A few weeks ago I wrote about considerations to make while planning a marketing strategy. This week, it’s time to dig into some of the marketing strategies that’ll help you have a successful year.
Let’s make no bones about it. There are an overwhelming number of marketing strategies you can put in place in your business. From print and television advertising to focusing exclusively on marketing in the digital world, you have a range of options available.
How do you choose the right strategy for your business?
While you’re sifting through your customer data, think about what your customers want. What experience will they have when deciding whether to buy from you? Then, work backwards.
The marketing strategy you choose should answer your target customer’s need from start to finish in their purchase decision process.
With that in mind, there are some strategies that remain dominant in the market. That’s because they work.
Here are some of the most anticipated marketing strategies of 2015 that you will want to consider for your business.
1. Keep an Eye Out for Native Advertising
In the past, your company would issue a press release on a regular basis to get in the news. The press release would include a story line, facts to back your claims, and details for the journalist to give the story.
You’d pay to distribute the press release with hopes that someone (or a few people) would pick up the story and run with it.
That approach will change in 2015. Now, more companies are paying for a spot in the paper where they get to tell their own story. Instead of earning their way into the media, businesses are paying to have a spot in front of a highly targeted audience.
BuzzFeed is perhaps the leader of this now. Companies, such as Starbucks and Xerox, are tapping into this large audience with sponsored articles. Unlike the traditional advertorials, these articles are written with the media outlets audience in mind. They require carefully crafted content that’ll resonate with the people you want to reach.
Native advertising is a fun way to earn the trust, respect, and admiration of an existing audience without having to distribute a press release on a hope and a prayer that someone will tell your story for you.
2. Analytics Will Become More Important
Every morning I login to my analytics dashboard and take a peak at what’s happening. Do you?
Each time I login, I look for a few core facts:
- Where are people landing on my website?
- How are people finding me?
- What topics draw in my audience?
- Where do people leave?
Armed with the numbers behind these questions you can refine your strategy.
By marketing to a digital world, you are blessed with agility. If something isn’t working, you can fix it fast. If something’s stirring up a lot of interest, you can quickly shift course and offer more of what works.
There is a lot of noise in the market. Flashing ads, banners, and content can muddle your message. Make it stand out by monitoring your analytics to find what works.
3. Automation Becomes More Personal
For years, marketers have said that automation is a sin. People want to do business with people!
Although that’s true, humans are restricted by time and ability. That’s where automation can step in and add a personal touch.
I hear what you’re saying. A personal touch from a robot? But it works. Hear me out on this.
There are many touch points throughout your sales process. From the first contact, through the research stages, and after the purchase, you need to stay in close contact with your leads and prospects. Without a well-oiled system, you could lose prospects along the way.
With an automated system that automatically sends YOUR message to YOUR contacts at a specific time, or after a specific action, you can keep nurturing your leads and prospects automatically. When they respond with a question or concern, you can step in and answer it person-to-person. The exhausting task of following up regularly can be left to a machine.
In 2015, there will be a heavier reliance on digital marketing. This is the platform that offers a faster way in front of new audiences, better analytics to find out what’s working, and a more streamlined sales funnel.
Are you planning on using any of these marketing strategies in 2015?