Marketing is never an exact science.
Although there are common guidelines that all marketers and companies should
follow, every audience and every business is different. The best way for the
latter to interact with the former depends on many different factors and can
often change over time.
The result of this is that every
company, even the firmly established and successful ones, has room to review
and fine-tune their marketing initiatives.
Here’s a few quick and easy “biz tip
offs” that any company can apply to their own marketing endeavors, whatever
their marketing plans may be.
Opt for Original Content Over Reposts
When it comes to online marketing,
content holds the key. This is especially important to remember when it comes
to social media marketing, a major trend and powerful tool for businesses
everywhere.
As Forbes online marketing writer Jayson DeMers asks, why would a
company want to share another brand’s content when they can share their own? As
DeMers points out, research on online content marketing has shown that “created
posts – as compared with shared posts – receive far more viral reach, organic
reach and engagement than those that are simply shared.”
This, of course, does not mean that
companies should take credit for content that they did not create. Instead, it
means that companies that take the time to create their own blog posts, photos,
social media messages and so on will experience drastically improved marketing
attention as a result.
If you’re not sure what content to
create, you can still take pointers and ideas from other companies’ content. For example, if you read a breaking relevant
news article on a news website, don’t just repost it. Instead, write your own
take on the story and reference the site that you heard it from. Your audience
will appreciate a fresh voice on a subject more than they will your ability to
copy and paste.
Follow and Favorite Content Sharers
Once a company has created and
released social media marketing content to their audience, this does not mean
that they are done and can forget about it. Companies need to keep track of how
their target audience reacts to, and shares, this information.
One great way to do just this while
also gathering more followers for the company is to follow individuals who
share and repost the company’s content. As content crafter Belle Beth Cooper
explains, taking the time to show appreciation to marketing audience members is a great way to entice
them to follow the company even closer in the future. It will also help boost a
company’s reputation amongst audience members as a business that pays attention
to them and takes an interest in what they have to say.
Double Check Consistency
With any type of marketing endeavor,
online or offline, consistency is an important consideration. A lack of
consistency is also one of the easiest marketing mistakes to make without
noticing, which is why all businesses should take extra care to make sure that
they are presenting a steady marketing image.
To help companies with their marketing consistency, Bozeman
Daily Chronicle marketing writer Doug Weber advises companies to double
check that they are using the same tagline throughout all of their promotions
and a color scheme that is consistent across their brand. It is also important
that companies use the same logo, or family of logos, in each of their
marketing efforts. The more consistent the marketing, the better idea customers
and other audience members will have of who the company is and what it does.
Stop Marketing to Unprofitable Customers
At first glance this can sound like
counterproductive advice. After all, ignoring customers to chase profits is an
easy way to paint a company as cold and uncaring, a reputation that will
definitely not help marketing efforts.
But on closer inspection, this advice
proves sound. After all, if a company stops spending time and money marketing
toward customers who do not respond well to their advertising, then they will
have more resources to direct toward those customers who do.
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