Established methods in print, radio, and television are proven to provide a return on investment but these markets are saturated and many have tuned-out the advertising efforts. People simply do not want the intrusive, disruptive advertising that has been commonplace for more than a century.
New, effective campaigns use the know-how of trending strategies and platforms within the preferred platforms of the marketplace.
As per Hubspot:
- 82% of individuals doing online research before a purchase
- 78% of local/mobile searches turn into local purchases
- 51% using mobile have found a new product or company
- 21% prefer to use voice search instead of typing
This should come as an eye-opener if you’re not up-to-speed about industry and marketplace changes.
Entrepreneurs tend to start with what they’ve learned or have read. The information was actionable, at the time of publication, but we all know how rapidly things change on the web.
This doesn’t mean one should throw out their existing strategies.
Aligning marketing and advertising campaigns to emerging trends can be done so because these areas of focus have rarely changed. At the end of the day it’s selling a product/service. It’s creating a need & desire and using modern platforms to spread the message.
Don’t worry if your strategies feel outdated. They can be brought into the 21st century.
Most channels have become saturated or dominated by fierce competition. This means a solo entrepreneur will be at wit’s end trying to use channels for promotion.
The smart alternative is to let go, focus on the core business, and hand the diversification of growth channels to experts such a Red Crane Media or others which fit within your timeframe and budget.
These services allow your business to reach a broad spectrum of interested parties without the need to learn every platform to be effective.
Forget Google in this sense even though you’ve been told to avoid duplicate content.
The two things that matter:
Not all want to visit your website to read a blog post nor do they want to listen in on podcasts or follow your Facebook page for some quick video. Diversification is the key. Why do double the work with content creation when you’ve already created something great?
Rehash your content into different media formats for the different types of followers. Use Facebook live feeds, Snapchat & Instagram stories, or a budding YouTube channel to share your ideas, highlights, and updates to bring interested parties on board.
It’s like your current content marketing campaign but exploring it through what all the channels offer!
Word-of-mouth (with a twist)
Conferences and meetups have been a staple of growing a business but there’s more to it than just passing out a business card or handing out swag at a booth.
Try an interactive approach by using apps which identify participants and attendees of the event to instantly connect on social media. Or use online contests and social media check-ins. Basically – have them connecting through digital means rather than hard copy.
- Turn a lead magnet into instant gratification through in-person registries
- Play with augmented reality to share your product information and designs
- Let people contribute to a live stream, for a shout-out, but leverage their followers
These are like the activities you’re most likely doing at these events but tacking on technology to bring them to a new level of interactivity and experience.
Now it’s over to you.
It can be difficult to keep up-to-date with the everchanging landscape of the Web.
It’s easy to fall into a routine where the only strategies and methods you use in marketing are those that have been tried and tested. But by only using the established – you are losing out on what could be an amazing return.
No one is forcing you to spend entire marketing budgets on the unknown so don’t be afraid of new marketing trends.
Keep with what works but adapt to where things are going. This is how you’ll prepare for new competition while sustaining your place within your market and industry.
The only thing that matters is whether you’ll act.