Does your brand suffer from low T? Have you ever thought to yourself, “I’ve got a great offering, why aren’t people noticing?” Or perhaps you haven’t seen the growth you’ve expected. Let’s go over the three “T’s” of marketing and how to use them to bolster your brand.

#1 TESTING

A vital and tedious process you can’t afford to skip anymore. As brilliant as you are, you never know exactly what users are thinking as they interact with your content… unless you listen to what they have to say. And how do you listen to them, short of asking them directly? Testing! How does it work? Run two variations of the same thing to two sample audiences, and see which gets better results. Doing this will tell you what colors, what wording, what placement pops out most to your viewers. 

Testing is a great way to enhance UX, improving overall usability and eliminating shortcomings in your designs. It is important to not look at these shortcomings as failures, but opportunities for growth and learning. Testing can be done on apps, websites, social posts, ads, or emails. It should be done frequently, as preferences and expectations can quickly change with any growing audience.

As important as it is to test the look and feel of your assets, you should also test the audiences to which they are served. Certain demographics might respond better to certain messages, and you should take note of that. There is plenty of software out there built to record user responses, clickthrough rates, etc and group similar users into personas who you can target with particular content and ads. Testing creative assets and audiences is no small process and can take away from the time your team needs to define new campaigns and strategies entirely.

#2 TARGETING

Milk more money from your audience by offering a highly personalized experience. Individualized targeting is perhaps the best thing you can do to increase your customer lifetime value (CLV). Once a customer feels like they relate to a brand, their loyalty can last a lifetime. But how do you get them to feel like they relate? Targeting.

If I clearly like waffles, I’ve purchased waffles from your company, I’ve read articles on your blog about waffles, and I’ve spent a considerable amount of time using your site’s search bar looking for ‘waffle’ related content; assuming there are many others out there like me, all obsessed with waffles, you should categorize us into a ‘waffle’ group and send us more waffle related content. But how will you know if we are into waffles? By using analytics tools to track commonalities in views, clicks and purchases.

Further yet, you can find commonalities in the behavior of specific age groups, genders, and spenders beyond or beneath certain purchase thresholds. Once you find a commonality, integrate tools with your website or app that allow you to address that commonality. Showcase ads of slow-panning, syrupy waffles to the crowd that loves waffles. Change your website’s banner to react dynamically and change to a waffle banner everytime I, or my waffling friends, visit your website. 

The more you look for ways to hone in on your targeting, the more relatable your content will feel to the user. And if they feel like you know them personally and care about them, they will naturally want to return the favor and spend money on your brand. Yet, dynamic targeting can take a lot of time, and your team might not have the time or knowhow to figure out who to target. If that’s the case, don’t be ashamed. You’ve got business to do, campaigns to run, products and services to launch

#3 TRENDING

If you’re not trending, you’re not growing. Why don’t more people know about you? Why is nothing sticking? Maybe your brand even hired a “Viral Video” company, and you’re still not getting the traction you need. It’s important to note that “Viral Video” companies can click-farm even the lowest-quality films to get them millions of views. If you’ve got a good video, conversions, clicks, and pageviews should increase as well. But it takes so much more than a “viral video” to really trend.

SEO is another key to trending. Even if you did achieve some virality from a great video or posting, you won’t keep it going if nobody can find you on Google. You need to be sure you’re using the right keywords, backlinking to the right locations, and frequently making adjustments in order to stay on top of ever changing search parameters. And on top of everything, you want to be consistently releasing SEO rich content to stay viable. Not every team can keep up with the fast-paced demands of SEO and trending content. Let Vesil do the groundwork for you. Their team of SEO, content, and creative experts will deliver not only content that is viral, but content that trends and converts.

Conclusion

There is a lot to do when it comes to testing, targeting, and trending. But addressing the three Ts of marketing will help you grow your business and improve your cash flow. Many brands won’t live up to all of three of the Ts, and that’s okay. Perhaps pick just one T and do what you can to build it up.