Hey there, my fabulous listener, welcome to episode 190 of the Small Business Made Simple Podcast.
Thank you for lending me your ears today – I know you have lots of choices, so I sincerely appreciate me being one of them!
If you’re enjoying this podcast – I’d love to you take a screenshot and share it on your socials and tag me in it. How cool would that be!
Don’t forget you can get the show notes for this podcast at www.socialmediaandmarketing.com.au/190
Today we are talking about making your marketing “sticky”!
It’s hardly a new concept when it comes to marketing, but perhaps it’s a new idea, thought, angle, and tactic for you and your marketing.
So, what is sticky marketing?
Put most plainly, it’s marketing that your audience remembers after the moment has passed. After they have scrolled passed it after the ad has finished or the video is done – you get the idea, it’s “sticky” – it has STUCK with them.
We are exposed to hundreds of thousands of pieces of marketing every week or probably every day, so we want our marketing to be what they remember as they finish up their busy days/weeks.
A lot of sticky marketing comes down to two things:
- You know your ideal client back to front, front to back, and
- Good customer-centric, catchy or memorable copy.
You can’t have one without the other.
You can’t make your marketing stick if you don’t know how you are aiming at it or who your ideal client is – if it doesn’t relate to the watcher, listener, or reader, then it’s never going to be sticky.
Okay, well, not NEVER. Frank Walker – does that ring a bell for you? A piece of radio marketing that not only sticks with me, but I actually hate and turn off every time I hear it – so sometimes sticky is icky!
Why do you want it to be sticky?
Well, honestly, purely for keeping top of mind. They think x, and that’s what you do, so they buy from you, engage you, and contact you. It’s honesty that simple.
There’s a few features of sticky marketing that can help you create your own.
- Simple and Clear. The message is “simple”. If you want your message to be kept top of mind by your buyer, the overall message needs to be simple. Just to clarify, your marketing doesn’t have to be short or small – that’s different to the message, the actual message you want to get across, being simple and clear!
- Story Telling. Often marketing is sticky because it’s done in the form of a story. People relate to a story and therefore they remember the simple (remember!) message. If your message is all about facts and figures, the things most people don’t remember, then your marketing isn’t sticky. Sticky marketing can’t be boring either – clearly – so storytelling often eliminates that too!
- Make it relevant! Cut through the noise by knowing exactly what your client needs/wants, and your copy is to the point and excels at the “head nod test”.
- As well as storytelling helping and excelling at the “head nod test”, sticky marketing often evokes an emotional response. – like AHA! And the feeling that this is JUST what they needed to hear, see, buy, and have.
- Sticky marketing is written to the customer/client. It talks to them and they think it’s written for them, no one else, just them.
- Without the use of a good story, sometimes it’s a good metaphor and makes a piece of marketing sticky! The metaphor lingers with them. Just make sure that they not only remember the metaphor but who said it or put it in front of them! Metaphors are good, jargon is not! Stay away from industry jargon that you customer/client might not understand yet or ever!
- Sometimes sticky marketing is “unexpected”! Unexpected claims or usual angles help make something memorable.
- Lastly, sticky marketing has CALLS to ACTION – always! I have your attention, and I want you to do THIS next ……
Another angle of sticky marketing, especially when it comes to websites, is about attempting to create copy that entices visitors to your website to stay longer, and remain on the pages longer – again, “sticky”. Ways to Improve the “stickiness” on a website is to:
- look at improving the user experience. How quick things load, how easy it is to navigate, check out etc,
- showcase what makes your business unique, unforgettable, and sticky! Just not another place to shop!
- Encourage visitors to interact more – for example, download this, here’s a discount code, come join my exclusive Facebook group and so on and so on.
Making your marketing sticky not only helps improve brand awareness and sales, but also referrals. Your marketing has stuck with someone, and in a conversation, they say “yes, I saw this blah blah blah the other day, you should check them out, I’ll send you a link to the post I saw”.
Think of a piece of marketing you have seen today (or heard or watched). Can you? Has anything you’ve seen today stuck? Any sticky marketing happening?
Reels, and TikToks are taking sticky marketing to a whole new level. Instagram reels for example, how people use “music threads” and add their angle to it – is the principal of hoping that song will stick with you and so will the actions or events from the business owner that went with the song! Top of mind marketing – sticky marketing.
Examples of sticky marketing are often jingles. I bet you could name a few jingles that just keep sticking – even if they no longer apply to your life.
National Tiles with Frank walker
In my business, I want things like “make marketing a priority” to stick. Ready Fire Aim to stick and of course, Jenn Donovan as a business marketing coach to stick!
I guess a lot of how I would answer the “what do you want to be famous for” question.
So, that’s sticky marketing.
Is your marketing sticky? Is your website sticky? Are your socials sticky?
Let’s continue the chat in my Like Minded Business Owners Facebook group – you can join on Facebook if you haven’t already.
Oh and talking about my Like Minded Business Owners Facebook group – I have some amazing guests coming in there to do lives with me this year. I am super excited by this. From finance experts to PR and marketing experts (besides me) to Law experts – they are all coming on to give you their time and do some Q&As with the group.
Another amazing reason to come and join that community!
But, that’s it for another episode of the Small Business Made Simple Podcast.
See you next week on the podcast for episode 191.
But in the meantime, let’s hang out on social and get social on social – you’ll find me on Instagram, Facebook and my fav LinkedIn.
But whatever you do,
……..remember small business peeps, as my opening song says, there’s no point in dreaming small!