Any industry that relies heavily on technology has major changes year after year. Marketing is one of those landscapes that changes so quickly, it’s challenging to keep up with the best practices.
1. Look for Opportunities to Diversify
Most marketing budgets today don’t allow businesses to pursue every distribution channel at once. You need to carefully select channels that are most likely to bring strong returns from your investment. So look for opportunities to diversify your strategy by first researching your audience. Identify niche sub-channels where you’re able to cut through the marketing noise, such as on YouTube, social media groups, etc. Then you can diversify your strategy knowing the payoff will be worth the investment.
2. Embrace Paid Social
86% of social marketers already use Facebook ads, and the platform’s advertising revenue continues to grow. Meanwhile paid advertising options have come up on Instagram, Pinterest, Twitter, and elsewhere. Social media platforms are tweaking their algorithms, making it clear to brands that paid promotion is a must if you want to get visibility. If you want your social strategy to maintain or gain momentum, then embracing paid social is a must.
3. Focus On Your Existing Content
Most marketers today understand they need to produce large volumes of content to build a traffic base. They often focus on creating new content, overlooking the value in their existing assets. If you want to keep up with today’s competitive markets, it’s important to use your current content to its fullest potential.
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 perspective then republish for more reach.
- Repurpose old content as an infographic, video, slide deck, etc. You can also turn a series of blog posts into a ebook guide or report.
4. Nurture Brand Advocates
People look for recommendations from their peers to make purchase decisions. Your own customers are a powerful resource to help you reach new audiences and drive conversions. To make the most of your brand advocates, create campaigns to incentivize them to spread your message. Create an online community or offer rewards for referrals, for example. You can also create a branded hashtag and encourage audiences to use it.
Audi once took advantage of a hashtag a fan created on Twitter called #WantanR8. They surprised the Twitter user by letting her drive an R8 for a day, then used the hashtag to promote the vehicle and offer more free rides to Twitter fans:
5. Constantly Optimize User Experience
Creating a message that speaks to your target audience is only the first step to success in online marketing. It doesn’t matter how great your content is, it won’t drive conversions without excellent website user experience (UX) to go with it.
So make sure you’re constantly 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.