The goal of any marketing strategy has always been simple, i.e., reaching the right customer to grow your business. But this simple task at times can devour thousands, if not millions, of dollars in the process and still not achieve desired results. Experts believe an American, on average, is exposed to 4000 to 10,000 advertisements each day, which is why grabbing their attention has become extremely difficult. However, that doesn’t mean that marketing is no longer effective. Instead, the need for effective marketing is more than ever in today’s digital landscape. The right marketing strategy can grow your business faster than you may think. That said, here’s a list of 7 strategies that will always pay off and build your brand in the long run.
Social Media Marketing (SMM)
It wouldn’t be incorrect to call social media the single biggest disruptor from a marketing perspective. Some businesses have been built entirely on a robust social media strategy only. The channel provided companies that could not compete against large corporations with big marketing budgets the means to reach their audience. The penetration of social media globally is immense. According to Statista, it is now used by 91.9% of marketers in the USA in 2021.
Besides promoting products and services, SMM allows businesses to communicate with customers, collect feedback and resolve problems quickly and cheaply. However, this enhanced interaction also creates challenges and the need to use social media to manage PR risks effectively. Hence, it is equally essential to learn to design a robust communication strategy for risk mitigation. To quickly skill up, marketers can use leverage distance learning opportunities. For instance, completing communications masters programs online can enable professionals to design good strategies to manage PR risks and create a more accurate, positive brand image via content sharing. These skills are vital to maintaining the company’s image in a business environment when any mishap can go viral and lead to catastrophic results for the business.
Build a Google My Business (GMB) profile
Whether you are a new entrant or old business, small enterprise or large corporation, a Google My Business profile should be among the first things to set up. It may seem trivial, but GMB can do wonders for your business’s marketing efforts. It allows consumers to search about your business on Google. Your profile should include all necessary details such as business name, map directions, working hours, Google reviews, and a brief description.
In addition to that, GMB combines all Google platforms, including G+ profile, Google Maps, Reviews, Google Analytics, and Google insights, etc. A GMB also profile provides credibility to a business and increases visibility by ranking higher in local search results. The best part is, this fantastic service is FREE, which can significantly increase the ROI on your marketing activities, especially if you have a limited budget and a website that isn’t as SEO-friendly as it should ideally be.
Influencer marketing, though not new, has become a buzzword in recent years, with Instagram emerging as the most effective platform with over 550,000 influencers on the network. IM has been one of the most profitable ways of promotion, with $6.5 revenue generated for every $1 spent. Therefore, it makes complete sense to tie this in with a robust SMM strategy.
Research suggests that 81% of people go online to seek reviews about products and services before purchasing. Thus, celebrity endorsement plays a big part in one’s decision to buy something. IM has disrupted some industries like tourism and lifestyle and is expected to reach $13.8 billion by the end of 2021.
SEO is all about optimizing your website and content in a way so that it gets ranked higher in organic (unpaid) search results on search engines like Google, Bing, and Yahoo. People commonly mistake SEO as a one window solution to all marketing-related activities. That’s not the case. Instead, it works best in tandem with other branding and promotional activities. Some of the integral facets of SEO are these three:
- On-Page SEO: This incorporates the use of keywords, titles and sub-titles, meta-descriptions, optimized URLs, and modifiers, etc., in web content to make it more crawlable and relevant to target audiences’ search queries.
- Off-page SEO: People usually consider it limited to the creation of backlinks only. Backlinks are essential, but it depends on how well a business utilizes different social media platforms by running campaigns and engaging customers.
- Technical SEO: This refers to improving technical aspects of a website to improve indexation results in Google search.
Research shows that businesses that use blogs to guide and educate their customers about their products and services receive 67% more leads than those without blogs. Another study shows that marketers are 13x more likely to generate positive ROI by putting out quality content on the internet.
Having a dedicated page for blogging allows businesses to add their personality to their material and build a closer relationship with their customers. Besides, blogs are a valuable digital marketing tool that brings more audience to your website, enhances domain authority, generates backlinks, and drives traffic to your website. In other words, they’re integral for an SEO strategy to be effective.
After SEO, blogging, and other branding activities, pay-per-click (PPC) can be the next best step to grow your business’s awareness and rake in more sales. With Google’s global share of over 80% in the market for search volume, this investment can pay well for your business.
Three key reasons that make PPC so effective include: Its reach and breadth in online tools, cost-effectiveness, and adaptability according to markets and audiences. However, you must ensure you have the right SEM tools and infrastructure in place before investing in Google Ads. Some must-have SEM tools are SEMRush, Google Trends, Spyfu, and Google Ads Keyword Planner.
Video is now undisputedly the most widely consumed form of content on the internet. People prefer to see a tutorial or watch videos over reading when looking for something. Results of data from 2019 show that people, on average, spend 6 hours and 48 minutes watching videos online, which has increased by 59% from the time spent in 2016.
YouTube alone has more than 2 billion monthly logged-in users. This figure doesn’t include those who watch videos without creating an account. About 74% of adults in the US use it. A study conducted by the Aberdeen Group showed that companies that use video content for marketing experience 49% annual growth than those who do not use it. Thus, posting video content is a must, especially when you want to reach younger generations glued to their screens round the clock.
Though the importance of the above seven strategies may vary from one business to another, these are tried and tested formulae for success. And the internet is littered with statistics to testify in their favor. The importance of an established online presence will only increase in the future, given the new norm after the pandemic. All of the strategies above allow businesses to collect accurate data about their customers and drive actionable results. Data is the “new oil,” hence you must leverage it to target, retarget and reposition their brand in the most optimal way to boost your growth.