When it comes to marketing, nothing stands still. Just when you think you’ve seen (and heard) it all there’s always something new to keep your attention.

While the methods of marketing may change, the need for marketing remains. After all, if we’re not aware of your product or service then we can’t be expected to know about your business.

But just because the methods may change doesn’t mean that all forms of marketing are created equal. Depending on your industry, the style of marketing you’ll need may vary but there are some basic best practices that can be followed to ensure that you’re always using the right approach.

Focus On One Platform

Many businesses operate in a silo mindset, focusing on just one platform rather than looking at the big picture. While it’s important to have expertise in the platforms you use, you shouldn’t limit yourself to just one. What’s more, trying to be everywhere all at once is a recipe for disaster. Your customers will flee in fear of being spotted by a clever hacker or worse, a well-meaning social media manager who decides to repurpose their content for another platform. That’s a lot of lost sales and potentially costly lawsuits.

The idea behind focusing on one platform is to ensure that you’re expert in the platform and that you have all the tools necessary to create and distribute content effectively. To start, make sure that you have a social media platform that is tailored to your target audience. If you can’t answer “yes” to the question: “Is this the platform your ideal customer uses to connect with your brand?” then it’s probably not the right choice for your business.

Avoid Free Blogger Accounts

If you’re looking for a free blogging platform try and avoid using a free blogger account. There are so many reasons why you shouldn’t but let’s just focus on the most important one: security. Free blogger accounts are rarely, if ever, checked by security experts to ensure that they’re not infected with viruses. As a result, you’re opening yourself up to a world of hurt.

But you don’t need to pay for a blogging platform to avoid this issue. Instead, find a reputable company that offers a reputable blogging platform with all the basic functionality you need and avoid any freebies.

Avoid Undesirable Activities

Anything that brings in extra revenue is, generally speaking, a good thing. However, there are ways in which you can increase your operating cost without even knowing it. One way is to indulge in activities that aren’t actually related to your business. For example, running ads on inappropriate sites, getting involved in affiliate programs with questionable vendors or spending too much time on social media instead of getting work done.

To avoid these costs, don’t get involved in activities that aren’t related to your business. This will not only help you keep track of your costs but it will also help maintain focus on what’s important to you as a business owner.

Use Email Marketing To Build Relationships

Remember that old saying about familiarity breeding contempt? Well, it’s true. When you’ve been in business for a while and you’ve established a good reputation, your customers may begin to see you as the enemy. This is especially dangerous when you’re facing a growing competition.

This is why it’s so important to keep in contact with your customers via email. Even if they’ve been loyal customers for a while they may start to see your every move as an indication that you’re out to get them. This is why establishing and maintaining good relations with your customers is so important.

Emails are a great way to keep in touch without appearing too familiar or like you’re trying to sell them something. They can also be used to announce special offers and discounts, new products and events. Most importantly, they can be used to provide useful information to your customers about your business.

Don’t Be Fooled By The Hype

There are so many “gurus” and “experts” who can spin amazing stories about the power of social media and the necessity of having a website. While marketing on social media can be effective, it can also be overhyped and even counterproductive if not approached properly.

For example, a lot of small businesses try and utilize social media to attract customers but neglect to actually engage with those customers. They may pay for adverts but don’t put in the effort to create a community. Without a community, there’s no use in paying for social media adverts anyway. Create a space for people to come together, share useful information and, most importantly, engage with your product or service. If you can do this you’ll be able to harness the power of social media to grow your business.

Use Video Marketing To Get To The Point Quickly

People love to learn new things and those with an interest in your business may be more likely to learn about you via video content than text content. If you’re just getting started, it may be a good idea to try and utilize video content to gain attention and establish your credibility. After all, few things are more attractive than a quick, engaging video that highlights your business’ key offerings.

Once you’ve established yourself as an expert in your field you can move to more traditional forms of content like blog posts or infographics that provide additional details or give a more in-depth look at your industry.

Use Different Channels To Reach Specific Audiences

When it comes to marketing, there are numerous platforms and multiple ways to connect with potential customers. However, not all channels may be appropriate for your business or product depending on who you’re trying to reach. For example, if you sell organic food then marketing on a platform that specializes in videos of food styling may not be the best idea.

Instead, look for channels that are more tailored to your target audience. For example, maybe you’re a wellness company and you’ve noticed that people are more likely to engage with content on social media relating to health and fitness. So, if you want to reach this audience then consider using social media to promote your blog posts or other content relating to health and fitness. The same goes for videos. If you’re a company that primarily operates in an industrial setting then videos showcasing the product or the people using it may be more appropriate than, say, a cooking channel.

Keep Your Ear To The Ground

With the exception of a few holdout businesses still operating in analog, there’s simply no avoiding the internet altogether. This means that customers can find your product or service – and your competitors as well – at the click of a button.

To stay ahead of the competition you need to be constantly monitoring what’s going on around you. This means that you need to be listening to your customers via surveys, analyzing social media, analyzing web traffic and keeping abreast of market changes and trends. Never, ever, stop learning.

The key takeaway from this article is that just because the methods of marketing may change doesn’t mean that all forms of marketing are created equal. It’s important to have a strategy and to use the right tool for the job. If you can incorporate some of these tactics into your marketing plan you’ll be able to effectively grow your business no matter what comes your way.