Marketing is all about reaching out extensively to people and let them know that you exist. And if you are a contemporary marketer you are probably deluged by the number of marketing practices and channels available in the market right now.
With plenty of options, there is, even more, the burden of thinking and targeting the customers through the appropriate marketing channel.
Thanks to technology that marketers no longer require to rely just on three conventional marketing channels- television, radio, and print. The era of digital marketing has opened new arenas for businesses to come forward with their own best marketing practises and reach out to the customers.
Since 2017 has witnessed a lot in terms of technology, a few marketing trends have also picked up from here and will be ruling the markets in the coming year as well. Those days are long gone when one could just hide away by copying content and sending it to their customers.
Now that Google has its extensive research tools and analytics platform, marketers are much more vigilant and aware about their marketing insights.
So, basically, companies are finally getting to know what’s working best for their businesses and adapting further marketing practices based on it.
“We are listeners now. There's no way to keep up with consumers. They can travel up and down channels so fast. We need to make sure we're a part of the conversations they're having.” — Chris Paradysz, co-CEO at Paradysz
The advent of 2018 is sought to bring even more changes and improvements in the business practices of market competitors.
In this race, all the businesses will have eyes on their buyers and focus their energy on conversions.
So, if you are forming strategies and thinking of new ways to reach out to your customers with your brand, here are 3 best channels that will help you talk to your buyers in 2018:
Focusing on content is the kind of tactics that never goes out of date. And content marketing encompasses a large variety of tools and practices along with significant strategies.
Content marketing not just revolves around creating high-quality content, though it is one of the most crucial parts of it. It also comprises of distributing valuable, relevant, and consistent content to engage and retain a clearly targeted audience —and, ultimately, to drive desirable and profitable customer action.
In other words, “Content marketing is the gap between what brands produce and what consumers actually want.”
According to a recent market survey, content marketing can generate up to 7.8 times more site traffic and has proven to boost customer engagement to a much significant level for businesses.
This means that the scope of content is not just limited to blogging and creating posts. Though it can be a great initial start, businesses need to understand their audiences well before starting to create content for them.
A market research is a must before you start creating content so that you come to know about the preferences of your target audience. Once you get a picture of your audience, you can customize your content for increased profits and building relationships with the customer.
Andrew Davis has correctly said, “Content builds relationships. Relationships are built on trust. Trust drives revenue.”
Content marketing is not only an effective way to drive revenue but also a cost-effective form of marketing for your business. Statistics suggest that it can cost up to 62% less than other forms of advertising while generating up to three times as many leads.
For a regular marketer SEO must be a familiar word, but if you’re laying on hands-on marketing tools and practices, SEO is the acronym for “Search Engine Optimization”.
So basically, SEO is the process through which businesses get traffic from organic sources such as search engines like Google.
SEO, in other words, is the backbone of a marketing campaign. Jill Whalen says, “Good SEO work only gets better over time. It’s only search engine tricks that need to keep changing when the ranking algorithms change.”
Search engine optimization and content marketing both go hand in hand. Content once created needs to be advertised and publicized through SEO to let people know about it. It is an excellent cost effective measure that not only boosts the content created but also increases its value in the eyes of the customer. Voice search can also be a game changer for you.
Consider, for example, most of the online shoppers check reviews before buying from a website. So, unless you’ve worked strategically for your SEO chances are that you’ll lose a lot of your valuable customers.
“On a broad scale, I see SEO becoming a normalized marketing tactic, the same way TV, radio, and print are traditionally thought of as marketing tactics.” – Duane Forrester, Senior Product Manager, Bing
To begin with SEO and voice search, you need to know your keywords and incorporate them into high-quality and eye catching content for your audience.
Phil Frost has correctly said, “Successful SEO is not about tricking Google. It’s about partnering with Google to provide the best search results for Google’s users.”
3. Advanced Messaging
Messaging reaches out extensively to people through various digital marketing channels such as facebook, twitter, chat bots etc. Facebook Messenger, on-site chat, and other messaging platforms, like Slack or WeChat, are good ways to initiate a chat with the customer but if you are planning to take your marketing game high with automation, it is time to deploy chat bots for your business.
Chatbots basically help you manage things on the back end such that it is easier to determine which human might be able to respond to a particular question or issue asked by the buyer.
This kind of message practice enables buyers to open up to your business and ask questions in their initial phase when they might not feel too comfortable to call you.
Similarly, by enabling this messaging facility on other platforms you are opening platforms of conversions for your business.
Different marketing channels have their own impacts on the customer. The coming future focuses on these marketing channels that have the power to catch the customer’s attention and also assist to their needs as they move down the sales funnel. The ultimate focus needs to be on the customer and what they want from your band.
Gaston Legorburu, Chief Creative Officer at SapientNitro, correctly emphasises this point,
“Making your customer the hero of your brand’s narrative landscape empowers them. Brands that serve the needs of consumers naturally become part of their stories—and who better to tell your brand story than a hero?”
So, talk to your buyers and let them be the hero of your success stories.