2022 Advent Calendar: Marketing Tips Edition
The holiday season is upon us and that can only mean one thing... time to start handing out presents! So, here's our gift to you. 25 marketing tips - 1 for each day of advent. You may already be using lots of these in your marketing planning, but it's always good to have a refresher. On the other hand, there may be a few new ideas here that could transform your marketing activity in 2023.
Audience is key. Get to know who your audience are and keep them front of your mind through all your activity.
It's all about visual appeal. Our brains process visual images 60,000 times faster than words (according to MIT scientists). Sharing visual content will get your audience more engaged.
Your visual brand is important. Building and sticking to a bold and recognisable brand can reinforce your professional reputation.
Set marketing goals. What do you want to achieve out of your activity? It will give your marketing direction and will make it measurable.
Tell a story. People don’t just buy into products; they buy into the story. Remind your audience how your product or service will benefit them, not just how shiny the product is.
Outline your USP (unique selling point). What makes you different from your competitors? Why should potential customers buy from you over other businesses?
Consistency is key. Outline what you plan to put out, whether that’s a quarterly, monthly, or weekly newsletter, or posting 3 social media posts a week, and stick to it. Allow your audience (and the social media algorithms) to get used to seeing new content from you.
Employee advocacy goes a long way. Getting your colleagues and employees engaged with your activity can grow your audience, boost your stats, and increase your reputation.
Jump on a bandwagon. If everyone is talking about something, there might be a way to make it relevant to your brand too.
Reuse and recycle content. Make sure that you are using all your content to its full potential. If you create a blog, make sure you’re creating social posts to go with it, maybe you could create a downloadable version, or you could reframe your content and create a press release.
Don’t forget to remind people how they can buy from you. Using a call to action like ‘drop us a message' or ‘call us today’ will direct potential customers to access your products and/or services.
Don’t set unrealistic objectives. Determine what’s important to you and your business and focus on that. Just because a competitor is posting 15 times a day on Twitter, that doesn’t mean you have to. They probably have a team of people responsible for doing just that and if you don’t have the luxury of all that resource, don’t try to compete. You can make steps toward your goals in other ways.
Keep an eye on industry trends and see how other businesses are using them to their advantage. Not all trends are going to work for you (in fact some will be completely unsuitable, no doubt), but many will.
Do your hashtag research! Check out who's using the same hashtags as you, and see what kind of content they're posting, so you can get a sense of what users are looking for when they see those hashtags.
Don't be afraid to experiment! It's okay to try something new and get it wrong, but to find out, you need to give it a go. You might surprise yourself!
Ask yourself if you are adding value to your audience. Are you answering a burning question, sharing a tip, offering an incentive, or inviting them into your community?
Google released a study showing that 47% of all online activity occurs on smartphones and tablets. If your website isn't optimised for mobile devices, then you're missing out on potential customers.
Don't forget about customer retention. It's much easier to keep a customer than it is to find a new one, so make sure you have a plan to stay close to them. Examples include regular updates and newsletters, how-to guides, discount/promotion codes, granting early access and customer surveys.
Nurture brand advocates. Purchasing confidence improves when the decision-making process is supported by a positive review or honest user experience. If you have customers that are happy to share their positive experiences, encourage it, and share their feedback for all to see. This might include incentivisation or simply the invitation to join in conversations via a branded hashtag.
Build strategic partnerships. Collaborations with industry peers or brands that offer complimentary products or services can be a great way to reach a wider audience and strengthen your core messages. Proceed with caution and make sure the partnerships make sense to your target market, but successful relationships can be a great marketing tool.
Have you considered diversifying? We're not suggesting you tear up the plans and start afresh, but exploring complimentary products and services that are aligned with your current offering could provide a great new revenue stream.
Maximise networking opportunities. You need to be visible to sell your products and services. Whether that's online or in person. Any change you have to share your message, talk to a potential customer or demonstrate your expertise in your industry should be snapped up.
Monitor your analytics and keep tweaking. By regularly checking on the results of your marketing activity and identifying what's working and what's not, you can make informed decisions about what to do next. Don't neglect the data that's available to you - you'll end up wasting time and money.
Get your data organised with a CRM. Don't leave things to chance and hope you can remember interactions between you and potential customers and partners. Keep everything in one place - in your CRM. You can effectively segment data for targeted campaigns and record important information.
Remember there's no magic formula. Every business is different and so is its target market. Therefore, you can't expect your successes and failures to mirror other businesses and you should accept that there will be trials and errors along the way before you find your own recipe for success.
Hopefully these 25 tips will give you some food for thought. If you'd like some help with your marketing and communications, book a call to see how we could support you.