Quotes for Online Marketing – Why They’re So Important

A few months ago, I was asked to present at the Global Customer Engagement Summit in Las Vegas. For the uninitiated, this is a huge conference, which brings together senior executives from around the world. More than 3,000 attendees typically gather at the end of each day to network and celebrate the successes of the conference. If you’re in marketing or digital marketing, you’ll find it worth your while to attend.

One of the things that I focused on during my presentation was the power of quotes in marketing. In particular, I discussed how marketers can use real-life examples of famous people saying something along the lines of “marketing” to illustrate key points and generate more engagement.

Since my presentation, I’ve been asked to share my insights on quotes for multiple media channels. Let’s take a look, shall we?

Why Quotes Are Important For Marketing

The main reason why marketers love quotes is that they are often so easily relatable to the everyday person. If you are presenting on marketing trends to a room full of CFOs or marketing executives, it would be pretty easy to relate the stats about millennials and how they’re impacting buying behaviour to someone living in a different country, someone who hasn’t yet been through a recession, and someone whose last name isn’t Trump. However, if you’re talking about marketing in 2020, everyone can relate to the quote “marketing is storytelling”. It’s a timeless message that marketers from around the world have found success with.

When you look at the history of marketing, you’ll notice that it’s always been about connecting with people and relating complex ideas in a simple and straightforward manner. That is undoubtedly the case today, as well. In this way, quotes are incredibly useful because they allow marketers to appeal to a wide audience without losing relevance.

Additionally, people love to learn new things and be entertained while doing so. If you can combine the two, you’ve achieved the best possible outcome for your learners—and that is what every marketer strives for.

How To Utilise This in Your Marketing

So you’ve decided to integrate quotes into your marketing strategy for 2020. Exactly how should you do this?

The first step is to determine which of your marketing channels—digital, social, or traditional—will be the best venue for your quotes. Bear in mind that not all platforms will suit all types of messages. For example, a funny quote might work well in a social media campaign, but it might not translate as well in a TV commercial.

Once you’ve chosen your channel, the next step is to research the ideal length of time for your quote. Ideally, you want to find a quote that is around the same length as the content you’re aligned with. So if you have an informative blog post about marketing trends, you might want to look for a quote that is around the same length. If your commercial is 15 seconds long, don’t pick a quote that is longer than that. Remember: your goal is to make the viewer want to learn more about your product or service.

Once you’ve found your ideal quote, it’s time to do some research into the subject matter. Ideally, you want to find a quote that is both relevant and interesting. If you can’t find anything relevant, it might be a good idea to choose a quote that is simply entertaining—but only if it’s interesting and fits with your messaging.

Once you’ve found a relevant and interesting quote that you can use in your marketing, the last step is to test it out. Choose a couple of your most successful marketing campaigns from the past and see how well this quote works in your current context.

Integrating quotes into your marketing strategy is a great way to ensure that your messaging is consistent and easy to understand. Plus, you’ve created a short list of memorable quotes that you can re-purpose as necessary.