In Defense of Corniness

Every business wants to appear as professional as possible. It’s only natural! You’re asking a client base to trust you with their money, time, and sometimes even proprietary information. This calls for a display of traits worth trusting – reliability, discipline, et al. But there’s a downside to this approach… It’s not innately engaging.

It’s not difficult for a piece of content to have a backed style of engagement. This refers to a video, article, or similar piece where the core content of the video – narrative, footage, call-to-action – are all fully supported by what the connected business is offering. Consider as an example a 30-second video about a plumber; the quality of service specifically demonstrated in the video is an important precursor to a customer’s phone call, but the motivation for the viewer to choose to engage with said content is that they need a plumber, have a friend who needs one, or suspect they will need one soon. Someone who has no need for or interest in plumbing isn’t actively seeking out your videos, and should those people stumble upon them, the likelihood that they’ll remember you later is unfortunately low.

Human beings are capable of great feats of memory in general, but this isn’t consistent from person to person; some people will recall exact moments from years before with stunning clarity, while others will struggle to remember the glasses on top of their head.
What is consistent is that the information anybody will choose to retain – and for how long – is directly proportional to both how important said information is, as well as how much they enjoy it. Understanding this relationship is key to making sure your marketing efforts will be successful.

If you’re lost in a swarm of similar offerings, standing out is challenging. You can grab a few customers on random chance as long as the quality of your work is good, but getting picked as most people’s first choice takes more than a standard informative piece. Big Jim’s Plumbing, Ralphie’s Plumbing, Eddie’s Plumbing… They all do a good job, none of them would still be in business at all if they snaked toilets with an actual snake. What is it that really sets them apart?

When you’re off the clock, don’t have any pressing concerns and are looking for entertainment, what kind of content do you seek out? Do you go out of your way to watch informative advertisements? Even people who are in the mood for more informative content, like documentaries and how-to videos, wouldn’t generally look for one about plumbing – they’d pick a topic they find more interesting, like World War II, chocolatiers, machinists, etcetera. This is the key point to keep in mind – people are, from a marketing perspective, self-serving. When they’re in need of plumbing, they’ll look for a plumber and find Big Jim; but never before, and never after. They don’t care about Big Jim; they care about their own needs. So, how does Big Jim make sure that when people do need plumbing, they think of him?

Let’s face it – car sellers are a pain in the butt. Locals will be very familiar with such campaigns as “It’s a crime to pay more than a dime” from Fogg’s Automotive, or “Huuuuuge” from Fuccillo. But these campaigns succeed for two main reasons:

1. They stick in your mind. As annoying as they might be, the constant variations of the campaign constantly playing work their way in. So, as irritating as they might be, when you do find yourself in need of a car, your first thoughts will be pretty predictable.

2. The annoyance of the campaign does not harm the quality of their product – cars. You know they sell them, you know they’ll be reliable enough, you saw the prices they advertised, and no amount of “Huuuuuuge” will interfere with that.

While the first point seems like the more important one, the second one is actually the
bigger deal… But because of that, this specific strategy only works well for dealerships.
Few products and services are so protected against idiocy that you can deliberately irritate your target market and find success rather than derisive failure.

Some businesses take themselves so seriously that they never find a way to resonate with the larger market. Adding some light-heartedness to your marketing can really take the edge off and widen your appeal… But this is a very difficult thing to force. If you try out a new slogan but your gut tells you it’s a bad fit, it probably is. However, most businesses have natural charisma points that can be used effectively in marketing. If your head salesman is a cool guy that clients love to meet but your marketing videos are purely informative, you’re holding back a key strength of your business. If your team interplay is great, that could be worth highlighting.

Exactly how important this can be is tied closely with how exciting your business is. If you build custom hot rods or maintain a huge indoor trampoline park, your need for this kind of marketing will be pretty limited… But if you’re an accountant or a wealth management specialist, you may want to consider adding a little pep alongside your informative content.

1 Change to Make to Your Marketing in 2024

When I talk to business owners about their marketing efforts, they always tell me they can sell to “anyone” and “everyone”… But for most companies, it’s financially impossible to market to “anyone” and “everyone.”

B2B companies, hear this: the most important change to your marketing this year will be to Redefine and Refine your target market to create “The List.”

Here are the steps to redefining and refining, with some examples of how we’ve handled this ourselves here at Five Towers:

Our objective here is to narrow down these categories. For us, we started with a smaller geographic area; logistically, we can work with anyone anywhere, but the businesses we love to work with are located in Warren, Washington, and Saratoga Counties.
We also narrowed down our demographics, specifically with regard to industry types – we love to support blue collar businesses, manufacturers, and professional services (attorneys, CPA’s, financial services, etc). What we’ve found is that narrowing down our Geo and Demo also changed our Psychographics. Our target market does not want to worry about the hottest creative trends or staying up to date on best practices in a fast moving environment. In many cases, our Target Market has a Marketing Coordinator who needs the resources of a large team but does not have the budget for in-house employees.

…that fit this refined targeting data, and interview them to help refine Psychographic Data. This is also a great way to ask for a Google review or testimonial. You are looking to get their reason for loving the work you do and why they continue to work with you.
This will help with #1 above and also help you refine your messaging. If you do this for 5-7 clients, you will have some great data and can look for the overlap. If all of your clients say “it takes a ton of weight off their shoulders to be able to count on you and your team,” you should probably include similar messaging in your marketing efforts.

1 Change to Make to Your Marketing in 2024

Spark Your Social Media Engagement

Is your brand struggling to gain momentum on social media? 

You’re not alone! 

Social media has become more and more flooded over the past ten years, making it feel impossible to stand out from the crowd. Despite this challenge, it’s absolutely worth investing effort into growing your brand’s following. Here are 5 key strategies to help spark your social media engagement:

Let’s start with the basics: your profile. Does it align with your brand image? Focus on elements such as your Instagram bio, profile picture, and bio link. These aspects shape your brand identity and influence your account’s visibility. Choose a search-friendly username, opt for a clean logo as your profile picture, and carefully select where your bio link is driving people to promote meaningful traffic and conversions.

Boosting your Instagram followers involves active engagement with your audience! Respond to and share their posts to harness the power of user-generated content (UGC). Also, make sure you are responding promptly and supportively to comments and messages. This demonstrates care and increases the likelihood of your followers becoming customers. Personalize your interactions to emphasize the human side of your brand.

While buying followers may seem tempting for quick growth, it has significant drawbacks. Real people can share, like, comment, and actively engage with your Instagram posts. Moreover, genuine followers value the time you dedicate to interacting with them. Displaying this level of authenticity holds greater power and durability compared to resorting to purchasing likes and followers.

Crafting content that resonates with your audience is 100% more difficult with Instagram’s tricky algorithm. This means testing out content to see what your audience likes best is crucial! 

It can be helpful to take a look at your competitors. Avoid copying content outright, but use it as an opportunity to generate new ideas and gain insight on what people are engaging with.

Creating content that your followers actually benefit from directly correlates with your growth and their desire to stick around. Hint: popular accounts cultivate fans and communities, not just followers! Focus on creating content that your audience will get something from in return, whether it’s a laugh, a life-hack, or teaches them something new. 

Consider content like tutorials, humor based reels, posts focused on social causes, story-telling posts, and re-sharing UGC content like their positive comments and messages.

Growth on social media rarely happens overnight. It takes work and dedication to utilize it to build up a successful brand. Take advantage of these 5 tips to start making it happen!

Does managing social media seem daunting to you? At Five Towers Media, we can do the work for you! Schedule your free consultation today. 

Unveiling Your Brand Symphony: The Crucial Role of Finding Your Voice

In the bustling world of marketing and advertising, where competition is fierce and attention spans are fleeting, finding your voice is not just an option, it’s a necessity. Your brand’s voice is the unique melody that sets it apart from the cacophony of messages bombarding consumers daily. In this blog, we will explore the importance of discovering and honing that distinctive voice to create a harmonious connection with your audience.

Authenticity has become a rare and valuable commodity. Your brand’s voice is not just about the words you use but the sincerity behind them. Consumers today are savvy; they can discern between a genuine brand and one that’s merely putting on a facade. When your marketing and advertising reflect an authentic voice, it builds trust and credibility, fostering a deeper connection with your audience.

Imagine a crowded marketplace where every brand is vying for attention. To cut through the noise, you need a distinct voice that captures the essence of your brand. Whether it’s through humor, sincerity, or a touch of sophistication, a unique voice helps your brand stand out in the minds of consumers. It becomes a recognizable element that sets you apart, making it more likely for your audience to remember and choose your brand over others.

Humans are emotional beings, and emotions often drive purchasing decisions. Your brand’s voice can tap into these emotions, creating a connection that goes beyond mere transactions. By aligning your voice with the values and aspirations of your target audience, you create a bond that extends beyond product features. This emotional connection not only fosters customer loyalty but also transforms consumers into brand advocates who willingly share their positive experiences.

Consistency is key when it comes to brand communication. Your voice should be consistent across all channels, from social media and advertising to customer service interactions. This uniformity helps in building familiarity and trust. When consumers encounter a consistent voice, they are more likely to remember your brand and associate it with positive experiences, reinforcing your identity in their minds.

The business landscape is dynamic, and consumer preferences are ever-evolving. Your brand’s voice should be flexible enough to adapt to changing trends while maintaining its core identity. Being adaptable allows your brand to stay relevant and resonate with different demographics, ensuring that you don’t get left behind in an ever-shifting market.

In the symphony of marketing and advertising, your brand’s voice is the melody that lingers in the minds of consumers. It’s the key to creating a lasting impression, fostering authenticity, and building a connection that goes beyond transactions. So, embrace the journey of finding and refining your voice—it’s not just a marketing strategy; it’s the heart and soul of your brand.

Find your voice with Five Towers Media. Schedule your free consultation now!

The ABCs of ABM

Staying ahead of the curve is not just an advantage – it’s a necessity. In the ever-evolving landscape of digital marketing, Account-Based Marketing stands out as a strategic powerhouse. Its emphasis on personalization, efficiency, alignment, data-driven decision-making, increased ROI, and enhanced customer retention make it a must-have for businesses looking to thrive in the modern marketplace.

Unlike broad marketing that tries to reach many people, ABM focuses on tailoring messages for individual accounts. It’s like having personalized conversations with the people or businesses you really want to connect with. If you haven’t already embraced ABM, now is the time to make it an integral part of your marketing playbook and unlock the full potential of your business.

Personalization that Resonates:

ABM revolves around hyper-personalization. Instead of casting a wide net and hoping to catch leads, ABM targets specific high-value accounts. By tailoring your marketing efforts to the unique needs and pain points of these accounts, you’re not just reaching prospects – you’re connecting with them on a deeper level. This personalized approach fosters stronger relationships and increases the likelihood of conversion.

Efficient Resource Allocation:

In the world of marketing, resources are precious commodities. ABM allows you to allocate your resources strategically by focusing on accounts that matter most to your business. This means a more efficient use of time, budget, and manpower. Rather than spreading your efforts thin across a broad audience, you can direct them where they’re most likely to yield results.

Alignment of Sales and Marketing:

One of the perennial challenges in many organizations is the misalignment between sales and marketing teams. ABM bridges this gap by fostering collaboration and shared goals. When both teams are on the same page, the result is a seamless and coordinated approach to engaging target accounts. This alignment not only streamlines the sales process but also enhances the overall customer experience.

Data-Driven Decision Making:

ABM relies heavily on data and analytics. By leveraging insights into your target accounts, you can make informed decisions about your marketing strategy. This data-driven approach allows for continuous optimization, ensuring that your efforts are always aligned with the evolving needs and behaviors of your target audience.

Increased ROI and Revenue:

The ultimate goal of any marketing strategy is to drive revenue, and ABM excels in this aspect. By focusing on high-value accounts with a higher likelihood of conversion, ABM often results in a more significant return on investment (ROI). The precision targeting and personalized messaging lead to increased engagement and, ultimately, more closed deals.

Enhanced Customer Retention:

ABM doesn’t end when a lead becomes a customer. In fact, it’s just the beginning. The personalized approach that defines ABM continues throughout the customer lifecycle, fostering loyalty and encouraging repeat business. By consistently delivering value and understanding the evolving needs of your customers, you can build lasting relationships that go beyond the initial sale.

Spotting Important Accounts:

ABM starts by figuring out which accounts are most important for your business. This involves working closely with both marketing and sales teams to pick out the accounts that are the best fit. This is also known as your Target Market.

Getting to Know Each Account:

Once you’ve chosen your important accounts, it’s time to learn more about them. What are their needs, challenges, and goals? This information is key to creating messages and content that will speak directly to your client’s pain points.

Using Different Ways to Connect:

ABM uses a mix of methods to connect with chosen accounts. This might include personalized emails, social media messages, custom content, and even events designed just for those accounts. The idea is to make sure the experience is consistent and personal at every step.

Teamwork Between Sales and Marketing:

ABM is all about teamwork. Your sales and marketing teams work together closely to make sure everyone is on the same page. This teamwork ensures that marketing efforts line up with the sales strategy, making the approach more effective.

Learning and Adjusting as You Go:

ABM relies on data to make smart decisions. By regularly checking how well your campaigns are doing, you can make changes to make them even better. It’s like fine-tuning your strategy, based on what’s working and what isn’t.

As you dive into the world of Account-Based Marketing (ABM), think of Five Towers Media as your seasoned co-pilot. We’re not just another agency; we’re the GPS for your marketing journey. In the land of digital strategies, we’re the ones who know the shortcuts, the scenic routes, and how to dodge the occasional marketing pothole. ABM might sound like alphabet soup, but with us, it’s more like a secret code for unlocking success. So, why go solo in this marketing adventure when you can have Five Towers Media riding shotgun? Let us help you navigate. Success loves good company!

Website Must-Haves

In today’s digital age, having a website is not just a luxury. It is a necessity for businesses and organizations. We are at the point where just having a website isn’t enough – your website needs to attract and retain visitors. When establishing a strong online presence, there are key elements that can significantly impact your website’s effectiveness in turning prospects into clients. In this blog post, we’ll explore must-haves that will make your website user-friendly, engaging, and reflective of your brand.

Your homepage serves as the virtual doorstep to your business. It is the first impression that visitors will have of your website and your business, so it’s essential to make it count. It should be visually appealing, with a clean design and easy-to-read font. Most importantly, it must convey your brand’s message and purpose. Use eye-catching images, brief yet powerful text, and a clear call-to-action to encourage visitors to explore further.

The first stop on our website must-have tour is navigation. Imagine navigating a city without street signs – confusing, right? Similarly, a clear and intuitive navigation menu is crucial for your website. It’s like a roadmap, helping visitors easily find what they’re looking for. Label each menu item thoughtfully, and ensure the navigation bar is visible on every page.

In our world of various devices, your website needs to be optimized for mobile devices. This means that your site should be responsive, adapting to screens big and small. A responsive website ensures that whether someone is on a computer, tablet, or phone, your site is easily accessible, looks good, and works well. This is critical, given that more than half of all web traffic now comes from mobile devices.

In a world where time is precious, a fast-loading website is a game-changer. Most visitors are unlikely to wait more than a few seconds for a page to load, so your website should be optimized for speed. This includes optimizing images, reducing the number of plugins you use, and ensuring that your hosting provider is up to the task of handling your website’s traffic.

Your website’s content is the heart and soul of your website, and the backbone of your online presence. From a catchy homepage message to informative blog posts, ensure your content is compelling, clear, and well-written. Break up text with descriptive headings and subheadings, use visuals to illustrate your points, and make sure your content is easy to read and skim without sacrificing SEO value. While it is unlikely that visitors will read every word of your site, search engines like Google will.

If your website’s purpose is to attract new customers or clients, make sure visitors can easily get in touch with you. Include a prominent contact form on your website, your phone number, email address, and physical address. This builds trust and assures visitors that you are a legitimate and accessible business.

Finally, it’s essential to ensure that your website is optimized for search engines like Google. This means using relevant keywords throughout your content, optimizing your images, and ensuring that your website is easily crawlable by search engine bots. Investing in SEO ensures that your website is visible to potential customers who are actively searching for businesses like yours.

Incorporating these website must-haves is like laying a solid foundation for a successful online presence. Navigation, responsive design, a clear home page, fast loading times, engaging content, accessible contact information, and effective search engine optimization collectively create a website that not only attracts but retains visitors. So, whether you’re building a website from scratch or giving your current one a makeover, remember these essentials to truly enhance your online presence. If you have any questions, please reach out to the team at Five Towers Media.

Video: The Unsung Hero

Suppose you’re trying to convey a message to somebody. You could draft a text or email, sure, but the adage is true – “Some things are best told in person.” It’s easy enough to apply this rule to our more personal relationships, and most businesses already know the value of meeting their clients in person. What you may not have considered, is that this rule applies to engagement you aren’t even taking part in.

Let’s step back to the mid-2000s. The internet has been well-established, and as social media booms and reaches one of the biggest audiences ever, marketing suddenly becomes easy – post some content on Facebook, and fill your website with some buzzwords to make Google happy, and your business was on easy street… A little too easy. The web market was so simple then that pictures and text ruled the roost, and with television’s decline for advertising effectiveness, video became isolated to only those most passionate about it. After all, why pay some money to get a video shot when you can just throw some words into a post and reach the same audience for a fifth the cost?

One word: complacency.

When social media was new and thriving, engagement was high and consistent – everyone wanted to explore the market, and when it was suddenly easy to find a business near you that had what you needed (no more Yellow Pages!), it didn’t really matter how good of quality their content was, so long as it conveyed the message right, but that time has passed. Your customer base is now aware of how easy it is to find a business near them, and with social media full of injected ads from the big boys who paid Meta directly, few people want to engage with a company that only advertises its services. Google, too, has completely changed its algorithm – there are still words that make it happy, but you can no longer shoot to the top of search results just by posting some text and nothing more.

Here’s the skinny of it – your website isn’t fun. Your Facebook page isn’t fun. And thanks to faux-personable content from big businesses, people are resisting aggressive salesmanship more than ever before. What, then, can crack the seal – what can convey your company’s core message to gain you new customers, while being fun enough to break through the veil of resistance social media has ingrained into many people?

In the glorious future world of 2023, the internet has taken the reins when it comes to direct marketing, but it’s easy to recall a world just a few short decades ago. Let’s take a step back to 1989. How would a company market itself then? Some methods are universal – taking out print ads in newspapers, billboards, and more remains an option. Giving a phone call to each customer is a time-consuming process, but one that still holds a lot of value if you put in the effort. But the king back then, bar none, was the airwaves; invisible video and audio signals constantly careening over our heads, beaming their way to radios and televisions. When the TV (cable or otherwise) was the eye candy of choice, a video spot on a locally available channel that got some good viewership was the most straightforward way to get customers aware of what your business had to offer. 30 seconds of commercial showing you, your business, your location and more could convey more information about you than that two inches of space on a diner placemat ever could.

In the age of the internet, this has changed… Kind of. Television still has its diehard fans, but with the way most modern hookups work, local channels aren’t available or even of interest to most people. The TV ad is now subject to a harsh compromise – get your ad on a local or other low-interest channel, and it won’t reach that many people, meaning the money you spent won’t go to much use at all. But get your ad on a major network, and you’ll find that, in addition to the significantly greater sum of money you just dropped, you’re also reaching people who would never patronize your business to begin with – with the way network affiliation works, the ad will be shown over a wide enough area that the majority of potential customers who even see it will be well outside of driving distance.

TV’s commercial marketplace has become mostly a hotbed of personality pieces for companies that are already well-established – you know who Geico is, everybody does, so they focus on making funnier commercials with the same thin message… When you’re as big as Geico, you don’t need to make people aware you exist; you just need to remind them. This works on the scale of business they operate at, but for a small business, the message can’t be that thin and still succeed. You need a video that directly showcases what makes your business great, and you need it to reach people.

Video is inherently fun.

Suddenly, those pictures of your company’s building have become a walkthrough tour. Suddenly, that mugshot of your employee in front of a wall has become an interview where their personality is able to shine through. Suddenly, that text post about your business that was too long for anyone to want to read has become a voiceover, which people pay attention to as the video on screen backs up what you’re saying! Video is still the greatest way to reach people and fill them in on what you have to offer.

Google and Meta sure seem to think so, too; having videos on your website and social media pages creates that diversity of content that the algorithm loves to see, boosting your SEO and getting you in front of that base you wanted to reach all along!

Video succeeds in cracking the veil in a way that no other marketing method does. Video has heart. You can make a great website with all the necessary information about your business, and this does help a lot in convincing your audience, but you need a hook, something to get people in the door and tell them outright why you may be the perfect solution for them. Video is that hook.

Video is personable without being in-person. It tells a story, and it doesn’t need to be attached to an official corporate blog or published and distributed in a book to do it.

The Power of Style Guides

In the dynamic world of business, creating a memorable and consistent brand identity is essential. Think about the golden arches of McDonald’s, the iconic apple of Apple Inc., or the swoosh of Nike. These symbols are instantly recognizable, and they all have one thing in common: a well-crafted style guide, also known as a brand manual.

So, what exactly is a style guide or brand manual, and why should companies have one? Let’s dive into the world of brand identity and discover the importance of this invaluable tool.

A style guide, often referred to as a brand manual or brand guidelines, is like a roadmap for your company’s visual and verbal identity. It’s a comprehensive document that outlines the rules and guidelines for using various elements of your brand, such as logos, colors, typography, and messaging. In essence, it’s a user manual for your brand identity.

You might wonder, why go through all the trouble of creating a style guide? Here are some compelling reasons:

In a world flooded with information, consistency helps your brand stand out. A style guide ensures that your logo, colors, fonts, and messaging remain uniform across all platforms, whether it’s your website, social media, print materials, or advertisements. Consistency fosters trust and recognition among your audience.

A well-crafted style guide exudes professionalism. It shows that your company pays attention to detail and is serious about its brand identity. This can leave a positive impression on customers and potential partners.

With a style guide in place, your marketing and design teams and any other vendors have clear guidelines to follow. This reduces guesswork, speeds up the design process, and ensures that all brand elements are used correctly. It’s a time-saver and can prevent costly mistakes.

As your company grows and evolves, so does your brand. A style guide allows for flexibility and adaptability while maintaining core brand values. This means you can seamlessly introduce new products, services, or campaigns without diluting your brand’s essence.

A consistent and visually appealing brand identity can foster loyalty among your customers. When they see your brand elements consistently and are impressed by your professionalism, they are more likely to stick around and become repeat customers.

Now that you understand the importance of a style guide, you might be wondering where to find a reliable partner to help create one. Look no further than Five Towers Media.

Five Towers Media is a creative powerhouse that creates stunning style guides and brand manuals. With our expertise, we can help your company achieve a brand identity that not only stands out but also speaks to your target audience.

Our team of skilled designers and content creators will work closely with you to understand your brand’s unique personality, values, and goals. We will then translate these insights into a comprehensive style guide that encompasses everything from logo usage and color palettes to tone of voice guidelines.

We will also ask you seemingly silly questions like, “if your logo could talk, what would it say?” Why? Because, our in depth process, and the answers we receive will guide us to the true heart and soul of your company’s image.

With Five Towers Media by your side, you can rest assured that your brand identity will be in good hands. Our attention to detail and commitment to excellence will ensure that your style guide is nothing short of exceptional.

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