A new year is just around the corner (where did the time go?!) and so is the opportunity to cut out some bad marketing habits that we're all guilty of and replace them with a few easy-to-stick-to marketing habits. Resolutions, if you will. We’ve compiled a list of the most helpful marketing principles for you to commit to, so let’s get started!
Identify which metrics you will be using:
With all of the data that’s now available to us with Google Analytics, Facebook Business Manager, and Instagram Insights, it’s easy to feel overwhelmed. In 2019, shift your focus from reviewing very metric avaialble, and instead identify your main KPIs then boil that data down to only focus on the statistics that will be helpful to you and your business.
Creating your strategy:
The tricky part is to define your KPIs and figure out how to make that data usable for your business. It’s helpful to start by defining your marketing strategy (Check out this blog for 2019 marketing trends you should include in your plan!). It is no surprise that companies with a clearly defined marketing strategy in place are going to be more successful. After you’ve worked on your strategy, identifying your KPIs becomes easier and more obvious.
Once you’ve identified your KPIs, you will need to begin to interpret that data. As we mentioned earlier, only pay attention to the metrics that inform your KPIs. This process, while a bit tedious, is going to help you track only what will affect your performance and allow you to focus your other efforts on your business offerings.
Meaningless mass email lists:
Don’t get us wrong, we totally understand the appeal of a brand-new list full of business prospects. It may seem like it’s full of possibilities and potential customers, but in reality, it is a waste of your time. Time much better spent on more meaningful marketing strategies. In fact, executing a mass email strategy can begin to have a negative effect on your branding. If you’re stuffing potential customers’ emails with junk mail, you risk losing credibility with new audiences. Check out this post for ways to gain email subscribers!
Focus on subscribers only:
Once you have list of people who have chosen to subscribe to your email content, then you can begin to refine your strategy in order to move that subscriber through the customer funnel. A well-done, informative newsletter is a great way to keep your customers informed and up-to-date on offers or sales without overwhelming them with constant emails.
Include a call to action:
Once you’ve created your email, make sure to include a clear call to action for the customer. Once they’ve read the email, it’s very important to encourage conversion by outlining next steps that need to be taken. Want them to read your latest blog post? Or check out your latest product? Stick to one clear CTA to guide the user.
Consistency = reliability:
Trying to run a small business as well as the social channels for that business can be timely but posting consistently on your social channels helps you establish yourself as a reputable business and helps to develop your brand voice.
By posting regularly on social channels, you are staying top of mind for your customers, so they don’t forget about your products or services. However, this suggestion does come with a caveat. Don’t over-post. You want to ensure the content you’re posting is of superior quality, consistent, but not so often that your followers become annoyed with oversaturation from your content. Need help with planning, posting and scheduling your social content? Let us help.
Stay engaged & actively manage your community:
You want to be able to create a community surrounding your business. To do this, be sure to like comments, respond to comments and direct messages, especially ones offering praise or asking a question. Are users creating content around your products and services? Sharing user generated content is a great way to build a community of loyal brand followers!
Create a content calendar:
One of the biggest behaviours that we can encourage is to begin creating content calendars and posting schedules. Plot out your posting schedule one month at a time in advance and let your marketing strategy inform the kind of content you’re posting. Stick to an overall theme and aim to educate and entertain your audience, rather than focusing solely on selling.
Define your social presence:
Find what works for you, find the right channel mix for your business, and be consistent on those platforms rather than spreading yourself and your resources too thin. For example: Does it make sense for your apparel company to have a presence on LinkedIn?
Although LinkedIn users have a need for clothing, advertising apparel makes more sense on Facebook and Instagram which are more visual platforms. Refine your targeting on specific channels to really develop your audience - the key is to do only what you need to do and to do it well!
Play the long game:
You might think that the key to conversions is by grabbing people’s attention with your super-cool, revolutionary product. But that’s really only part of the equation. Speaking to your audience on a human level, putting people and their needs first is a much more sustainable marketing strategy.
Know your customer’s pain points:
One of the ways in which you can begin to advertise your business as a solution is to identify and strategize around your target audience’s obstacles. Not sure your customers pain points? Ask them! Actively seeking out
Show your customers aspirational content:
Show your consumers how your product will help them achieve their goals. For example, a company that sells pre-workout shakes would do well to have content that shows active, fit people, rather than simply showing visuals of the product.
Refining your marketing strategy is something you’ll want to think about year-round. The marketing landscape is constantly changing, with new insights and strategies being brought forth all the time. But in our opinion, starting off the New Year with these key behaviours in mind is an excellent way to set yourself up for the year ahead.
Try your best to sift through data and only incorporate what is meaningful to your business, commit to employing a marketing strategy that includes only the social channels that are relevant to your business, and implement a posting schedule that you can stick to! When selling, ensure you’re selling a solution, not a product, and commit to only emailing people who have signed up to receive them.
Do you need help implementing these strategies? You are not alone! Luckily, we employ a team of dedicated professionals to help you get your business where it needs to be. Click here to explore your options.