Marketing

The way in which businesses market themselves to retain and attract new business has changed dramatically over the years.

Love it or loathe it businesses now need to embrace digital platforms to be able to showcase their products/services, build their brand and stay relevant in this ever developing digital era.  Traditional marketing still has its place but more than ever the customer journey starts with an internet search.

It is more important than ever that your business is searchable online because your competition will be.  People also want to be able to access information quickly, often whilst out and about, and because of this mobiles are at the heart of most of our lives.  Most of us use our phones on multiple occasions throughout the day to search for information, manage our lives, etc. and that is why businesses large and small have to make sure they can be found online and ideally have a mobile-friendly website, even if it’s fairly simple.

There are lots publishing platforms businesses can use, including:

  • Instagram
  • LinkedIn
  • WordPress
  • Blogger
  • Slideshare
  • Tumblr
  • Youtube
  • Facebook
  • Pintrest

There has been a complete evolution on how we search online.  People used to search for “hairdressers in Cheshire” but are now more likely to search for “hairdressers near me”; we expect that local information, more relevant for the individual/business.

The content you post is important, no matter what marketing platform is used, it needs to be:

  • Relevant
  • User-friendly
  • Digestible
  • Trusted

Your goals should drive the type of content you use and your audience should drive the platforms it is posted on.

The good news is that digital platforms enable businesses to utilise data-driven insights to understand your customer and fine-tune marketing strategies.

Marketing and Advertising Law

There are a number of regulations to be aware of when a business is marketing and/or advertising their products and services:

  • Regulations that affect advertising
  • Advertising codes of practice
  • Describing your product
  • Direct marketing

More information available on the Gov.uk website.


Ways to Share Your Content

Great content, no matter what platform you use to, is important to:

  • Attract attention and generate leads
  • Expand customer and audience base
  • Generate or increase online sales
  • Increase brand awareness or credibility
  • Engage an online community of users

There are a number of ways to share your content:

  • Turn a blog into a post
  • Create a how-to video
  • Go live/podcast
  • Interview someone (live)
  • Post photos or videos
  • Attach a GIF
  • Curate user-generated content
  • Use charts or graphs
  • Share relevant, helpful infographic
  • Partner with another brand
  • Organize a social contest
  • Poll your audience
  • Ask a question or for help
  • Put a meaningful quote
  • Add emojis or symbols
  • Share or retweet your followers’ posts

 

Video Content

The average consumer watches approximately an hour-and-a-half of online video content every day and 76% of marketeers say that videos have helped increase sales. 

Video is therefore a great way for businesses to engage with their audience and share information about products/services.  It also enables businesses to get across the personality of the brand, which can help your business stand out against your competitors.

The good news is that today’s technology means that videos can be produced inexpensively; video can tell a story in a clever way and can be filmed simply on a smartphone, which can even add authenticity to your message.

Platforms to publish videos on:

Instagram – perfect for:

  • Polished content in a traditional advert style
  • Short tutorials

Instagram stories – perfect for:

  • Reactive content such as events
  • Behind the scenes style content
  • Can also be used for LIVE content, which stays on a profile for 24 hours

IGTV – perfect for:
(IGTV is a standalone video application owned by Instagram for Android and iOS smartphones. It allows for longer videos compared to Instagram. While IGTV is available as a standalone app, basic functionality is also available within the Instagram app and website.)

  • Longer tutorials and video content
  • People who use Youtube to post content

 

Content is King

Great content, no matter what platform you use to, is important to:

  • Attract attention and generate leads
  • Expand customer and audience base
  • Generate or increase online sales
  • Increase brand awareness or credibility
  • Engage an online community of users

Think about what users will learn or take away from your content.

Think about micro moment for keywords, listings and subjects – think of pages and content that might start with:

  • How do:
  • How to:

What are people asking Google; what content have you already posted that performs well.

High traffic + low bounce rate = successful content

Use this as a basis for improving old posts and planning out future content.

Content Hints & Tips

Content that visitors to your website may find helpful depending on your product/service:

  • Tips and guidance on your product
  • How-to guides
  • Customer stories/case studies
  • Behind-the-scenes
  • User-generated content
  • Product announcements
  • Company announcements or milestones

Keep the User Engaged:

  • Make the content visually appealing
  • Make it easy to skim read
  • Attract them with images
  • Provide snippets of information

Measuring Impact

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic.  It lets you measure your advertising ROI (Return on Investment) as well as track your Flash, video, and social networking sites and applications.

The auto suggest results provided by Google & Bing are a goldmine of insight for today’s marketeers. As you type you are presented with an aggregated view of the questions & therefore a hint of the motivations & emotions of the people behind each search query. It’s perhaps one of the best but most underutilised sources of research for content ideas.

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