Have your marketing tactics changed in the last 5 to 7 years? If not, then you should get up to date on some of the new digital marketing techniques available.
Being classically trained in marketing, I know that some of you are probably having difficulty embracing the “new” marketing. It really isn’t all that difficult. Just don’t get overwhelmed. Keep trying new things, test, and see what works for you and what doesn’t. But, above all, be patient. Here are some tips to help you get started:
- Your products and services are more important than ever. Social media like Twitter and Facebook, review sites like Yelp, and even industry blog sites where your products and services are mentioned should be monitored closely. Products and services are under a microscope these days. So, you should deliver the best you can at every touch point. You really can’t take down a negative comment. But you do need to address any comments, whether positive or negative. Embrace the negative comments and learn from them. Negative comments will help you to improve your products or put new processes in place to better serve your customers. Learn from your mistakes. So join the digital conversation.
- Integrate your work group to be effective. I’m sure in most established companies Marketing, PR, and IT are all separate entities and rarely communicate with each other. To be effective in today’s marketing climate, all of those groups should be integrated and communicate regularly. Provide each other feedback and share knowledge and data about customer interaction with your company. In other words, break down the silos within your company.
- Data, data, data. Understand your digital. Understand your data. Understand your customer. Gathering data can be as simple as using Google Analytics or doing a search on the Internet. But, know what people are saying about you and your company. Know your customer’s buying habits. Find out what they look at, read, review. Distill down the data from your various marketing channels such as SEO, email, banner ads, loyalty programs or subscriptions. Determining the cost per channel will help you make more intelligent decisions on the best channels for your company’s prospects.
- Test. Test. Test. Making a headline change in a blog article or online press release can make all of the difference in the world as to how many people will share your information on the various social media sites. Use adaptive design techniques to personalize information for each individual. Track what people are viewing and provide them the information they want.
- Content is king. Hire the right individuals for your organization. You will need people who can develop content. Provide value to your customers. Provide ebooks or definitive guides about your products and services.
- Push the boundaries. Be passionate about your products and services. You need that passion to drive the customer experience.
