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In the fast-paced world of marketing, taking calculated risks can lead to substantial rewards. We've gathered insights from a Founder and a CEO, among other experts, to share their experiences. From switching to video content marketing to targeting long-tail keywords in blogs, here are six daring moves that propelled their strategies forward.
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Khurram MirFounder and Chief Marketing Officer · KualiteeAs Kualitee's founder and marketing chief, I once took a daring leap in our marketing strategy that paid off big-time. I switched our way of marketing content.
I saw that consumers were leaning toward video-based content. So, I went all in. I used a big chunk of our marketing budget to create excellent video content. This was a big change from our usual write-ups. Our videos were exciting and informative, and showcased our product's good stuff.
And it worked! The videos not only grabbed our target market's attention. They also boosted the visibility of our brand and the popularity of our product. The lively and eye-catching videos were a hit with our audience. They led to more interaction and customer conversions than our old content approach.
This showed me that you must be ready to take smart risks as the market changes. This flexibility helped make our marketing a success.
Taylor CaplanMarketing Manager · DuckpinI encountered a unique risk when presented with a collaboration opportunity with an influencer who did not align directly with the brand's established image. To address potential concerns about this partnership undermining trust with our existing audience, we implemented a strategic approach using white-listed ads and segmented marketing strategies. This allowed us to leverage the influencer's reach without directly associating their image with the brand in a way that could be perceived negatively.
The outcome exceeded expectations, resulting in not only a successful collaboration but also the capture of a new demographic. This unconventional approach led to a substantial increase in organic user-generated content and overall sales because of this new market, showcasing that the risk we took paid off in expanding the brand's reach and engagement for our client. In the end, this experience reinforced the idea that while our brand has a primary target market, exploring unexpected opportunities with unconventional partnerships can reveal hidden potential. It's a reminder that, beyond our established audience, there are untapped markets full of opportunities that can contribute to the brand's growth and success.
Samantha OdoReal Estate Sales Representative & Montreal Division Manager · PrecondoWe identified a few local influencers with a solid following and invited them to experience our latest pre-construction project firsthand. We gave them a sneak peek, let them explore the amenities, and encouraged them to share their honest opinions on their platforms. It was nerve-wracking because, well, you can't control what they say, right? But it turned out to be a fantastic move.
The influencers loved what they saw, and their posts generated a buzz that we couldn't have achieved through traditional advertising alone. People started reaching out, curious about the project, and it ultimately translated into increased interest and sales. It was a risk, but hey, sometimes you've got to step outside your comfort zone to make things happen.
Taskade shifted our entire branding and marketing from being just a modern real-time collaboration tool to an AI-powered productivity powerhouse. But it wasn't just a marketing shift; we revamped our product, technology stack, and aligned our team with this vision. It was a massive risk, but it paid off big time! In 2023, we saw exponential growth, proving that betting on innovation and aligning every aspect of our startup with it can lead to incredible success.
Robert BrillCEO · Brill MediaWe put substantial resources into creating B2B content on TikTok, and it paid off really well. It reignited relationships from the last 10-15 years, put us in a position to win multiple RFPs, and catalyzed the creation of more effective advertising campaigns. Our top social content is now run as advertising.
Additionally, our sales pitches became more effective; we felt more comfortable using content creation for SEO efforts. We've built the confidence to share our message across valuable podcasts, which in turn unlocks more growth opportunities.
The process of consistently creating B2B content is challenging. We don't want to look bad. The content has to have a sufficient level of quality. There are costs associated with production. There are opportunity costs for not focusing on other marketing channels. But the outcome has been far greater than the costs. We've also been able to lower production costs, which gives us learnings in AI.
Overall, our content creation efforts have really built a multi-disciplinary muscle that positions us for growth in 2024.
Erik AngeloneProfessor of Translation Studies · Kent State UniversityA risk that our marketing team took was writing blog posts for our website that targeted specific and long-tail keywords. By targeting these terms, we risked not having many users find our blogs because they were very specific. However, it significantly paid off because those who did search for them were incredibly relevant to what we offer and applied for our program right away.
While targeting general terms is likely to bring in a lot of traffic, targeting long-tail keywords is more of a risk but sends highly qualified traffic to your website that will most likely convert.
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