If you’re looking to take your marketing to the next level then you’ve come to the right place. You’ll learn how to use online, mobile and social media platforms effectively to grow your business and brand.
Why These Platforms Are the ‘New Normal’
The rise of digital disruption has made all traditional marketing methods obsolete, and in turn, created a whole new digital sphere of influence. While it’s still early days, the data shows that marketers are making a swift shift to embracing new media channels and integrating them into their strategy.
According to HubSpot Blogs research, 49% of marketers plan to increase their digital investment this year compared to 28% who plan to reduce it. What’s more, 81% of respondents plan to increase their mobile marketing investment, and 77% intend to increase their social media marketing budget.
Emerging research from the Chartbeat Blogs states that consumers expect brands to have a strategic approach to marketing across all digital platforms, not just one or two. In other words, consumers no longer accept traditional marketing practices that might favor one channel over the other. This is why you need to approach your online, mobile and social marketing efforts as a unified strategy, not as separate projects.
The Changing Face of Marketing
Whether you’re a small business owner, entrepreneur, or marketing consultant, you’ll be facing an ever-evolving marketing landscape. Here are just a few of the changes to know about:
- Online marketing is changing: While the internet has always been a place for marketing, it’s not always been a friendly place. According to HubSpot Blogs research, consumers now expect brands to have a presence on social media platforms like Twitter and LinkedIn. Additionally, video content is becoming more important, with 58% of consumers stating that video content helps them identify brand messages better than text-driven content.
- Mobile marketing is changing: Again, while mobile phones have always been a part of marketing, consumers expect more from brands now. According to HubSpot Blogs research, consumers are twice as likely to remember a mobile marketing campaign than one implemented solely on the web. Additionally, mobile marketing allows you to target individuals based on their location, which helps increase the precision of your ad campaign. This, in turn, helps boost revenue and engagement.
- Social media marketing is changing: Just as mobile and online marketing are evolving, so is social media marketing. According to HubSpot Blogs research, consumers on social media platforms like Facebook and Instagram are twice as likely to engage with an ad as one displayed on a typically more traditional marketing channel like a billboard or magazine. So, while you might start out using social media as a way to gain support from customers, you’re eventually going to use it to drive sales.
- Video content is changing: Consumers are wanting to learn more about your product or service. So, if you want to increase your revenue, build a reputation, or gain brand support, you’re going to have to provide some form of value to consumers. According to HubSpot Blogs research, consumers want to learn about products via video content or other visual material, as opposed to consuming text-based content.
- Interactive content is changing: Consumers want to engage with brands. So, if you want to attract, retain, or gain support from customers, you’re going to need to provide them with something valuable. According to HubSpot Blogs research, consumers are twice as likely to remember an offer or a promotion when it’s accompanied by other forms of interactive content like a game, blog post, or survey. So, in other words, you can’t simply rely on text-based content to gain support from customers.
How To Approach Online, Mobile, and Social Media Marketing
So, you want to take your marketing to the next level? How do you go about doing that? You start by answering these questions:
- Where do I start?
- What platforms should I use?
- What content should I create?
- How should I create it?
- What metrics should I track?
- How can I measure the success of my campaign?
- What next?
Let’s take a look at each of these questions.
Where Do I Start?
Just because the internet is a place doesn’t mean that you have to limit your marketing efforts to one channel. In fact, as we’ve established, consumer expectations have evolved, and so has their treatment of brands on different channels. Your first step should be to identify the platforms that you and your customers use most often, so that you can prioritize your efforts.
It might be that you have a small social media following on platforms like Twitter or LinkedIn, but you also have a large audience on platforms like YouTube or Instagram. In these cases, you might want to devote more time to one channel over the other, for best results. Additionally, identifying your dominant platforms will help you develop a clearer picture of your target audience and what they value most in your marketing messaging.
What Platforms Should I Use?
The next step is to consider what platforms you and your customers use most often. This includes everything from email to apps and websites. Once you have that list, you can determine which platforms should you invest in, based on the findings from your previous research.
One thing to keep in mind is that while you might be able to secure a significant audience on one platform, that doesn’t mean that your content will be successful everywhere else.
It might make sense to invest in Twitter, for example, if your target audience is largely engaged with the platform and you notice that your messages are often shared and responded to. Investing in YouTube might be a better choice, if your target audience is more interested in learning about your products or services than engaging with you directly.
When selecting new platforms to incorporate into your marketing strategy, bear in mind that not all social media platforms are created equal. Some work better for brand awareness, while others are more suitable for engaging with an audience and driving sales. When developing your strategy, you need to pick the platforms that you think will allow you to best reach your customers, and don’t forget about the ones that you know your audience loves the most.
What Content Should I Create?
Once you have your target audience pegged, you can determine the types of content that you should create.
From Product Spotlights and Case Studies that demonstrate the features of your product or service to infographics and blog posts that explore trending topics related to your industry, the list is endless. As a marketer, you should be armed with a steady supply of content that you can use to attract, engage, and multiply the effects of your marketing campaign. While some content might work for your target audience on one platform, it might not do so on another.
- For example, a blog post might work great for consumers on Twitter, but those same consumers might not search for the content frequently enough to generate much interest on Google.
- Additionally, you want to make sure that the content that you create is of a quality that will “trick” Google into thinking that you’re an expert in your industry. Create content that is useful, interesting, and well-written to engage with your audience.
The following guide will help you create high-quality content that won’t hurt your SEO. Use this checklist to ensure that each piece of content that you put out is up to par: