If you have a business today and you’re not considering how relevant your brand is in the current market, you’re not running your marketing right. You can’t rely solely on the word of mouth alone anymore, no matter how good your product or service is. You need to keep up with what your target group is focusing on and prioritize that aspect of marketing to keep your business afloat.
Unfortunately, many marketing teams can get stuck in their ways when it comes to tactics. Only six out of ten marketers believe that their strategies are actually effective, and a quarter of teams report that their organization is resistant towards change, especially when it comes to embracing technology.
If you are wondering whether your marketing strategy is effective, here’s a few things you check to see if your business is still up to date.
- You don’t back up decisions with self-curated data
It’s a given that you need to do a lot of research before you launch a marketing campaign. A strategy not based on data is a doomed one. However, there is such a thing as bad data. Inaccurate data can be absolutely devastating to the effectiveness of your marketing strategy. You need to know about how to collect relevant data and do it yourself while cross-checking it with a third party data.
While 59% of marketing teams understand the importance and benefits of data, only 39% are actually using insights collected from their own customers to drive their strategies.
By curating your own data, you know exactly what piece of information you need to be going after, and what target group you are going for. This makes a for a more accurate and relevant data which can make a world of difference when it comes to gaining results.
- You only offer blanketed personalization
What we mean when we say personalized is that your customers are treated according to their needs. If they are less computer savvy, then you need to make your marketing as accessible and comprehensive as possible. Or if you notice a specific demand in a community, tend to it. Not only that this is good for your customer service experience, but it will also help provide your website with organic click-throughs, as you are allowing traffic to flow to and from your website. This is also a good thing for your SEO rankings as well.
If your business relies on generalizations or offers no personalization whatsoever, now is the time to change. Again, self-curated data is the key to providing this kind of experience. However, integrating it does require a smart technology system. AI and machine learning are incredible tools for this. You can use data collected by the recorded history to know customers’ behaviors and tendencies so that you can make a quick, calculated move to address an issue.
You can set up an automatic messaging system that sends out recommendations that are directed at the different target groups. This will help them to get to where they want to be, and they will appreciate your effort in doing so.
- Your social media is only promotional
Advertisements are a good marketing strategy. It has been around for ages, but it’s not the only way to do marketing. Sadly, many brands treat social media platforms as another advertising space, like a billboard or TV time slot to blast their marketing messages. While social media advertising is certainly effective, promotion should never be its sole purpose. In fact, nearly half of social media users will unfollow your brand if the messages are overly promotional.
Provide actual content that your followers can benefit from without having to spend a penny on it. This is especially true if your target audience is a small niche, as you can very quickly establish yourself as a learning hub for the inexperienced audience. This will make you the community center of the market, and people will associate this niche with your name. Answer their questions without promoting your product, but rather useful backlinks on sites that can be related back to you. 35% of customers have reached out to brands through social media to voice a concern or ask a question, and businesses who engage in social conversations report up to 40% higher revenue.
Having an active community of fanbase and followers is a more healthy and organic way to retain customers and increase conversion rates. You need to be more human first, and organization later to make sure people stay. As the business world grows larger, people want more of the homely feel to a business, and that’s how you need to interact with your audience.
However, it’s important to learn their tendencies through research first to establish this.
- Your content marketing is text-heavy
The internet is a fast-paced platform for learning. There are interesting visuals that are available on it, and you can practically see anything you’d ever want to see. This is why if your site looks like it’s from the early days of the internet, with boxes and boxes of texts with no visuals to assist the readers to digest it, they are going to lose interest. This is especially true if you are trying to run a store site.
Most brands focus on text-heavy content in their strategies. 82% produce case studies, 81% post blog articles, and 79% write content pieces for their website. Of course, these are excellent for SEO, but that does not necessarily make them the most engaging.
The truth is that your audience doesn’t want text content only. 80% of consumers would prefer a video to a blog post about a product, and infographics have 54% higher engagement rates than long articles.
This suggests that people don’t want to spend a lot of time on one thing. So, utilize visual media to help convey your message. People will retain more information and associate your brand with creativity and entertainment, rather than boring and instructional. Good visual content will help drive brand awareness and engagement as well.
An outdated marketing strategy could be where you are losing profits. Maybe the prospects who would’ve converted were turned off by boring designs and confusing navigation of your website. This is why it’s important to do a lot of research to find out what the market wants. You want to stay relevant in the competition, and by providing useful content consistently and tend to specific need of your community, you will surely improve your business.
- WordPress and Web Design is my passion. I've learned over the years that design isn’t just art. It’s more than aesthetics - It’s communication. I am not just an artist. I am not just a designer. I am a visual communicator. I speak the language of color schemes, call-to-actions, and user experience.
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