Marketing techniques are changing more rapidly than ever. With the rise of TikTok and now the move into Web3, all sorts of brands and entrepreneurs are having to play catch up constantly when it comes to marketing techniques.
Diversify your outreach
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.
Make use of ads
Depending on what you’re selling, research which ads work best for which product. If you’re a musician, YouTube and Spotify are your best bet. If you’re a stylist or fashion designer, maybe TikTok and Instagram ads will bring in more revenue. 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.
Reuse 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. However, you probably have more content than you realise; reuse it! A good way to gauge which content identifies your most popular content and use these insights to inform future content you create. You can also update old content with new data, visuals, or perspective then republish for more reach.
Always check on your user experience and optimise it
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.
Network online and offline
More and more businesses are using virtual and in-person events to influence audiences and drive sales, but they often think of them as isolated from online marketing initiatives. To get the most out of virtual and in-person marketing, first, identify what steps you want your audience to take after the event (e.g. engage with your emails, sign up for a free product demo, etc). Then create a virtual or in-person experience that nurtures them on this journey.
Project a memorable message
As a creative, it’s worthwhile to stray away from your main marketing agenda to tell stories that make your brand more memorable and likeable. The more creative you get with storytelling, the more likely you’ll stand out and improve your brand image. That’s what you’re good at after all!
Analyse performance
Any seasoned marketer knows the importance of performance analytics to optimise their strategy. But waiting until the end of a marketing campaign to analyse 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 you tons of ways to analyse the performance of your marketing efforts.
