As marketers work on developing their marketing strategies, there is a multitude of options available to them.
Your goal as a marketer should be to use the most effective marketing tactics for both your business and marketing aims. These tactics should be used in such a way as to increase conversion and sales as well as reach your business goals. To help marketers with this endeavor, we are going to look at some of the most effective and popular marketing tactics and explain how you can use them to your advantage.
Blogging is one of the most popular digital marketing strategies and for good reason; it is cost-effective and inexpensive, especially for businesses that are just starting. Additionally, there are lots of great blogging platforms, notably content management systems like WordPress, that make it easy for businesses and marketers to get started with blogging. These platforms remove the technical complexities of starting a blog, so you need very little technical knowledge and skills to get one going.
Set Language and Tone
However, to get the results you want (subscribers, engagement, shares, etc.), you need a plan and to follow a few guidelines. The first of these guidelines is to have a plan before you write any blog posts. You need to start by knowing what you want to say and what you expect of your readers once they get that information. You want the language and tone in those posts to match those of the rest of your marketing campaign, including a call to action so readers know the next steps to follow.
Know Your Audience
The second guideline is to always know who you are targeting. You need to create customer and reader profiles before you start blogging. This way, you know who will be interested in your posts and therefore be in a better position to provide them just that. Also, make sure that each of your blog posts targets at least one of your target personas.
Consistency is Key
The third guideline to follow is to always keep your brand messaging consistent. Once a marketing campaign has been running for long enough, it is easy for marketers to lose sight of the brands they are marketing. Ensure that your brand is represented on your website, social media, and blog posts. You do not want to contradict your overall message by publishing content that is not in line with the rest of your message.
Vary Your Content Types
Fourth, vary the variety of your blog posts. Posting only one type of content will get monotonous and boring fast and you will likely see your audience leaving after some time. Some types of content include instructional posts, opinion pieces plus different pieces geared to different types of readers(beginner to advanced, for example).
The potential of social media is huge, and this is why marketers cannot afford to ignore it. Social media can drive leads, increase conversions, and lead to more sales. These are just some of the reasons why most businesses are on social media.
Social media remains one of the best ways to make people familiar with your business or brand. Almost everyone is on at least one social media platform. This makes it easier for your business or brand to reach potential customers wherever they hand out. Doing so increases brand familiarity and makes it easier to close a deal or a purchase once a customer enters your sales funnel.
Social media can also be used to establish industry expertise and authority, for relationship development and the start of your sales funnel.
Social Media Strategy
The use of social media often brings mediocre results for a lot of businesses. The primary reason is that these businesses do not have a strategy before getting into social media.
Ideally, your strategy should include:
- Planning which keywords to use and how to use them
- Optimizing for social media search alongside search engine search
- Knowing which groups and conversations to be engaged in
- Creating targets for your business
- Making social media part of your overall marketing strategy
- Using the right tools
- Knowing the purpose of each post and sticking with it.
Choose The Right Social Media Platform
One thing to remember is that social media marketing is a lot more nuanced than a lot of marketers realize. Each social media platform is different and may be a better fit for a specific marketing strategy than other platforms. This is why it is so important to understand not only the unique challenges and advantages that come with the different social media platforms marketers already have access to today but also those of tomorrow. This type of in-depth understanding of social media marketing is only available to the best marketers. However, you can also learn to do all this by enrolling for a masters in marketing online with no GMAT or GRE requirement at Emerson College. The program combines various advanced aspects of modern marketing with data analysis to arm marketers with the skills to reach and engage with the modern consumer.
Videos have long been overlooked because they take too much time and expertise to create. However, studies have proven that people have shorter attention spans than they did a decade or two ago and so many of them now prefer video to textual content. This has made video content very popular as marketers realize its potential in increasing the amount of time people spend on web pages, boosting SEO, generating leads, and creating engagement.
However, marketers need to follow some simple guidelines if they would like to get the most out of their videos:
- Keep it short and give it purpose - Unless it is an explainer video or a video on a subject people really like, most people are unlikely to sit around to catch a video that is more than a few minutes long. So, ensure the video has a purpose, it serves that purpose and introduces its content as quickly as possible
- Ensure each video has a target audience - The purpose of each video will differ depending on whom the primary message is aimed at
- Coordinate your videos with other videos in the same campaign
- Keep the video length between 3 and 5 minutes long unless the video is going on a platform on YouTube
- Invest in stellar video production
Newsletters are a potent marketing tool if used the right way. As with blog posts, they can grow your subscriber and customer lists cheaply and with little effort. Newsletters are a great way to demonstrate authority, industry knowledge, keeping readers informed and interested, driving people to your website or social media, and promoting your products and services.
The best practice for newsletters include:
- Ensure the newsletter is responsive so it is viewable by people on mobile devices
- Include an unsubscribe link that is easy to find. If you use a double opt-in system, people are less likely to use the button anyway.
- Let the recipient know they are receiving the email because they subscribed
- Include three to six posts on various posts
- Do not add too much promotional material as that will turn people off
- Include a reasonable amount of video and image content
- Provide a link to open the email online
It is also a good idea to let your subscribers when you will be sending the newsletter, so they are prepared for it.
Microsites are smaller websites that are used for a specific purpose, usually to promote a single product or to reach audiences that speak a different language. A great example is in the movie industry where production houses create simple microsites for new movies and TV series.
In a marketing context, microsites can be used to promote a specific campaign, highlight a new product or service, or talk about a specific project, product, or service that a business is excited about.
Customers who want specific information about a campaign, project, service, or product can be directed to the microsite where they will get highly focused information without any distractions. Because there are lots of tools that help marketers do this, they may find it easier to create these microsites instead of adding new pages to their websites. This is especially true if the marketer has a template that they use to create microsites.
Microsites are also advantageous from an SEO standpoint. This is because they will use highly relevant and targeted keywords that can be found easily on search engines. They can also be connected to other campaigns and marketing opinions such as social media and newsletters easily.
There are so many options when it comes to marketing tactics and strategies that marketers can be overwhelmed. Usually, it is a case of not finding out what works for a specific business, trying everything at once, and not seeing good results for any of the options used. Marketers are instead encouraged to find tactics that work for the specific businesses and brands they are marketing. A great fit ensures a great return on investment, cost-effective campaigns, and better results overall.