1. Build a Community
To be able to attract and retain customers, you need to establish a strong community. A strong community will generate word of mouth publicity, which in turn, will attract new customers and retain old customers. Building a community is easier said than done, however. You have to consider many factors, such as where your community will gather, what devices they will use to communicate, and how you will encourage participation. Establishing a strong community takes some time.
2. Use Videos
The video content generation market is anticipated to reach nearly $16 billion by next year. This is a huge market, and with the rise of TikTok—a video-sharing platform, which allows users to create and share short video clips—the demand for video content continues to grow.
So why should you use videos in your marketing strategy? Videos allow you to showcase your products, provide customer service, and engage with potential and existing customers. You can use videos to explain industry trends, identify product advantages, and show how your products fit within those contexts. Videos can also be used to promote upcoming events, provide insights into new products, and showcase employee or customer engagement activities.
The video creation and distribution platform, YouTube, enables you to build and grow your audience, and to engage with them on a personal level. You can use YouTube to upload and share your videos, establish a community around your channel, and measure the effectiveness of your videos. You can also set up live chats regarding your videos, and engage with potential and existing customers via email.
3. Measure the Success of Your Marketing Efforts
The measurement of marketing success can be a tedious task, especially when you consider the many different channels and metrics you need to track. To make matters worse, you can’t measure the success of your marketing efforts in real-time. This is why you’ll need to set up automated systems to track the results of your campaigns. Having a clear view of the metrics that matter most is essential if you want to know whether your marketing efforts are paying off.
There are three key metrics you need to pay attention to when measuring the success of your online marketing strategy:
- Volume – The number of websites visited, emails opened, and social media posts shared.
- Conversion – The percentage of visitors who took a desired action, e.g., make a purchase, fill out a form, or register for a website.
- Cost- This metric measures the amount of money spent on advertisements, marketing material, and research.
When considering these metrics, ask yourself: Are my efforts paying off? What is my ROI (Return On Investment)?
4. Measure the Efficiency of Your Marketing Channels
You can’t measure the efficiency of your marketing channels directly, but you can track overall channel performance using the metrics mentioned above. When considering these metrics, ask yourself: Which channel is performing the best? Which channel is consuming the most resources?
A/B Testing can be a useful tool here. You can try running A/B tests to compare the performance of two different styles of websites, or the performance of two different types of emails.
You should also look into measuring the effectiveness of your content schedule. Run tests to compare different content schedules, and measure the performance of each one.
5. Measure the Performance of Different Marketing Channels
You can use different marketing channels to attract different groups of consumers. If you want to improve the performance of your overall marketing strategy, you have to consider running A/B tests to compare the results of different marketing campaigns.
To give you an idea of how different marketing channels work together, here are the results of a recent survey conducted by HubSpot on 5,000 business owners, including myself. As a marketer, you might find this data interesting.
First, let’s take a look at the results of a social media marketing campaign. The data shows that a social media marketing campaign generates approximately 54% of all web traffic, but only 4% of consumers in your target audience ultimately convert into paying customers. This means your social media marketing is mostly attracting visitors, but you’re losing the vast majority of them to the competition.
The reason for this is that you’re competing for eyeballs on social media platforms, such as Facebook and Instagram, which enable you to target consumers based on their interests, demographics, and location. Facebook and Instagram give you complete control over the content that reaches your audience. They also allow you to target the right people with customized advertising campaigns, using sophisticated algorithms.
To gain more customers using social media, you have to consider the metrics, such as click-throughs and conversions, from a marketing standpoint. You should consider trying a video course on marketing, because the results of a video course, when applied to your social media marketing campaigns, will improve your results significantly.
How To Improve the Performance of Your Marketing Channels
Once you have a clear view of the channels you are using and the resources you are spending on them, you can begin to improve their performance by making small changes to your routine. Here are some suggestions to increase the efficiency of your marketing channels: