In today’s digital marketing world, everyone is looking for a competitive advantage. Still, too often companies start off their marketing campaigns using outdated techniques. Instead of developing marketing campaigns that cater to the interests of their potential customers, too many companies are using older, “interruptive” marketing tactics, such as sending out email blasts or cold calling customers. Marketing campaigns need to be optimized for the digital world that consumers live in today. Today’s consumers are smart, savvy, and know how to search the web to find a good deal. You have to create a trust in your brand before you can even begin to “sell” your products. Here are some tips for improving your marketing campaign and getting the most out of your business.
1. Recognize That “Interruptive” Marketing Isn’t Effective
As previously stated, “interruptive” marketing such as email blasts and cold calling just isn’t effective anymore. Your cold email is going to get sent to the trash or spam folder. You should avoid immediately “selling” your potential customer on your product. Consumers today are too smart and generally don’t like to be told what to want. You have to build a trusting relationship with a potential consumer and let them come to the conclusion that your products are better than the competition. You don’t do this by pressuring your potential consumer to immediately make a purchase.
2. Craft A Content Marketing Plan
What you do want to do is to craft a content marketing plan. The first step is to figure out your customers’ interests. Do they want to know more about a particular niche in your industry? Are they trying to learn more about a specific type of product? You should start a blog or an online newsletter where you talk about these types of topics and provide general insight into your industry. You want to provide value for your potential customers—and by doing so, they’ll begin to trust your brand over time. With trust, you’ll be able to make a soft push towards your products, and your target audience will be much more receptive.
3. Utilize SEO
A great content marketing plan can’t go anywhere if your target audience can’t find your website. Make sure that you know the types of keywords your target audience is using to search for your industry online. From there, you’ll want to use those keywords in your articles and blog posts, so that you’ll rank higher on search engines such as Google. There are plenty of SEO professionals out there who can help you take the next step and really optimize your website for the best search results.
Regina Fasold is a seasoned Executive Coach and Leadership Expert. Her extensive professional background and her 10+ years of experience as a Global Executive Coach have allowed her to assist over 300 senior executives in corporations throughout the United States and in over 25 countries around the world.