Marketing strategies are changing exceptionally fast, even for professionals. It isn’t that the basic principles of marketing are different; marketing has always been about connecting with a target consumer. However, the rules of engagement have forced businesses to adapt and shift from standard ways of thinking. We used to admire our freshly printed business cards, mail out 10,000 postcards and pitch a stake with promotional signage like we were about to conquer the world. It’s a little more complicated than that now.
Digital has Become Everything in Marketing.
Even what composes a digital marketing strategy is rapidly evolving. There was a time when just having a website was innovative. Now, a website alone is the equivalent of a brochure quietly sitting on a storefront display. The key mindset has shifted towards being proactive and engaging.
The available formats, tools and online social platforms are bustling with activity. Trends rise and fall, algorithms change constantly, SEO rules fluctuate endlessly. It can be frustrating when compared to the steadfastness of former marketing strategies – when for decades, the industry functioned in a predictable fashion.
The Opportunity to Engage
None of this is said to be discouraging towards any marketing efforts. It is an exciting landscape, even when challenging. We have more opportunities than ever to introduce our businesses to the marketplace and to become a measurable presence.
That said, knowing where to invest your time, money and energy is critical. You cannot do everything, so instead, you should work smartly and efficiently. Here’s just a few low-hanging fruit strategies:
1. Focus on Enhancing Your Own Existing Content
You already know what your business is, and you have a substantial amount of content built into your existing library of materials. Being able to repurpose your content into beautifully written, clear, and informative bites of material is a starting point for distributing it through various channels.
Rather than being consumed with crafting a clever new angle, try revisiting what you already have. How can you leverage it and turn it into repurposed, ready-to-go social content, blogs, videos, podcasts, etc.?
2. Use the Right Tools & Platforms for Your Business
There are endless ways of connecting with your target market. Rather than diluting your resources (and spreading your budget thin) by managing ten different platforms, pick two or three. Start by determining where your target audience spends their time online. Learn what kinds of content will best resonate with your audience on those channels.
Every platform has its own set of best practices that, when applied, can increase the visibility and effectiveness of your content. Those tricks come with experience. Hence, becoming an expert in a few platforms is far more attainable than trying to be effective in many.
Do you need videos? Do you need graphics? Do you need content writing? Build your content strategy to become more proficient in these and improve your quality – which will give your audience more reason to tune into your message.
3. Ensure You Provide Clear Actions
Within the ecosystem of your marketing messaging, make sure you are providing pathways that funnel towards your offerings. What is the top action you want your audience to take? If you do not know the goal of your content, you are likely to miss when delivering it.
Sit down with your content, simplify your message, make the actions clear and figure out how to deliver this consistently.
4. If You Are Overwhelmed, Outsource Your Strategy
You can only do as much as you can do. You cannot wear every hat in an organization and expect to keep up. Even within small or medium size businesses, maintaining your status quo operation means that extra responsibilities can become taxing. Marketing is an investment in time if you intend on consistently delivering a quality message.
There are cost-efficient, fixed-budget solutions that can manage the complex ins-and-outs of a marketing strategy with your input and on your behalf. Managed Marketing is a method of outsourcing that provides an organization with a team of experts in every aspect of marketing.
5. Lean Into the Future
There are still organizations resistant to change. It is true – the landscape of online marketing can look chaotic and confusing. Regardless, that is where your audience is; people are connected to their devices. If you are not on the field, you are not in the game.
If you don’t know where to start, begin with taking an aging website and work on your core content. It’ll kick start new ideas, and it’s a signal to search engines (like Google) that you have stepped on the field (meaning, better SEO and search rankings) and your audience will notice it too.
Mtek Digital offers Managed Marketing Packages to Our Clients
We are an MSP business, but we also have a flair for marketing! As SMBs are focused on running their business, they seldom devote enough time to promoting and growing it — and often, they lack the marketing savvy and skillset to do so. With our experience and training, we have learned a few things about websites, social media, search engines and consumer behavior. Our Managed Marketing Services will connect you with your audience at the right place and the right time.