Let’s say you have it all worked out: a marketing campaign that makes use of online and offline channels, a user-friendly website, an email list with thousands of names on, and social media pages that churn out posts every daily. However, even though you’re making use of several marketing techniques just like everyone recommends, you don’t seem to be getting the responses you expected. Engagement is low, sales are so-so, and your customer base doesn’t seem to be growing.
If this sounds familiar, it’s probable that your approach to your marketing needs a little bit of work. Marketing isn’t a one-size-all fits solution. Just because you might be adopting methods that other businesses are adopting doesn’t always mean that you’re doing it the right way. Here are a few simple things that you can do to add more value to your campaign and increase engagement.
Email Newsletters
The earliest and probably most well known digital marketing technique is the email newsletter. Companies were already using email lists as early as the 1990s to reach out to their customers and send updates about products and services. While email is certainly one of the cheapest and most convenient options available, it’s important to note that times have changed. Customers are now receiving dozens, sometimes hundreds of emails a day, and may be experiencing ad fatigue.
One way to get more responses from your newsletter marketing campaign is to supplement them with direct mail. Marketing firm Triadex Services found that a targeted direct mailing list can yield a 20% redemption rate, much higher than you would get with a simple email list. It’s also more cost-effective than other techniques, and can be used to reinforce or even expand customer reach.
Social Media
Social media has become an inseparable part of the fabric of our daily lives, and the same goes for marketing. You’d be hard-pressed nowadays to find a company that isn’t on social media in some way, shape, or form. Businesses who don’t have social media pages or accounts are missing out on opportunities to connect with their customers and grow their market. But what should you be doing on social media?
If your company is simply posting offers and promotions without making any effort to engage with customers, then you may need to rethink your approach. Business 2 Community recommends posting content that motivates engagement, such as hosting contests, stimulating dialogue with your customers, and fostering a sense of community. Brands that are able to maximize their social media presence will find that they have a happier customers overall, as well as increased engagement and traffic.
Flyers
Probably one of the most tried and tested marketing methods for small businesses is printing out and distributing flyers. A survey by FedEx Office found that professional printing services have helped 4 out of 5 small business owners stand out from the crowd. However, using flyers is tricky and difficult to track. While you could be distributing hundreds of leaflets in one day, it’s likely that you’ll only be seeing a 1-2% response rate, sometimes even less.
What happens to your materials once you’ve distributed them? And how can you effectively track what does or doesn’t work? The solution is simple: force your market to engage. One easy method is by using flyers that have your information or website in tear-away tabs. Simply leave these materials up at supermarkets, community bulletin boards, and other high-traffic places, and then wait for your responses. You can easily track how many people have engaged with your materials, while increasing the chances of passers-by stopping to look and read what you have to offer.
Content
Content marketing is one of the most relevant and important marketing buzzwords around today, and it’s not hard to see why. On the Internet, content is king. More and more people expect their brands to share relevant information that isn’t just your usual promotion or advertisement, whether it’s through blogs, infographics, or more. But how do you ensure that you’re creating the “right” content, and what can you do to improve responses?
Many businesses today make use of methods such as SEO and keyword research, and employing such techniques can go a long way in boosting traffic and engagement. Another option is video marketing. According to Social Media Today, video is one of the best-performing digital content types around. Tweets with video receive up to ten times more engagement, and 72% of customers prefer learning about a product or service through video. It’s an easy way to make your content visually stimulating and easily digestible, and increases the chances of your posts being shared and viewed.
These simple solutions can help you get the most out of your marketing campaign!