The line between marketing and advertising has blurred.
What used to be considered pure marketing is now considered advertising. And what used to be considered advertising is now considered marketing. In today’s world, marketers no longer exist in isolation; they now work in conjunction with other departments including advertising, sales, and product development.
The lines between advertising and marketing are blurred, and this trend is not going to slow down anytime soon.
If you’re a marketer looking to adopt a more guerrilla-style of marketing, you’ve come to the right place.
1. Create compelling content.
It’s well known that content is king. But what is content?
To answer this question, let’s first define a few key terms:
- Content: Any words, phrases, visuals (e.g., a photograph), or audio (e.g., a recording) that you create to engage your audience.
- Creative content: Content that is unique, eye-catching, and memorable.
- Static content: Content that is primarily text-based and simple to understand. Think of a news article, a blog post, or an FAQ.
- Viral content: Content that is distributed using online platforms (e.g., social media) at a rapid pace. Frequent content updates spread the content far and wide, allowing the author to reach thousands or even millions of people.
- Anchor text: The words or phrases that you include in the text of your content to provide links to other websites.
To be a successful marketer, you must first understand the basics of writing effective copy. For example, the key to a good joke is in the delivery: You must sell it with a grin. The same goes for a good sales pitch or a good advertising jingle.
As you become a more experienced copywriter, you’ll learn to combine a solid foundation of marketing science with a conversational style of writing that will make your clients say ‘wow’.
To create compelling content, you need to understand the importance of a well-executed call to action (CTA). A CTA is a word or phrase that encourages the reader to take some type of action. While many people think of a CTA as something that you include at the end of a sales letter to coax the reader to buy what you’re selling, a good CTA can appear anywhere within the text of your content.
For example, let’s say that you’re writing a blog post on the topic of beauty. Within the text of your blog post, you could include the following CTAs:
- Buy my beauty product! (Or, If you prefer, Sign up for my newsletter. I’ll email you when there’s a sale or exclusive offer.)
- Learn how to become ageless and beautiful!
- Find out how to become the best-looking version of yourself!
Each of these CTAs provides a clear signal to the reader that something important is about to happen. Plus, these CTAs appear to be genuine efforts to persuade the reader to take some type of action. Remember, your goal is to build trust with your reader so that she will be inclined to listen to what you have to say.
2. Build credibility.
Marketing isn’t a precise science. There are many approaches to marketing, and many methods to gaining credibility. But there is one approach that underpins all others: authenticity.
When you’re marketing a brand or product, you’re selling an idea. But, to do this, you must first convince the buyer that you’re actually seeing things as they are. For example, when Wendy’s restaurants opened in Russia, some locals were worried that the beef might be contaminated. So they tested the food before serving it, only to discover that it wasn’t contaminated at all. The reason the food was safe to eat is because Wendy’s does not actually use any artificial ingredients in their food. Instead, they use only high-quality and fresh ingredients.
Wendy’s success in Russia proves that it’s possible to get people to try something new, even if it’s something as seemingly ordinary as beef. And it also shows that it’s important to ensure that everything about your marketing strategy is genuine. The only way to convince buyers that what you’re saying is true is by being authentic and having integrity.
3. Use marketing analytics.
The success of any marketing campaign depends on two things: target market and ad strategy. It’s easy to get distracted by the former but, without careful consideration of the latter, you’ll never reach your full potential.
To be more precise, let’s say that you’re running a campaign to promote a beauty product. You’ll want to consider how effective your strategy is through the use of analytics. Marketing analytics allows you to measure and analyze the results of your marketing efforts, allowing you to determine which strategy led to the best results and which strategy needs to be altered for future campaigns.
One of the most useful tools that you can get to measure the effectiveness of your strategy is a marketing analytics platform. These platforms keep track of consumer behavior, keeping tabs on where your target audience is coming from and how they’re interacting with your content.
Additionally, through the use of analytics, you can determine the best time to post to social media and when to pull a plug on a losing campaign. You can also use the information that these platforms provide to create more targeted and efficient campaigns in the future.
4. Test, test, and test some more.
You can’t learn enough from your mistakes. This is especially important when first trying something new. If you’re not careful, you could end up in a situation where you start with one plan and then alter it halfway through, creating even more complicated circumstances. To avoid this, it’s essential that you have multiple plans, and you test each one thoroughly before actually implementing it.
When you run a marketing campaign, it’s essential that you have a clear idea of what you’re aiming for and what you’re hoping to accomplish. Before you begin executing your plan, you should have some indication of whether or not it’ll be effective. To do this, you need to run A/B tests, or alternate versions of your plan to compare results. With A/B testing, you can experiment with different approaches, creating an opportunity to learn new things and find the most effective methods of marketing.
As you experiment with new approaches, you must be careful not to change too much at once, otherwise you’ll confuse your customers and lose trust. This is why, when implementing a new strategy, you should do it gradually. Begin with only a small percentage of your audience, testing the plan in a closed environment before expanding to the larger population. By doing this, you’ll ensure that everyone understands what is happening and there are no unexpected complications. Smaller changes can be easily reversed should they prove to be mistakes. But, if you make too many changes all at once, it could be difficult to put the previous campaign back in place without causing even more unexpected issues.
5. Be adaptable.
With the constant evolution of technology and the world of online marketing, your plan of attack should be, too. If you’re not adaptable enough, you’ll become obsolete. This is why it’s important to always be looking for ways to improve and be creative.
To give you an idea of how adaptable you should be, let’s look at the evolution of video content on the internet. In the beginning, video content was very basic – people would simply record themselves speaking and post it to the internet. As the platform evolved, so did the content. Today, video content can be just about anything, from product demos to music videos to lectures. And the content continues to evolve with each new platform discovery. If you’re not prepared for the unexpected, you could find yourself overwhelmed by the ever-changing world of online video content.
Similarly, the world of social media is constantly changing, with new platforms emerging and existing platforms evolving to fit customer behavior and consumer expectations. If you’re not prepared for these changes and you don’t have a strategy in place, you could find yourself overwhelmed by the changes that emerge each and every day. The key is to be adaptable, make the right calls, and take advantage of changing circumstances to your advantage.