Ooze Studios Founder Shares The 3 Pillars of a Successful Marketing Campaign

Why is my marketing campaign failing? That’s the most common question that digital agency Ooze Studios gets asked by its prospective clients. The award-winning Melbourne-based digital pioneers have worked with businesses across a variety of industries for over 7 years. From his extensive work with ads and content, Ooze Studios’ founder Jesse Mullins has been able to extract the three pillars that form the foundations of a successful marketing campaign.

Trust

Without establishing trust between a buyer and seller, a successful transaction is simply impossible. After all, would you purchase a product, or take the advice of someone who you don’t trust (yet)? Jesse explains that a good marketing campaign makes use of two different modes for sparking trust among audiences which he describes as “Hi stranger trust me” and “Hi stranger don’t trust me, trust them”.

The first layer of building trust is geared toward establishing expertise and reputation. This, amongst others, involves communicating skills and knowledge clearly. The successful growth and content expert advises using all means of communication — whether it’s copywriting, (website) design, or other content — to make a deep and rich connection with your audience. Investigate and reveal who they truly are, what aspirations they have, what pains them and what their fears constitute of. In short, “know them and connect with them — that’s how you build trust in your business communications.” However, this type of communication will not convince everyone immediately!

“When you play the law of large numbers, it’s not going to work.” Aside from only stating your expertise yourself, list the external recognition of others. This external recognition can come in the form of awards, client testimonials, or articles featured in reputable media outlets. In short, not only ask your audience to trust you but simultaneously show that others trust your company already.

Value

To be able to ascertain value for your audience, it is necessary to know your audience through and through. Only by crafting this aforementioned deep connection with your audience can you know their needs, desires, and wishes. This framework of knowledge will, in turn, help you create true value for your clients.

Although companies generally establish their overall unique value propositions (UVP’s) in their digital marketing strategy, Jesse warns that they often neglect to create separate UVP for their “breadwinner” products or services — those two or three top performers that have the ability to generate a substantive income for your company.

Urgency

“Why should a customer take an action at that particular point in time?” Jesse asks us. The digital marketing strategist expounds on his question: “You can have incredibly high trust with the most amazing testimonials and articles in Forbes magazine while showing clear value but if you still don’t give the client a reason to act now, they simply are not going to act now.” In other words: make them an offer they can’t resist within a limited timeframe.

These three elements — trust, value, and urgency — form the core of all successful marketing campaigns no matter the industry or campaign format. ”Whether it is an acquisition piece, awareness campaign, or advocacy piece, these three core elements will guarantee success in every sort of digital marketing campaign.” As such, they form the backbone of Ooze Studios’ overall strategy. If you find yourself with a digital marketing campaign that’s performing less than expected Jesse advises you to critically ask yourself: Where is my campaign lacking in trust, value, or urgency?

Interested to read up on more of Jesse’s insights on digital marketing? Check out the Ooze Studios blog where the agency freely shares a vast amount of relevant knowledge!

This article does not necessarily reflect the opinions of the editors or management of EconoTimes