The Ultimate Summer Playlist for Marketers
The sultry days of summer are here and that means one thing: It’s time to compile an ultimate top-down summer playlist!
And no, I’m not talking about Justin Bieber or whoever the kids are listening to today. I mean some good down and dirty songs that speak to… marketers.
Oh, come on. If you’re a marketer, chances are you are still thinking markets and messages while you’re on your vacation at the beach, mountains, lake, or your staycation right at the homestead. You’re checking out the billboards, you’re making mental notes of what the millennials are doing; you’re admiring a catchy phrase or finding the new trends – after all, ideas can come in the unlikeliest of places.
So to keep those creative juices flowing and hopefully add a little inspiration to your travels, we present to you The Ultimate Summer Playlist for Marketers. Those of you of a certain age will recognize most of them; millennials, not so much. Either way, don’t leave home without them.
1. “Going Mobile” – The Who
According to eMarketer, some eight in 10 people in the US will use a mobile phone this year, and one in 10 US Internet users will go online exclusively through a mobile device. So paying attention to the mobile experience is becoming a priority for marketers. But this shouldn’t be a surprise; The Who predicted this in 1971. So what if they were talking about mobile homes – it’s just a short hop from mobile home to mobile phone, am I right?
2. “Keep the Customer Satisfied” – Simon & Garfunkel
As if you haven’t heard this phrase enough. Customer satisfaction is a marketer’s mission and customer service (insert link to Customer Service blog) is an art (although an awful lot of businesses seem to lack those skills (insert link to 7 Important Cust Service Skills blog post)). Consider this: 80% of businesses think they deliver superior customer service; only 8% of customers think businesses deliver superior customer service. Where do you stand?
3. “(I Can’t Get No) Satisfaction” – The Rolling Stones
“When I’m watchin’ my TV
And a man comes on and tells me
How white my shirts can be
But he can’t be a man ’cause he doesn’t smoke
The same cigarettes as me.”
4. “Opportunities (Let’s Make Lots of Money)” – Pet Shop Boys
I like the line in this song, “There’s a lot of opportunities/If there aren’t, you can make them.” The truth is, opportunity doesn’t usually knock; usually you have to go find it. That’s kind of what marketing is all about: creating opportunities for your clients so they can generate leads and grow their client base.
And make money.
5. “Just What I Needed” – The Cars
An estimated 48% of mobile internet users start their search for products on search engines. They contrast and compare until they find something that solves their problem or fits their need. That’s why businesses need to post useful information throughout the buyer’s cycle to help consumers make good decisions once they find just what they needed.
6. “I Still Haven’t Found What I’m Looking For” – U2
Okay, so this song is about spirituality, but it works for marketing, too. If people can’t find you, they can’t buy from you. Your business needs to optimize your website (link to I have a website. Now what?) in order to be found. That means considering SEO, posting a regular blog, and providing the best user experience possible. Did you know that a single second delay in your website loading time can result in a 7% loss in conversion, and 40% of web users will abandon a website if it takes longer than 3 seconds to load? Help them find you, find you quickly, and find whatever it is they’re looking for.
7. “Hooked on a Feeling” – Blue Swede
It was first recorded by B.J. Thomas, but it wasn’t a hit until the summer of 1970 when it was released by Blue Swede. Then it was a hit in 1990 and 2014, thanks to its use in Rerservoir Dogs and Guardians of the Galaxy, respectively. So it’s perfect for our Summer 2016 mix. But never mind that: Marketing is all about the way you make people feel. Add that to the fact that a 2014 Nielsen study revealed that 55% of consumers say they will pay extra for products and services from companies committed to a cause, so you can come to the conclusion that companies that do good make people feel good. So the moral of this story is, do good and you’ll most likely do well.
“The Story in Your Eyes” – The Moody Blues
Marketing today is all about storytelling. As a brand, you now need to entertain and engage audiences because selling is no longer all about you; it’s about your customers’ needs and how you can best meet them. Good storytelling allows you to show your brand’s personality, display your brand’s expertise, tap into people’s emotions, and provide enough entertainment and value to get people to come back for more. We’re not making this up: according to Forbes, 92% of consumers want brands to create ads that feel like stories. Want some awesome examples? Check out “5 Examples of Great Brand Storytelling,” by Linkdex.
9. “867-5309/Jenny” – Tommy Tutone
Two words: Ad extensions.
Ad extensions are part of Google AdWords and one example is the call extension. Simply put, it’s your phone number, which runs with your ad. And when it’s with your ad, it’s easier for searchers on mobile phones to directly call your business. That’s especially important if you’re a motel, service business, or any other business that relies on phone traffic. Call extensions can increase click through rates by 4% to 5%, according to Google, so adding your phone number can add customers.
If you grew up in the 80s, you’ve probably forgotten a lot, but chances are, you can still remember all seven digits in this song.
10. “Signed, Sealed, Delivered” – Stevie Wonder
Email may seem old school, but it’s still going strong. Some 77% of marketers still use email and according to Experian, for every $1 spent, the average return on email marketing is $44.25. In addition, email costs 33 percent less cost than other lead-generating mechanisms, and generate 50 percent more sales. So, is email marketing dead? Not by a long shot.
The key is to use email judiciously: Don’t inundate your prospects and know when to quit. You don’t want to be that fool that went and stayed too long.
11. “Can’t Buy Me Love” – The Beatles
Money can buy likes and followers, but that won’t buy you real brand love. A simple rule of thumb when it comes to buying likes and followers: Don’t. Build your base by providing good, solid, unique, useful content, engaging with people on social media, and posting regularly. Yes, it takes work and no, there are no shortcuts. You’re welcome.
12. “Happy” – Pharrell
Just because, when all else fails, this song still makes me happy. Period.