It’s easy to get left behind in the world of marketing. As the Project Runway host, Heidi Klum, would say it, “One day you’re in, the next day you’re out.”
Just months (weeks even) after a marketing strategy is proclaimed as the next big thing, a new marketing strategy will be on the rise, and you’ll find yourself scrambling to catch up. This dynamic behavior is due to the quickly changing buyer’s behavior and the changes in the technologies that they are using. Modern marketing has positioned itself to be more targeted and accurate. Which modern marketing strategies are worth implementing? Here’s a rundown of effective modern marketing strategies you should implement to stay at the top of your game.
1. Social Media
The majority of the world population is on social media. Not to overhype it, but really, the access and reach to a large number of people is here. Setting up social media accounts won’t cost you a dime. But if you want to step it up and get a wider reach, you can invest in paid promoted or sponsored posts. Why is this a trend now? You can target multiple audiences at once via your social media accounts.
Then again, don’t think that social media marketing is a walk in the park. It takes careful planning and implementation to keep your following together.
Furthermore, identify which social media platforms are a fit for your business setup. B2B can work in Twitter or LinkedIn while for B2C, Facebook, Snapchat, and Pinterest might be your best option.
2. Paid Ads
While this has existed for a long time, paid ads have evolved itself into a more catchy and attention-grabbing marketing strategy. The days of traditional and boring ads are over, and the name of the game now is witty and catchy.
If you can catch someone’s attention in a matter of 6 seconds (just how short Vine’s videos are), the better. Moreover, paid ads got better because there’s more access to data. Therefore, ads are targeted properly. Paid ads can be done through Facebook, Google Display Network (GDN), LinkedIn, Search Engine Marketing (SEM), and Remarketing.
These can target people based on age, location, gender, interests, and web activity. Remarketing ads can even follow a buyer around online after leaving your website without making a purchase.
3. Search Engine Optimization (SEO)
Search engines, like Google, definitely have changed the way we look for things. Just like Paid Ads, SEO has seen better access and grasp to data. SEO is the unpaid counterpart of SEM. It is being “organically” placed on the first page and on the first spot of the search results. Who wouldn’t want that for their business?
You have to be mindful of your business’ keywords. In this manner, you can optimize these keywords in your main page and service pages, and publish blog posts that answer your buyer’s inquiries while incorporating the keywords you’ve identified.
4. Email Marketing
Email marketing is still very effective when done right. Remember to avoid being branded as the “spammy emailers.” Instead, distribute the articles in your website blog or eBooks to your email marketing list. This will move them a step further into the buyer’s journey until they eventually convert.
Be mindful that people nowadays frequently check their emails on phones, so make sure that your emails are also optimized for mobile viewing. Avoid putting long texts (due to limited scrolling) and high-resolution images (due to longer loading period).
Look at your numbers. One way to analyze anything in this world is to quantify. Pointing where and when to improve makes it so much better.
Unlike traditional marketing, digital marketing is measurable. And with the data, you can identify what your strengths and weaknesses are, and you can use this to plot your next steps to achieve your goals.
There’s also predictive analytics. Instead of waiting for the numbers to come in from your buyer in the current cycle, look at your past data and try to project where your buyer’s behavior would go. In this way, you can plan real-time interactions, produce individualized content, and link relevant data to your buyers.
6. Content Marketing
Content marketing is the Beyoncé of the marketing industry. It is true that content marketing is crowned king. This is defined as the creation and distribution of helpful and relevant articles to your target audience. This can come in the form of articles, blogs, eBooks, whitepapers, and the like. It is mostly about the solutions to your target audience’s problems.
Content marketing can help with increased sales, cost savings, and loyal customers. It is hugely different from the usual marketing where marketers just throw information at you and expect you to absorb it. Now, marketers share valuable information with you.
These strategies are all for you to try, whether you're doing it by yourself or you're looking to hiring a digital marketing company. Afterward, see which ones work for your business the best and focus on it. Overall, modern marketing has shifted to a data-driven and customer-centric style.
Also, what marketing strategy works for you now might not work for you in the future. The key is always to be aware where the industry goes to not get left behind.