Everyday Marketing

7 Ways to Make Your Marketing More Personal

In the current market, there’s more to just advertising your product or service and waiting for people to buy. Through your brand, there should be a differentiating factor that puts you above the rest and lets others know they can trust your brand. When you make your marketing more personable, it’s easy to achieve these goals. Your customers turn to you, listen to what you have to say, believe in your story and are more likely to come back for your product or service. There are many ways you can make your brand more exclusive and customer-oriented. Read to find our digital marketing agency tips for making your brand more personal.

1. Define Your Audience

Before you begin any of your marketing efforts, you need to know who you are going to be connecting with. Catering to just a general audience won’t get you too far. For example, marketing for teenagers is very different from marketing for executives, moms, or any other demographic for that matter. Can you see how differences in demographics help you define how you approach your marketing strategy? Knowing your target group gives you a roadmap towards how you want to develop your branding and reach your customers. This is where crafting your brand’s ‘voice’ comes in.

2. Establish a Voice

Now that you know who you will be communicating with, you will want to shape who you are through a solid tone of voice. Your voice communicates your product or service, your values and your story. Are are you a corporate brand? Go for a formal tone. Are you promoting a lifestyle brand? Keep it fun yet elegant. There is a whole spectrum of where your brand’s tone of voice lays. When your audience can connect with who you are and what you have to say, it’s immediately easier to establish that relationship between brand and customer.

3. Communicate the Value of Your Product or Service

In the ever-changing landscape of advertising, inbound marketing takes lead. Through  inbound marketing, your customers come to you. In this case showcasing the value of your product means everything. Why should people choose your brand over others? What makes it special? What gets people ready to buy?

There are so many channels to communicate the message of your product. Use content marketing to create e-books, articles or blogs to give an in-depth look at the background and value of your product or service. Online reviews through social media give people cues that your product and business are worthy. Presenting the value of your product or service is a completely harmless marketing move: you make it known, and from there people can decide if they want to make a purchase or not.

4. Keep Your Branding Consistent

Branding is more than meets the eye. Solid branding creates an association and connection between you and your customers, whether they realize it or not. When you establish a message that conveys your business ideas and values, you’ll want to stick with it through time. If your branding scheme and message are constantly changing, it’s hard for you to establish who you are and what you stand for as a business, product or service.

5. Stay Engaged, Respond Quickly

Staying involved with your customers means creating a personal connection and showing you care about their opinions, concerns and insights. Social media is a great platform for this, since it creates a clear line of communication between a business and it’s followers. It’s an outlet that allows potential and current customers to ask and receive.

The next step is to ensure that you respond to your customers, and on a timely manner. There’s no bigger turn off than being ignored by a company after having a bad experience with a product or service. Better yet, staying involved shows you care about your customers beyond making sales. A business that cares will always stay in business.

6. Focus Less on You, More on Them

There needs to be a steady balance between expressing how great your brand is and how much value it can actually provide to the customer. Too much self-promotion can hurt your brand. Adjust your marketing strategy so that your content shows the benefits of your product or service, and why working with your brand is superior.

7. Focus on the Long-Term

Every business wants their customers coming back for more. Even if that’s not the case, your customers can create more business through word-of-mouth referrals. Establishing a long-term connection with a consumer is the perfect strategy for growth and sustainability. Through digital marketing, you can provide updates and stay in touch through creating a monthly newsletter, sending emails with special offers, or updating your current and past customers through social media. When you stay connected and provide communication for the long-term, you can watch your business grow at a steady and solid rate.

A personal approach to marketing never fails to win trust over customers. At Admail West, our staff includes experts on online management, branding, copywriting and graphic design. If you’re looking for a talented and dedicated marketing agency in Sacramento, call us today.

Everyday Content Writing Tools

Good content is a powerful marketing tool. But you might be asking, what is content marketing? It’s a blend of blog posts, extremely useful informational articles, social media posts and more. Not only can good marketing content reel in potential clients and customers, it can also strengthen your brand’s identity. That’s why it’s important to invest time, research, and focus when developing content for your marketing strategy. At Admail West, content marketing is an integral part of our services. Take a look at some of the helpful content writing tools we like to use.

1. HubSpot’s Blog Topic Generator

If you’re writing and producing multiple blog posts a week, chances are you’ll come across a creative block when brainstorming ideas. In these moments Hubspot’s Blog Topic Generator comes in handy. Type in your keywords, submit, and let Hubspot do the thinking for you.

2. Bitly

If you’re including links in your social media posts or blogs, it’s not always the best idea to include a long URL. When creating a strong and powerful piece of content, you want your writing to read smoothly, concisely, and consistently. A long and unsightly URL will impede on your content’s readability. Bitly allows you to shorten and customize your links, as well as track how many viewers have clicked your specific link. Here’s an example of an Admail West URL, shortened with Bitly: http://bit.ly/5_tips_marketing.

3. Google Trends

Want to know if your potential topic is popular? Hop on Google Trends to find out! This tool allows you to see if your topic is gaining or losing popularity, based on Google searches. You can also find in which location your topic is most popular, as well as other similar topics others are searching for. This is a great tool for doing research on a potential blog topic.

4. Google Docs

We love using Google Docs for essentially everything. The user-friendly nature of this app makes writing content and creating editorial calendars a breeze. It’s also great for collaborative efforts - you can share your marketing content documents with anyone online, access them easily from any location or device, and be sure that your changes will be saved automatically. If you need a great platform to write your content, Google Docs is your best best.

5. Adwords

Adwords is a great tool for driving leads and conversions for your business. But it’s also a great tool for finding SEO keywords for your content. Adwords provides you with statistics on how many people around the world have searched for a certain keyword, in any given period of time. With Adwords, you can most certainly learn about an audience’s interests, search patterns and more. If you’re looking for a reliable way to find the most relevant SEO keywords for your content, Adwords is key.

Content writing doesn’t have to be a complicated endeavor. If you want to take full advantage of what a marketing content strategy can offer your business, contact Admail West Sacramento today.

Everyday Marketing

When it comes to memorable marketing, capturing the right voice with your brand can make or break a new campaign. One company that frequently demonstrates success in this area is Caltrans. With their initial campaign, which first used the tagline “Slow for the cone zone,” Caltrans uses both easy to remember wordplay and strategic branding to capture the attention of drivers.  The most recent campaign (Pictured Above) uses a combination of emotional imagery and graphic design to promote safe working conditions for highway construction workers.  In this blog, we’ll break down the ways that Caltrans’ everyday marketing is not only eye catching but effective.

Everyday Marketing Decoded

Graphic Design

When you’re driving down Capital City Freeway, it’s not the message that first captures your attention. The effective marketing is the bright orange message underneath the faces of adorable children wearing worker’s caps. The image in itself is both out of the ordinary and understandable. The message rings strong and clear with eye popping design. The orange is both non-abrasive but bright while parried with a complimentary blue. Similarly, the childlike handwriting adds an emotional undertone to the billboard. When combined, these elements provide an intriguing image that inspires drivers to read on and more importantly, follow the message. The graphics inspire drivers to pay a little more attention to the road.


Without something to draw consumers’ attention to your product or message, the story never gets told. However, once you get the eyes on your campaign, it’s important to tell a story to create effective marketing campaigns. In the billboard, the children are clearly explaining that their mother is working on the road. The message rings clear: drive cautiously, every construction worker is a mother, father, brother, son, daughter…etc. The emotionally charged story displayed with professional graphics makes the message stick in a passerby’s head.

Branding and Logo Placement

On the billboard, there are several different representations of effective marketing that help consumers attach a company to a message. First, the branding is placed in 3 separate locations. There are the 3 logos of associate companies on the right and then the logos of Caltrans placed strategically on the caps worn by the children. This makes it easy to recognize even as a passerby is driving fairly quickly. The simplicity and strategic placement are essential when it comes to short attention spans and an even shorter amount of time to make an impression.

Brand Validation

Another essential part of branding is that Caltrans validates their message with the Office of Transportation Safety and the California Highway Patrol logos. These easily recognized logos create a feeling of responsibility in people driving by because each carries a sense of authority. Effective marketing is made up of brands and companies with authority in their product. Without being a leader, a story is just a string of words rather than an impressionable message that encourages action.

Message Placement

There are two major factors that went into the placement of the billboard: audience awareness and audience location. The sign is placed right along a large majority of Sacramento professional’s commute. The audience is most likely made up of parents due to age demographic of commuters. This means the message is tailored to strike a chord with them as they head to work. It becomes effective marketing because there is a sense of community in the tagline—“Be alert, our mom’s at work.”  Viewers are leaving their children at home for their workday; they connect with the construction workers who do the same.


Right as these signs appeared in Sacramento, construction on Highway 50 began. Not only is the information being sold to a particular audience, it’s relevant. Many companies in need of marketing have specific audiences but furthermore, there is a right and a wrong time to reach that audience. Effective marketing is taking the open window to achieve your goals.

Where does Admail West Come In?

At Admail West, we create these types of campaigns. From branding and storytelling to audience targeting, our team takes an all encompassing approach to integrated marketing. Success in marketing means taking all faucets of a campaign into consideration and making informed decisions. For an effective marketing campaign that gets results, contact our expert team at Admail West.

Photo credit: California Department of Transportation