It’s time to rethink your marketing strategy, but you’re not sure where to begin. Your email campaign opens are low, site bounce rates are high, and no one seems to pay attention to you on social media. It feels like you’re talking to an empty room. You recognize that you need to revamp things, but you can’t figure out what’s wrong to begin with. Here’s where to start, and when you should turn to an outside team for extra help.
Before you implement any marketing strategy, it’s important to clearly define your brand. Everything from the copy on your website to your promotional materials should convey a singular message.
Who is your target audience and what are the characteristics of your demographic? What is important to them? Develop your brand voice with these things in mind.
It can be difficult to set these parameters; you don’t want to give the cold shoulder to potential paying customers by casting too small a net. But fine tuning your brand will make it easier to reach the audience that will have the most use for your product. It will also give your customers a clearer picture of who you are and help you stand out from the competition.
A marketing team can work with you to define your brand and optimize the way you speak to your audience.
Outbound marketing refers to more traditional marketing practices in which you send a message to a large audience to find customers. This includes methods like direct mail, pay-per-click advertising, and email marketing blasts.
If you rely heavily on outbound marketing, it may be time to rethink your strategy. Can you think of the last time you clicked on an advertisement? Do you read every promotional email you get, or do you just delete most of them?
Consider an inbound marketing approach instead. This is based on the idea that businesses should produce helpful, original content for their customers to find. Think about the types of questions your customer is already asking and produce content that provides answers. All of this fresh, useful content will also do wonders for your SEO.
Maybe your team has plenty of tech and business savvy individuals, but the creative types are few and far between. Leave the content generation to an outside team. They’ll whip out blogs, eBooks, and white papers like it’s their job (because it is).
Social media is an excellent way to communicate and engage with your consumers. (If your company doesn’t have any social media accounts, create them now.) Social media provides you with an invaluable opportunity to hear conversations about your brand and your competitors.
If you’re already on all the main channels, you should optimize the power of each medium by posting native content. This means that you should post content that is best suited for that channel. For example, if you post a screenshot of copy with a special deal for a product on your Instagram account, people will scroll on by. Instagram’s draw is rich, high quality images, not text heavy information. Each channel has a certain appeal and you should cater your posts with these attributes in mind.
If social media feels like speaking a foreign language to you, turn the task over to someone who speaks it fluently. They’ll show you tips and tricks for how to talk the talk.
Maybe you’re already active on social media, but you don’t see a lot of engagement with your posts. Consider the type of content that you post: if every tweet is about your business, your customers may have grown bored.
There are many different suggestions for the ratio of content you should be posting. Consider each type of post - third party, your own helpful content, and self-promotional - and how you can introduce more variety into your content diet.
Focus on posts that your audience will find useful and interesting. Seek out and engage with your audience. If someone has a question, answer it. Search keywords and scroll through trending topics to see how you can add to the conversation. It’s perfectly acceptable to be self-promotional from time to time, but if you talk to someone at a networking event and he only talks about himself, don’t you get bored after a few minutes?
Sometimes the best remedy for this problem is outside help. A marketing team will look at your company with a fresh perspective and introduce new types of content that are catered to your target audience.
If it’s not your forte, marketing can seem overwhelming. It’s a constant process and it can feel daunting if you tackle it on top of your other tasks and responsibilities. Stick to what you know best and ask the experts for help with the rest. A marketing team will work with you to ensure that your brand is thriving and your audience is engaged.
Christine was born and raised in the suburbs of Detroit, Michigan. She graduated from the University of Michigan in 2014 with a Bachelor’s Degree in Communications and Spanish. After she graduated, she bought a one-way ticket to Philly on a whim and has been happily living here ever since.
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