Every industry that relies heavily on technology undergoes major changes from year to year. Marketing is one of those landscapes that changes so quickly that it is difficult to keep up with best practices. Here are 10 marketing tips to optimize your strategy this year based on current trends:
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Look for opportunities to diversify
Most marketing budgets today do not allow businesses to pursue every distribution channel at once. You should carefully choose the channels that are most likely to generate a strong return on your investment.
Look for opportunities to diversify your strategy by first researching your audience. Identify specific subchannels where you can reduce marketing distractions, such as on YouTube, social media groups, etc. Then, you can diversify your strategy, knowing the results will be worth the investment.
Embracing Paid Social
86% of businesses already use Facebook ads, and the platform’s ad revenue continues to grow. Meanwhile, paid advertising options have appeared on Instagram, Pinterest and elsewhere.
Social media platforms are changing their algorithms, making it clear to brands that paid promotion is a must if you want to gain visibility. If you want your social strategy to maintain or gain momentum, embracing paid social is a must.
Focus on your existing content
Most marketers today understand that they need to produce content to build a traffic base. They often focus on creating new content, ignoring the value of their existing assets. However, if you want to keep up with today’s competitive market, it’s important to use your current content to the fullest.
For example, you can:
Identify your most popular content and use these insights to inform future content you create.
Update old content with new data, visuals, or perspectives, and then republish it for greater reach.
Reuse old content as infographics, videos, slide decks, etc. You can also turn a series of blog posts into an e-book Guide or report.
Take advantage of tools like Constant Contact AI content creators to help you create email Newsletters.
Maintain Brand Support
People are looking for recommendations from their peers to make a purchase decision. Your own customers are a powerful resource to help you reach new audiences and drive conversions.
To make the most of your brand supporters, create a campaign to encourage them to spread your message. Get the attention of your brand supporters by using email marketing automation to schedule your campaign emails to save time and focus on creating incentives for them.
Some ways to incentivize your brand supporters are to create an online community or offer rewards for referrals. You can also create branded hashtags and encourage viewers to use them.
Audi once used a hashtag created by a fan on Twitter called #WantanR8. They surprised Twitter users by allowing him to drive the R8 for a day, then using the hashtag to promote the vehicle and offer more free rides to Twitter fans.
hashtag #wantanR8 in prestige import Tweet about the end of Audi’S r8gt series
For years after its debut, marketers and salespeople still refer #WantAnR8 on Twitter. (source)
Continuously Optimize The User Experience
Creating a message that speaks to your target audience is just the first step to success in online marketing. No matter how great your content is, it won’t drive conversions without a great Website User Experience (UX).
So make sure you keep testing and optimizing UX to drive marketing goals. This includes improving site speed and navigation, ensuring your content is easy to consume on mobile devices, and more.
Connect online and Offline strategies
Creating a consistent customer experience online and offline is an important aspect of effective marketing. More and more businesses are using virtual and in-person events to influence audiences and drive sales, but they often find them isolated from online marketing initiatives.
To get the most out of virtual and face-to-face marketing, first of all, identify what steps you want your audience to take after the event (eg., engage with Your Emails, Sign up for free product demos, etc.). Then, create virtual or face-to-face experiences that nurture them on this journey. Read more about cross-channel marketing strategies.
Prioritize Authenticity
This is one of our most important marketing tips. Today’s consumers are well aware that content created by businesses is agenda-driven. They are less likely to respond positively to sales content, so brands must develop better strategies to build authentic relationships with their audience.
One of the best ways to prioritize authenticity with your marketing is to create live content. Host live podcasts, Facebook Live video streams, etc. Make mistakes and follow the flow — you will be surprised how positively your audience will respond to everything.
Create memorable messages
There are only so many ways to promote your products and services directly through marketing. Sometimes, it’s worth deviating from your main marketing agenda to tell a story that makes your brand more memorable and likeable.
The more creative you are with storytelling marketing, the more likely you will stand out and improve your brand image.
A great example of a marketing campaign with this focus comes from the diaper brand Huggies. They found studies showing the positive impact of hugs on babies-hugs help build their immune system, stabilize vital signs, promote brain development, etc. This inspired the brand’s “No Baby Unhugged ” campaign in Canada, which aims to educate parents about the benefits of skin-to-skin contact and provide volunteers in hospitals for babies in need of a hug:
Huggies Made a memorable message with its “No Baby Unhugged” campaign in Canada. (source)
Build Partnerships
Advertising is a great way to expand your reach on social media and the web. But it’s not worth the power of a strong recommendation from a knowledgeable influencer.
Collaborate with other key players in your industry to reach new audiences and get social proof for your business. You can also enlist the help of micro-influencers to become supporters of your brand on social media and the blogosphere.
Make Performance Analysis a sustainable strategy
Every experienced marketer knows the importance of performance analysis to optimize their strategy. But waiting until the end of a marketing campaign to analyze and adjust seriously limits the potential benefits of performance analysis.
Top marketers don’t rely on past performance to inform future efforts — they make adjustments to their campaigns in real time based on the latest insights. Your marketing automation Platform should offer many ways to analyze the performance of your marketing efforts.
King Of Marketing Tips: Keep Up With Trends
Having a strong marketing strategy requires more than just adjusting your priorities from year to year. You should always look for technology and opportunities to stand out from the crowd. Follow the latest technology and marketing tips to keep up with important digital marketing trends and changes that you should take advantage of.
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