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SUMMARY:
What language does your marketing speak? When I say ‘language,’ I don’t mean English, Spanish, or Hebrew. Does your marketing speak to what your company is focused on internally, or to what your customer understands and cares about externally? We bring you a quick example to help you stay focused on the customer’s language (with both words and visuals) in this article. Read on to see how an important shift helped elevate Talos Drones’ market presence and increase orders by 453%. |
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Talos Drones is a North American authorized DJI distributor. It sells agricultural drones to farmers.
“We identified key competitors, researched the search intent of potential customers, and discovered a crucial insight: drone marketing often emphasized technical specifications, making it inaccessible to the average farmer,” said Tom Desmond, CEO, UppercutSEO (Talos Drones’ agency).
The Talos Drones team’s initial strategy had relied on technical content that, while informative, alienated potential customers. These technical specifications and jargon-heavy ads failed to resonate with farmers seeking practical applications of drone technology.
For example, the below ad focuses on ‘RTK centimeter-level positioning’ and ‘CPU hashrate.’
Creative Sample #1: Previous static Instagram ad for promoting Drones
The landing pages focused on technical specifications, overwhelming visitors with jargon. For example, the below landing page has a close-up, detailed picture of a dual atomization sprayer.
Creative Sample #2: Previous landing page with a technical focus
The team realized the need for a revamped landing page to feature the agricultural use of drones in relatable scenarios, such as monitoring crop health, capturing high-resolution field images, or (as seen in the below example) spraying a field.
Creative Sample #3: The revamped landing page
In the new advertisements, the drones were presented in realistic scenarios. The team sought to not only make the technology approachable but also show its tangible benefits on an emotional level.
Creative Sample #4: New Instagram ads promoting agricultural drones
“We embraced a human-centric marketing strategy,” said Mehdi Shahbazi, CEO, Talos Drones.
The campaign generated $912,000 in revenue for Talos Drones, thanks to the following improvements:
"A shift from technical prowess to customer experience in our digital presence was a game-changer. It wasn't just about drones; it was about the stories our customers could tell with them," Shahbazi said.
Customer-First Marketing: Every click is a wish (podcast episode #85)
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