It’s no secret that things have significantly changed in the marketing world. Many traditional advertising methods are out, and digital and social media marketing is in. Marketers are facing new challenges where they find it difficult to keep up with the constant changes and innovations of this industry. To make sure you don’t fall behind, we formulated a set of rules to follow:
1. Killer website
Your website should be to the point, not too wordy, straightforward, aesthetically intriguing and should make the customer want more.
One of the first things a consumer does when interested in a product or service is research. And where do they go for this? The company’s website, of course. You want to have an aesthetically intriguing website where the consumer can easily find all the information they are looking for.
2. Traditional advertising is no more
TV and radio advertising is not as relevant as it once was. People have been moving online (ex: internet radio, watching commercial-free TV online). You must adapt your marketing strategies to these changes.
3. Social media
If your business is not using any sort of social media for traditional or B2B marketing, I think it’s about time to come out of the rock you’ve been hiding under. Approximately 185 million people in the U.S. have used social media this year alone and that number is only going to grow.
4. Create a brand voice and stick with it
This is absolutely critical. Creating a brand voice is giving your business a personality. Are you bold and witty or friendly and welcoming? Whatever personality you choose, it must be consistent and should reflect throughout your website, social media, blogs, print advertising, and so on.
5. Remember that the customer has more control
With so much competition now, the tables have turned and the consumer holds more power. With an endless stream of options, you have to convince them why they should choose your product over someone else’s.
6. You must differentiate your product/service from the competition
You must distinguish yourself from the competition. What makes you unique? Why should consumers buy from you? These are questions you need to answer before your consumer thinks of it themselves.
7. Choose the right platform(s) for your business
Not every platform is suited for every sort of business so you must determine which ones work for you. Focusing on the wrong platform wastes time and resources that can be used more effectively somewhere else.
8. Place content on the right platform
What may work on one platform, may not necessarily work on another. That is why you must tailor everything you post on social media to correlate with the correct social channel as well as that channel’s audience. For example, Twitter is an excellent channel for engagement in real time. If there is a live event like a sporting or political event, it is very easy for one to engage and become part of the conversation simply by including a hashtag in their tweets. The same won’t necessarily work for Instagram. Instagram is more suited for visual content and not necessarily live conversation.
9. Social listening
This consists of identifying and figuring out not only your audience but your competition as well. You need to have a complete understanding of your industry; this way you are always ahead of everyone else.
10. Community management is more important than you think
In order to really establish that online presence, you must take the time to communicate and connect with your online community. By interacting with your followers, you create personal relationships with them. This is done by answering direct messages, replying to comments, retweeting or reposting a follower’s review or photo of them using the product. When consumers feel that they have that personal relationship, they are more likely to gravitate towards you instead of a competitor.
11. Quality, not quantity
You can have all the followers in the world but if you are not producing worthy content, you might as well not have any followers. Take the time to create compelling copy as well as high quality images and graphics for social media and your website. By publishing thought-provoking and engaging copy, you are one step closer in acquiring a potential consumer and more importantly, a sale.
12. Customer service
This is a top priority for any business, whether you are selling shampoo or a car. It is similar to #10 on this list, however, social media is not the only way to provide exceptional customer service. Promptly answering emails, being accommodating over the phone, or assisting a customer on the sales floor – these are all ways to influence your customer’s perception and experience with your company, which will then determine what kind of reputation you have.
13. Take advantage of marketing analytics and SEO tools
These tools boost online presence, and are worth investing in. Social media marketing is a whole different ballgame, so investing in various analytic tools is wise.
14. People have changed
They are no longer passive consumers. When they have a question or an issue, they want it taken care of now rather than later. In addition, since consumers have more options than ever, if they like what they see/hear, they’ll come to you; don’t chase them.
15. Learn how marketing is continuously changing
Keep up to date on the latest marketing trends, social media updates, SEO tools, as well as reading up on marketing blogs in order to stay ahead of your competition.