Working with business owners/marketing departments for nearly a decade now, there's no denying that Calgary businesses move in a very safe way. MOST still operate and approach digital/video marketing as if it's the early 2000's. The mindset of allocating a marketing budget to create ad-like posts in a rising attention economy, just doesn't make sense anymore. It's a different strategy now, a different mindset and approach.
Here are 3 things to consider to excel in content/video/digital marketing:
Participating in Trends is a piece of the puzzle, not the whole thing.
There are too many instances where smaller companies are chasing vanity metrics thinking that getting more views is the ultimate objective. There needs to be an understanding that consumers are smarter and can see through the content as something you think you "have to do" versus your business truly being a part of that community. It's harder to BS your way through due to the reps that people have put into watching videos.
Stop faking the perception of 'high-end'
Let's be clear, high end doesn't necessarily mean luxury. If the selling point of your products or services within your industry is based on having the "best price" then disregard this point. If it's not, and you don't want to be the Dollarama of your industry with a brand to build, then consider this:
It doesn't make sense to market your products and services the same way as every other business. I've seen over and over again, marketing departments (mostly high ticket brands) who try to do what everyone else is doing, yet try to position their products or services as something of quality, high end or simply just different in some way, its contradicting and confusing for consumers. Once again, consumers are smarter now, they understand a well established brand/business versus one that is faking a healthy marketing budget.
Foundational Marketing still Applies
To make it simple, Zigging when everyone else is Zagging is still applicable in today's day and age. Things move fast, so if your business is just chasing trends with no strong foundation, your business will just end up being a part of the noise. Here's the mic drop: "giving value" is just a dumbed down way of saying "branding your business". So here's a challenge, create 80% of your value content with no CTA (call to action) and no reference to your business. Community building is not fluff, it's strategy. Assess your content creation approach because this will reveal whether or not you still hold some old-school beliefs when it comes to marketing your business online.
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