A place to start to revitalise marketing
You can do all the figuring in the world, but successful marketing involves both numbers and words. The important thing is to get the words right. If you want to deliver seamless, personalised customer experiences, guess what, so are your competitors. The real challenge is turning your vision to revitalise marketing into reality faster than they do.
The term ‘content marketing’, was just a buzzword several years ago. It has now grown to be the most effective marketing strategy for small enterprises. Content marketing is something communities, and enterprises of all sizes can participate in, and experience growth, regardless of your marketing budget.
You will find content marketing is especially attractive to those with limited budgets, as it allows you to achieve desired outcomes with limited financial resources. Content is something that permeates the whole organisation, and the better it is, the better the results.
If your business is not using content marketing as part of your marketing strategy, you are missing a tremendous opportunity to communicate and grow.
Have an editor or someone with practical editing skills appraise your current website, social media and other marketing collateral. Because you have written most of your content, you can become too close to see the trees for the leaves.
The first time I used an editor, I could not believe the number of typos, spelling mistakes and grammatical errors I made. Getting the ideas on paper, was always more important to me than making them look pretty. Big mistake, presentation of anything is critical in today’s marketplace.
Revitalise marketing strategy which works for you
To be successful when it comes to revitalise marketing you need to have a well-defined plan with policies, objectives, strategies and actions which will work for you.
Are you wanting to drive awareness and push consumers to visit your website, social media or a physical location? Do you want to collect email addresses for additional marketing activities?
Now you need to determine what type of content will best help you to reach those objectives. Blog posts, webinars, video content and podcasts. There are many content formats which you can use.
The first question to answer is whether you have anything interesting to say. While others have probably already said it before, your market segments may not have seen it.
The best way to find out if your content will be of value is to ask your customers. Take a fresh look at what your competitors are doing and don’t forget to ask your employees.
Build your value and influence with customers
If you want to revitalise marketing quality photographs and videos are crucial. However, it will be the substance of the text which will make all the difference when it comes to adding value to your customers.
An easy way to make sure your content is attracting the right type of customer is by targeting keywords and search terms. Think about what your target customer would be typing into Google when they have a question about the products or service you sell before making a purchase, and then create in-depth content that answers those questions.
You have to create content which your target market segments will enjoy engaging and derive a tangible benefit. The better the value, the more customers will become your influencers and advocates.
When you publish quality content which helps your target customers solve their problems and frustrations or answer questions they may have, they will see you as an authority within your industry.
Then, when they have issues in the future, they will turn to you for the answer. When you become a recognised authority on your subject, you can leverage your position within the marketplace to influence the purchase decisions of potential customers.
Become reliable, practical, useful and helpful
When you revitalise marketing, it is essential to create an efficient and consistent content creation and publishing process. You cannot randomly publish content and expect outstanding outcomes. To make your marketing work well all day every day, you need to be consistent.
Your market becomes accustomed to your publishing frequency, and if your publishing becomes inconsistent, there will be a disconnect. The easiest way to ensure you remain consistent is to use an editorial calendar to schedule content well into the future.
While it may be difficult for you to maintain consistency as you revitalise marketing, you can also reuse, or repurpose, older content across different channels.
Digital transformation will assist in revitalising your marketing efforts, but do not try to take clunky old content, and try turning it into a best seller.
Continually monitor, review and update marketing efforts
Set up some metrics and dashboards to track your marketing activities. Content marketing is not a ‘set it and forget it’ form of marketing. It requires constant analysing and adjusting to being successful. Test as much as possible and adjust accordingly.
Use Google Analytics as a starting point. Data such as where your visitors came from, what they did while on your website, how long they stayed and how they exited are all key to identifying well-performing marketing efforts.
Numbers do not lie, so it is important to test multiple content formats because what you think might perform the best with your audience might in fact not be the best format regarding lead generation and conversions.
“Revitalise your marketing today, so in a years time you will not wish you had made the changes today”. Peter Sergeant
“Progress is impossible without change, and those who cannot change their minds cannot change anything”. George Bernard Shaw