In marketing, as with many things in life, it can be very easy to get into a routine that can become a rut. You develop some content, maybe schedule some ads, do a few other things, and repeat.
The problem is, to keep marketing effective, you need to change now and then. That’s especially true in the digital age, when the platforms you use, and the search engine your customers use, can change their rules at any moment.
This makes it all the more important to keep an eye on what’s going on and to try some new strategies. If you’re not sure how to get started, here are five options to consider.
1: Switch some marketing away from digital
Marketing in the digital realm probably won’t go away completely, but people are getting tired of digital ads. Most of us spend a lot of time in front of screens these days, and seeing ads pop up gets old pretty fast.
That makes this a perfect time to consider other options.
Direct mail is the most obvious choice, particularly now that people are staying home more. You could send a flyer or catalog, or keep it simple with a postcard. People are more likely to at least look at their physical mail, even if most of the time it then goes to the recycle bin, making this a step up from some digital ads.
You could also get more creative and try giving out bumper stickers or T-shirts to advertise your business or product. You might not reach as many people, but the ones who see the sticker or shirt will be more intrigued than they would be by an email or Facebook ad.
2: Explore new social media options
You’ll also want to keep some kind of digital media presence, but you might want to consider which platforms you’re using. Facebook may still get you some leads, but people are getting increasingly tired of it, so you should check out alternatives.
LinkedIn might be a good starting point if you’re not already using it. You can use ads to get decent leads from it, and while the cost is higher than Facebook, the click-throughs are often better quality.
You could also look at Instagram, particularly Instagram Reels. Reels are prioritized by the algorithm, so if you’re on Instagram, make sure you’re creating Reels.
And don’t forget Pinterest, Twitter, Snapchat, and TikTok. Just don’t try to do them all at once. Start by adding a new one and go from there.
3: Take meaningful action
The past year and a half have brought up a lot of social issues for people, with the result that consumers value a company’s values and purpose even more than before.
But these values can’t simply be a talking point. Consumers want to know that you’re also taking actions to support those values, whether it be donating some proceeds to a cause that aligns with those values, or contributing physical products to those in need. If you’re not doing this yet, it’s well worth considering.
4: Automate where possible
Managing marketing campaigns and content can be extremely time-consuming, which is why you should look into automating as much as you can.
The good news is, you have lots of options these days for tools to use, such as HubSpot, Mailchimp, and Constant Contact, to name a few. These products allow you to reach out to your customers across social media platforms, email, and SMS while keeping the process very efficient.
They also usually offer options for personalization, which improves the customer experience without requiring additional effort on your part.
5: Make explainer videos
Finally, one thing that hasn’t changed is the popularity of short videos, and a great option for those are explainer videos.
These are exactly what they sound like – videos that explain something about your business or service, preferably in a light way, with some humor. Even better, since these are meant to be short, you can break down talking about what you offer into multiple videos, giving you more ways to reach people.
Take a chance on something new
As much as you might be attached to your current marketing strategies, it’s never a bad idea to give something new a try. It gives you the opportunity to learn and branch out, and you may find that your customers and prospects like the new approach better. And even if they don’t, you’ve still gained valuable information and can use that moving forward.