In the beginning, there was nothing. Then, one day, a sparkle appeared and it began to grow.
That was over ten years ago – in 2005 to be exact – and since then, many advances have been made in the world of digital marketing. With the help of social media and SEO, creating and distributing content across multiple platforms, offline and online has been made much easier.
Today, with the world at our fingertips, reaching out to potential customers is much simpler. The question is, can you make the same success of a small business in today’s environment? Let’s take a closer look.
Creating Unique, Personalised Content
In the pre-digital age, a brand would create marketing content such as advertisements, brochures and product sheets, and simply distribute them to publications and onto billboards across the country. Today, with the help of software like HubSpot, creating and distributing content to a wide audience is easier than ever. Not only can you do it effortlessly from within the app, but you can also engage with your audience through bespoke, curated content.
When we consider the world’s largest and most well-known brands, it’s clear to see the appeal of this streamlined approach. With unique content for each platform, it’s likely your customer will visit your website, download your app, or pick up your newspaper on their way to work.
Consider the success of the American clothing brand Levi’s. Known for making clothing that lasts longer, look better, and perform better than most other brands, Levi’s has a long history of setting the standard in men’s wear. Today, Levi’s uses social media to keep their fans up to date with the latest products, styles and offers. Through posts on Instagram and Twitter, as well as YouTube videos, we are treated to look at everyday life in the office of Levi’s – from dressing up in their fascinatingly colourful patterns to hanging out with their co-workers.
Similarly, Nike relies heavily on social media to maintain a relationship with their customers. As well as using their blogs and social media to communicate with fans, Nike distributes occasional and special edition products via social media channels. For example, in May 2018 they launched a footwear collection, titled Air Max Day, to commemorate Louis Armstrong’s 105th birthday. The American football player, Peyton Manning, was chosen as the face of the collection and he posted a series of videos on Twitter, explaining the reasoning behind his selection.
With the world shifting to a digital sphere, there is a wealth of opportunities for content creators to reach a broad audience. Platforms like YouTube and Instagram provide marketers with the ability to create and curate content to a precise audience.
Marketing With Videos
While still in the early stages of development, marketing with video is set to become one of the most effective ways to reach your audience. Thanks to platforms like YouTube, where anyone can post a video content, and TikTok, which is a combination of YouTube and social media, marketing with video has never been easier. Especially considering that video can be more effective when used in combination with other forms of marketing. For example, a video marketing campaign can be used to introduce a new product or service, engage with customers and build credibility.
According to HubSpot Blogs research, 66% of consumers have watched video content to learn about a brand or product. Furthermore, videos allow consumers to visually perceive the qualities and benefits of a product or service, as well as provide a deeper understanding of those attributes. In other words, videos make your product or service more relevant and accessible to the audience that you’re trying to reach.
Consider American clothing company Abercombie & Co, which designs exclusive tartan prints for men and women. Since launching in 2011, the company’s Instagram account has over 500,000 followers and the majority of their content is driven by videos. With a mix of classic fashion and fun, quirky videos, you can clearly see why this brand is so popular and effective on social media.
In the beginning, there was nothing. Then, one day, a sparkle appeared and it began to grow.
That was over ten years ago – in 2005 to be exact – and since then, many advances have been made in the world of digital marketing. With the help of social media and SEO, creating and distributing content across multiple platforms, offline and online has been made much easier.
Today, with the world at our fingertips, reaching out to potential customers is much simpler. The question is, can you make the same success of a small business in today’s environment? Let’s take a closer look.