Many businesses are looking ahead in order to leverage the most effective marketing strategies in the coming year. What are ten excellent tips which will ensure a higher ROI and better chances of success?
- Smartphone-Related Marketing
Studies have shown that 2016 was the first year defined by smartphone usage outstripping personal computer usage (51 per cent versus 42 per cent). Thus, companies need to make their advertising appeal to the mobile phone community. Metrics here include dedicated widgets, push notifications and long-scrolling text pages.
- The Power of the Video
Consumers want to be entertained as opposed to being presented with standard text or emails. Businesses therefore need to employ the power of the online video. Not only does this content tend to be highly engaging, but even short presentations can be laden with information while simultaneously connecting with the viewer. Offering up one or two videos per month can help to increase brand loyalty and generate increased interest in a specific product or service.
- The Power of the “How-To” Session
A growing number of marketers are embracing how-to videos within their overall strategies. This is no mistake, for instructional videos can help to establish a rapport with the viewer while defining a company as one which is honestly interested in helping the average consumer. When a firm is viewed in such a way, it is much more likely that individuals will seek out help and trust a product recommendation.
- Develop a Dedicated Marketing Team
Although this may sound like common sense, there are countless businesses which attempt to tackle marketing with the use of only one or two individuals. These employees can quickly become overwhelmed and as a result, the content will inevitable suffer. It is better to assign such tasks to a dedicated in-house team. Responsibilities can be delegated and as a result, targeted strategies will be embraced and implemented.
- Marketing Influencers
Studies have shown that using a marketing influencer to distribute content can generate an ROI up to eleven times higher than static advertising alone. This arises from the simple fact that the average consumer is tired of being bombarded with countless anonymous advertisements. They are much more likely to heed the advice of individuals with a significant virtual presence (well-known bloggers and even celebrities can fit into this category). Another benefit of an influencer is that he or she can help a company appear to be more trustworthy and respectable.
- All About Navigation
What good is a marketing campaign if the website that it redirects the viewer to is poorly constructed? This is often overlooked many industry professionals. A company has only a handful of seconds to capture the attention of a visitor before he or she looks elsewhere (potentially to the portal of a competitor). The site should therefore be easy to navigate. Page load times, clear menus and detailed contact information are a few areas to address.
- Focusing on the Purpose
As opposed to focusing on the “what” aspect of marketing, enhance the “why”. In other words, companies need to ask themselves what the ultimate purpose of their campaign is. This is in direct contrast to only being immersed in the immediate sales campaign alone. Purpose-driven marketing is taking the online community by storm, and for good reason. Firms which have a clear mission statement are better able to look at long-term goals and understand the “bigger picture” in terms of sales and the needs of the client.
- Bolster Blogging Efforts
Companies that keep a constantly updated blog have been known to generate twice as much inbound traffic as those which use email alone. There are two reasons behind this observation. First, blogs are a proactive means to connect with the viewing audience. It is also possible to interact with customers in real-time scenarios; ideal to illustrate that marketers care about what their demographic may be saying. Another lesser-known benefit of regularly updated blog posts revolves around SEO mechanics. Websites which post new content will rank higher within the SERP. Thus, they are more likely to enjoy a greater level of exposure. In a digital world defined by competition, these advantages cannot be overlooked.
- Quality Writing
The days of keyword stuffing and similar black-hat techniques have all but vanished. Not only will this turn off the reader, but major search engines will now penalise such tactics. In severe cases, a site may be pulled from its listing altogether. It therefore makes a great deal of sense to outsource such tasks to professional third-party freelancers. They will deliver quality content within an amenable time frame and those with a good deal of experience are able to cater to the needs of the audience in question. Finally, this approach will make the company look and sound more professional.
- Sticking with Social Media
It is no secret that 2017 was partially defined by the use of social media within marketing campaigns. This trend is only set to continue into the foreseeable future. Companies which still lack a viable presence on sites such as Facebook and Twitter will suffer due to a lack of visibility. Once again, it is better to work smart as opposed to hard. Some core areas of focus should include offering regular updates, presenting any discounts, linking with authoritative sources (the influencers mentioned earlier) and interacting with visitors on a regular basis. As Facebook now has a dedicated section for promoting businesses, there is no reason not to address these issues.
These are ten of the most powerful marketing strategies to leverage in 2017. Each should be used in conjunction with the others in order to enjoy the most success. There is no doubt that integrating these changes can and will have a massive impact upon any sales campaign.