intelligence from your customers? The answer isn’t a simple or easy one.

You can’t just survey people. All consumer polls, surveys, and research are deeply flawed for several reasons. The first is that many people don’t understand the questions asked because they’re barely paying attention and give abrupt, short answers. They also won’t get into the real emotional drivers upon which they base their decisions because that’s not how they consciously communicate.

One of the real ways women choose medical doctors for certain conditions is based on the age of the doctor. They don’t want to go to a younger male doctor because they feel intimidated, ashamed, and deeply embarrassed about their bodies. They want an older female doctor who’s closer to their age.

Most men won’t go to a young female doctor (or a really young male doc) for impotence for the same reasons. They want to go to a doctor who’s a peer in their age group.

But if you poll these patients to see why they chose the doctor they did, they’ll give more logical justifications, such as “they came referred” or “they had great reviews.” While that might be true and may have contributed to their decision, it’s not the exclusive reason they chose that doctor – and it’s not the MOST important factor.

Another problem with consumer research and surveys is that most people don’t consciously know they’re making these decisions. They feel pulled to buy, but they don’t analyze their choices.

Steve Jobs’ principle rings true here: it’s not your customer’s job to articulate what they want, that’s up to you to figure out. That’s where the big money is made – not chasing customers’ whims and surface requests, but knowing them so well that you already know what they’ll buy, what they want, what will get them excited – without them having to spell it out.

Here’s a somewhat crude example, but hear me out. Most people don’t want to ask for what they want when making love, because it kills the magic of the moment. No one wants to be barking instructions at a lover in the heat of passion, mapping out a play-by-play of what turns them on or telling their partner to stop doing what they’re doing.

The best lovers seem to anticipate what their partner wants. Women often get unfairly criticized for not directly telling their spouses what they want. Many women feel that if you’re so dense that you can’t figure out the most obvious things, you’re not paying attention (most of the time, that’s probably true). They also feel embarrassed to ask.

The same goes with your customers.

Some feel embarrassed to ask for what they want because they don’t want to appear to be a nitpicky complainer.

Others won’t articulate what they want because they feel the inadequacies of your service are so obvious that if you can’t see how dysfunctional it is, there’s no point in wasting their breath to tell you.

Others just don’t know what they want, but they’re experts on what they DON’T want.

Some are just too busy to think about it – that’s why they hired you. They want you to anticipate their needs.

So, the only way you can truly understand your customers is by first studying emotional intelligence, persuasion, and human behavior in order to gain a baseline understanding of human motivations.

Next, you have to spend time with your customers – listen to them, understand them, and go deep into the whys of what they do, how they run their business, how they make decisions, their hierarchy of value, and their unspoken desires.

That last one is the hardest, because you have to really pay attention and set aside your values, your thoughts, your beliefs, and be fully focused on them – no matter how irrational their decisions are. This takes practice and a willingness to master influence and persuasion.

While marketing professionals know that the ultimate benchmark of any idea, promotion, price point, product, or service is testing, they aren’t just blindly speculating. They’ve done the work to understand their clients on a deep level and can trust their guts to be right more than wrong. That’s a huge advantage in the marketplace, where most business owners are stuck on the “stuff” they sell and surface-level benefits.


f you’re a small business owner who’s struggling to connect with and truly understand your customers, the good news is that you don’t have to go it alone. HighClick Media is here to help! We’re a full-service digital marketing agency with collective decades of experience in helping small businesses just like yours succeed by optimizing your online presence.

Want to know more? Let’s start a conversation! Reach out to us today at 252.814.2150 or drop us a line here. Working together, we can help elevate your brand beyond your wildest dreams!

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How to Use Your Website As a Marketing Tool

How to Use Your Website As a Marketing Tool

How to Use Your Website As a Marketing Tool

At the center of your digital marketing efforts, your website has the potential to become a powerful sales machine capable of branching out to all other online marketing venues.

Learning how to use your website as a marketing tool is an important first step for any business owner who’s beginning to realize the importance and potential of search engine optimization (SEO). Here are some basic tips on where to begin:

How to Use Your Website As a Marketing Tool - Perpetuate Your Brand

Perpetuate Your Branding

Your branding must become synonymous with the industry you’re in. Whenever people see a meme, infographic, or video you’ve created, they should be able to instantly recognize this content as coming from your brand.

Creating a memorable brand logo has the potential to skyrocket your visibility and steer people directly to your business’s website. You might choose to use a DIY free logo creator tool for this purpose or enlist the services of a graphic designer if you’ve got the budget. Once you have your logo nailed down, you should be adding it to literally every piece of content you put out.

If your logo and branding are unique and cleverly designed, your target audience (the people actively consuming your content on Facebook, Instagram, YouTube, etc.) will flock to your website.

How to Use Your Website As a Marketing Tool - Compose a Long-Form FAQ Article

Compose a Long-Form FAQ Article

Given that 8% of all Google queries are questions from users, it’s time that you capitalized on this by answering all the questions pertinent to your industry.

A FAQ article is a type of blog consisting predominantly of questions and answers. Google takes notice of question-and-answer dialogues and is much more likely to rank content that appears to answer those questions best. As you continue answering questions, your site will quickly gain momentum by becoming a go-to knowledge hub for people who are already interested in the products and services you have to offer.

How to Use Your Website As a Marketing Tool - Create Pillar Posts for Your Blog

Create Pillar Posts for Your Blog

Pillar posts are more potent than normal blog posts because they’re designed to appeal to Google’s algorithms as well as people.

Here’s a step-by-step guide on how to create a pillar post that will boost your website’s ranking and add value to your audience.

  1. Come up with a great concept that engages your audience but is also relevant to your industry.
  2. Craft a title that’s list-oriented. The longer the list of potential “hacks” or “tips” you can provide, the better!
  3. Begin by writing about three of those concepts.
  4. Publish your blog post under a catchy title, such as “3 Failproof Ways to…” or “3 Neglected Methods for…” (Note: Make sure the body of your post lives up to the hype of its title, or you might be guilty of clickbait.)
  5. Add an image or video for each of the concepts.
  6. Add another tip each month, making sure that you also change the number in your title as you add those tips.
  7. Update the existing content in the blog as well wherever relevant.

This continual adding and updating will get Google’s attention – within 6 months, you can expect your ranking to improve significantly.

How to Use Your Website As a Marketing Tool - Sell Directly from Your Site

Sell Directly from Your Site

You don’t have to transform your website into a full-fledged ecommerce site to sell your products or services online. You already have the ability to present products and sell them directly from your existing website.

You can add products, along with prices, and offer delivery as much as you are able to. Before long, you’ll have a much more convenient way of selling your products in a world where people are prone to shop at home and have items brought to their front door.

How to Use Your Website As a Marketing Tool - Customer Reviews and Testimonials

Reviews and Testimonials

Become the type of business owner who thrives on good reviews – then show off those reviews by displaying them on the most prominent areas of your website.

Google uses a 5-star system to rate businesses. If your rating is higher than 4 stars, showcase it on your homepage to instill trust in future users who might be looking for your services. It’s a surefire way to develop credibility with your audience in a market where competition is so strong.

How to Use Your Website As a Marketing Tool - Conduct Interviews

Conduct Interviews

A great way to set yourself up as an industry leader and a trustworthy source for your products and services is by interviewing experts within your industry.

Conduct interviews and post them directly on your website, or post them on YouTube, then create a video feed on your site that allows users to watch your content without having to navigate away from your page.

Who would you interview? Here are a few ideas:

  • Suppliers
  • Affiliates
  • International Experts
  • Local Experts

Basically, anyone who might add interest and value to a topic related to your industry.

How to Use Your Website As a Marketing Tool - Develop Tutorials

Develop Tutorials

Educating your audience is one of the most powerful marketing tools you can utilize – and you can do this directly from your current website!

You can embed videos on your site or simply create a step-by-step written tutorial about how to solve a common problem your target audience might regularly deal with.

This solution-based content will attract visitors to your site, compel them to trust you, eventually buy from you, and ultimately refer you to others who have the same needs.

Final Thoughts

How to Use Your Website As a Marketing Tool

In an ever-changing digital landscape, your company’s website is the most important marketing tool in your arsenal. None of the various aspects of marketing – social media, content creation, email campaigns, paid search ads, SEO, print media, or other traditional methods – have the potential to create more leads or present a more professional image of your business than your website.

Not only does your website serve as a virtual salesperson and brand ambassador for your business, but you can also use it to genuinely connect with prospective customers.

In essence, your website is the nexus at which all your marketing efforts begin and end. Whether you’re sending a tweet, publishing a blog post, running a newspaper ad, or adding a link at the bottom of your business card – the ultimate goal of marketing is to drive traffic to your website.

The success (or failure) of your overall marketing strategy boils down to the design, prowess, and intuitiveness of the website it draws people towards. If you aren’t using your website as the marketing tool it is, then you’re missing out on a lot of potential business. If you’re not making a concentrated effort to be where your customers are, you can bet that your competition is going to reach them before you can.

By implementing the suggestions listed above and incorporating them into your marketing strategy, you’ll be well on your way to seeing positive results for your business.

If you need help developing a marketing strategy, if your branding is all over the place, or if your website is perhaps too old and dilapidated to do what you need it to do, give us a call at 252.814.2150 or drop us a line here!

We’ll be happy to sit down with you (in person, or virtually) and discuss possible changes we can make together to help your business succeed in the digital age. At HighClick Media, our primary mission is to elevate your brand, no matter what it takes. Let’s start a conversation today!


As a digital content expert, Anna Knowles likes to spread her knowledge and love for digital media. Her aim is to partner with small businesses and startups, helping them grow their enterprise with dynamite content.

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