Focusing on your audience, DIY video tips, the benefits of Headless CMS and more In May’s MadAveGroup Digest, the benefits of scent marketing in retail spaces, focusing on your target audience, preventing caller hang-ups and how to shoot better video.
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Issue 27 / May 2023

You might think your marketing is at its best when it “speaks to you.”

Not so. 

Since you aren’t the target audience, how your marketing content makes you feel is irrelevant.

That can be hard to accept, but it's true. And that’s why it’s important to see your website, videos, commercials, print materials and other marketing efforts through your customers’ eyes.

You’re an insider at your company. You have an intimate knowledge of your products and services. So, even if you do fall into the same demographic as your audience, your bias toward your brand can easily cloud your judgement about your marketing.

Thinking like an outsider isn't easy. That’s one of the reasons partnering with a marketing agency can be so valuable.

If you’d still rather go it alone, don’t look for marketing inspiration in a mirror. Instead, point a close-up lens at your customers to see which of their pains you can address with your messaging.

Your opinion of yourself doesn't matter to prospective customers. All they want to know is "what can this company do for me?"

When you answer the people who are asking that question, then your marketing will be at its best.

Gwen Hagen

7 Tips: Better DIY Video for Your Brand

person recording on phone

Do you capture cell phone video for your company’s website or social media pages? Here are a few suggestions that can help your content look and sound better.


Focus on Your Target Audience

When it comes to the size of your target audience, bigger isn’t always better. In fact, going after too many people can cost you in a few ways.

woman speaking to crowd

A/B Testing for Google Ads

You might use A/B testing to find the best email subject lines, but you can apply it to keywords, ad copy and landing pages, too.

woman working on computer

Check Out Our New Show Reel

Ready for a quick video thrill ride? Take a look at our new reel. It features some of our favorite video and design work from the past year. One, two, three, let’s go!


Scent Branding in Retail Environments

Scent branding can make a nice impact on your retail business, from encouraging longer customer visits and more sales to creating a more memorable experience.

retail image

Prevent More Caller Hang-Ups

Your callers are too valuable to lose to long hold times. There’s one simple concept that can encourage them to stay on the line and still hold your brand in high regard.

man talking on the phone

Digital Marketing Metrics for Your Nonprofit

To succeed online, you need to know how your website and email program are performing. Here are a few of the key metrics you can monitor. 

woman working on tablet