Driving traffic to your business is always easier said than done. There are a number of marketing strategies out there, but few, if any, are one-size-fits-all. No business owner wants to feel that they’ve wasted their time and money with a marketing strategy only to have it yield no results. You want to feel confident that the marketing strategy you employ will work.
Truly effective marketing strategies change with the times, as the digital sphere grows and customer preferences shift. With that in mind, here are 5 effective marketing strategies that your business can use.
For the last several years, social media has been absolutely critical to any marketing plan. Research shows that 4.9 billion people worldwide use social media. Businesses, too, populate the social media sphere.
You can post promotions for new offers or deals, as well as relevant information for your customers. If a customer wants to follow regular news about your business, they’re more likely to follow you on social media than to sign up for a newsletter.
Some businesses spread themselves too thin on social media, signing up for every platform and then leaving most of them inactive. An inactive social media platform can look worse than no platform at all. Instead, take stock of what platforms your audience uses the most. From there, commit to posting on those social media accounts regularly: at least a few times a week, if not a few times a day.
This is more than just a 30 second video ad. You want to create video content that your audience will actually seek out. Examples of video content include:
- Relevant insights
- Vlogs or “social media takeovers” offering behind-the-scenes looks
- Answering questions from social media
- Collaborations with influencers
Tutorials on YouTube are an especially big hit for many businesses, showing customers useful and relevant information, such as how to assemble or maintain certain products. Offering entertaining insights into the industry can also be a great option for video marketing.
A blog will feature on your website and offer helpful, in-depth information relevant to your customer base. Blogs can answer common questions, offer ideas, or provide insights. Here again, consistent activity is key. Whether you post weekly, biweekly, or monthly, make sure that you always post on time.
You want your content to be helpful and engaging for your audience. However, you also want to use best SEO practices:
- Naturally sprinkling in keywords
- Using images and infographics
- Varying your text with subheadings and bullet points
- Utilizing authoritative sources
- Using unique meta titles and descriptions
- Connecting to other relevant webpages through internal links
- Using local SEO keywords and resources
These practices will help your content to stand out on Google’s algorithm so that your audience can more easily find your blog. Be careful not to overdo it. Google penalizes keyword stuffing, the practice of packing blogs full of keywords regardless of the quality of the continent.
You can also help your blogs reach your audience by sharing all of your blogs on social media once they’re published.
Different marketing tactics are going to work for different customers. Data analytics can help you to understand your target audience. Their preferences, their habits, and what would most likely appeal to them. With the use of data analytics, you can target your advertising and personalize it to individual customers.
Google and Facebook heavily rely on data analytics when it comes to their marketing approaches. These give you more control and variation when it comes to audience targeting, using algorithms to put the most effective ads in front of customers based on their data and preferences.
Regular marketing research to understand what is relevant to your audience is a must in any marketing plan. Data analytics is part of that marketing research, but you should go broader than just data analytics.
Research brands in your industry. Study successful marketing campaigns and what made them work. Use focus groups to get a sense of how your products or services will go over in the market. And continue to conduct market research, because market trends are likely to change from year to year.
If you want an effective marketing strategy, you need to understand what would be effective to your particular audience. Use data, market research, and capitalize on the digital marketing resources currently available to businesses. If you put in the work to keep your marketing strategy relevant, you will eventually yield results.