Standing out in a Cluttered Content Market — Hope Horner // Lemonlight

Quotes

• “We are managing the business even though this is definitely slower. It’s really about adaptability and taking it week to week, figuring out how we can be smart in spending money right now from a marketing perspective, where to shift budget, adapting quickly as you learn new things.” -Hope“Let me talk about long-term and short-term strategy. This is a good time to really examine both. For the short term, it is looking at the content you’ve written, content to be distributed, and examine what doesn’t make sense for your audience anymore.” -Hope“So the first stage is evaluating your content assets where you have to look at what you have that can actually be repurposed and make sure you’re not publishing something that is going to showcase your brand in a tone-deaf way.” -Ben “From a tone-deaf perspective, it shouldn’t be overly sales-sy, whether it’s a pitch or just reaching out.” -Hope“We had a survey about a month ago, and one of the things that marketers are struggling with right now was how to continue trying to make money and keep your business afloat without offending people.” -Hope“What’s most important is that you’re standing out against the audience that you want to connect with. About two or three months ago, there was very little marketing advice when it came to how to keep your marketing department in the middle of the pandemic. The way that you stand out is by answering the question that people have.” -Hope“We crafted a simple, but a very direct survey, and we just asked them what are the biggest challenges that they are facing right now, what type of information they wish they knew more about, so mostly what information they are seeking and can’t find.” -Hope“We asked a lot of specific questions about video in general and we found out that people are putting their video plans on hold.” -Hope“So, even though a lot of people are holding out on their video plans, video is still the number one way that people wanted to receive information. That was interesting for us because that was where people were taking their marketing dollars away from.” -Hope“Yes, you can have a self-filmed video and what we believe is that the type of video that you should create directly relates to where you are publishing it. It comes down to a distribution strategy and how people are normally seeing it in the platform.” -Hope“As you think about the difference in video content, between texts, imagery, and graphic, you have to match that with the right medium and the fidelity matters as well.” -Ben “I think one of the key tips, when you’re thinking about syndication, is understanding the audience that is on the platform and the way that your platform works. You also need to think about making it the right format that is right for the channel.” -Hope“This is something that we still test every single day. We get a lot of traffic to our blog and we get a lot of eyeballs in our content but it doesn’t always turn into the next step in the funnel.” -Hope“Some of the things we have tried that we definitely seen work are exploring different calls to action. One of the interesting things we noticed is that when we used a softer call to action, they actually converted much higher than the ‘call us now’ or book your appointment now type of CTAs.” -Hope