Ask marketing keynote speakers and they’ll tell you: Online advertising and promotion is key to succeeding in today’s business world. But what’s the most effective way to connect with audiences and engage them online? As it turns out, there’s more to building and growing an audience, and attracting customers to your website, than you might suspect. As advertising and marketing keynote speakers, we often do research into changing business trends. Here’s a sneak peek at some of our latest findings.

Topic: How to Tell Your Business or Brand’s Story Online

Scenario: Business leaders are often great at building and managing a business – but they’re not always the most articulate communicators, or great at capturing the essence of what makes them unique in seconds for growingly attention-deprived audiences. They could use game-changing tips and tricks.

Insight: You need to distill your core value proposition into a brief, easy to understand pitch, and employ various messaging strategies and online vehicles that you can use to tell a story that grabs audiences’ attention and resonates more readily. For example: Sometimes the best advertisement for your brand is simply letting customers tell their own stories while showing how they use your products in the wild. Or finding ways to partner with charities and social causes to help raise awareness.

Topic: Using Online Sales, Specials, and Discounts to Build Your Business

Scenario: With retail operations increasingly shifting online (including to the world’s largest Internet sites like Amazon) and customers increasingly focused on getting the most value for the money, executives need to know (a) how to use promotions to drive their business and (b) how to effectively capitalize on partner programs – e.g. Amazon’s Prime Day – to drive added awareness and sales.

Insight: Certainly, as marketing keynote speakers often point out, you can run mobile and geolocation-based ads that offer specials, discounts, and deals to customers when they’re physically near your business or competitors. But it’s also important – on your storefront or others – to not discount all your goods (potentially undercutting value perceptions), but rather a handful of top-sellers to drive quick uptake and interest; offer attractive and quick-hit product pages that get your message across quickly; and tell your brand’s larger mission and story through them. Likewise, you want to concentrate specials and deals around certain key flight dates; build audience awareness before going live; and look for opportunities to piggyback on official retailer promotions, even if you’re not officially involved in them in a direct capacity. And you can use some promos as loss leaders to gather customer information and drive later sales as well.