Marketing domain has seen tremendous growth and improvements in the last couple of years. Earlier, organizations needed to spend a lot of time & money to come up with a successful marketing campaign.
However, due to digitization and the introduction of digital marketing in the world, this problem has been curbed to quite an extent.
Organizing and managing digital marketing campaigns requires a significantly lesser amount of money than the traditional marketing campaigns. If you’re a marketer yourself, we recommend you dig deep into the world of digital marketing by following various online courses or digital marketing certifications – that’ll help you build your brand value.
Let’s go ahead and look at seven strategies implemented by successful Brands:
1) Email Marketing Campaigns
You might hear people claim otherwise, but let’s tell you – email marketing is not dead. In fact, it is far from it. It stands to be one of the cheapest modes of spreading the word. Many startups who’re on tight-budget often initiate their digital marketing campaign using email marketing.
As the number of people owning handheld devices increased, so did the rates at which people opened their emails. According to one of the most recent statistics, about 53 percent of all emails get opened on mobile devices. This is reason enough to keep email marketing in your toolkit and use it time and again.
Also, if you’ve ever used Uber and got promotional mails along these lines, you definitely know what we’re on about!
2) Social Media Marketing
Social media marketing is another such strategy which requires little time and money but offers great returns. Nonetheless, it is essential to understand your customers and their social media habits – because there’s no point of marketing on Instagram if your crowd is present on Facebook, right? For instance, Snapchat stands at 2nd favorite for teens and third amongst millennials.
Facebook, on the other hand, on the top of the industry. When it comes to B2B outreach, you’d be better off with LinkedIn.
You might recall Wendy’s taking to Twitter and redefining the term “Customer Engagement.” Yes, we’re the talking about the time when Wendy’s gone ahead and roasted their competition and fans alike.
The benefit of this….
Increased engagement with the audience, resulting in positive marketing, leading to increased revenues.
3) Influencer Marketing
Word of mouth recommendation has been the best marketing tool since the dawn of time. It’ll be a lot more credible if a person gets to know about your company from someone who is not even related to the organization – someone they trust and rely on. However, it’s not easy to find such reliable people in the digital space.
This is why people turn to influencers, seeing how over time they tend to develop a bond of trust.
Therefore, finding a local celebrity within your business niche might help you go a long way. Further, you can look at H&M’s influencer marketing campaign to gather inspirations.
H&M has a strong Instagram following and they leveraged on it by partnering with Julie Sarinana and Ela Velden – a fashion blogger and a model respectively.
4) Content Marketing Strategy
We mentioned content marketing while talking about SEO. However, because of its scope and applications, it deserves a much closer look. Content marketing means merely attracting more visitors by curating sensible, relevant, and unique content. Again, you should know your brand’s voice and keep it consistent throughout all the forms of content.
Moreover, this content needs to be exceptionally well written and unique (if it’s not, it’ll hurt your SEO very severely). Also, it’s essential to be regular and frequent while updating/uploading new content on your website, blog, or social media channels. If you take too long, your audience might just forget you and move to the next better thing.
To understand the extent to which content marketing can help, just take a look at Hootsuite. It’s just a social media management tool, nothing to be excited about. However, their marketing team had ideas to get people excited quickly.
Their first video – Game of Thrones Social – was a huge hit.
It sparked emotions.
Content marketing allows you to have fun – don’t let anything stop you!
5) Mobile-first Approach
We cannot emphasize this section enough. Like we said earlier, there are a lot of people having a smartphone today than a decade back. Even in the first section on email marketing, we mentioned just how important mobile users are for your marketing campaign.
Today, more people browse the internet on their phones than from their desktops. So, you should make doubly sure that everything from your website to other marketing collaterals should translate seamlessly across devices. It is 2018 now, and there’s no excuse not to go mobile first.
Whenever a prospect hears your company’s name, chances are, they’ll take out their smartphone and search you out. This can indeed turn out to be a make-or-break situation – depending on how your content and design translate across devices.
6) Behavioral Advertising
Behavioral advertising is a technique used to present relevant advertisements to consumers by tracking their browsing behavior.
All this data on user behavior is then used to create a user persona which helps in categorizing the audience for more effective targeting.
Then, these segments are shown ads that cater to their interests. The advantage of this approach is the fact that they require the smallest amount of persuasion to be converted, seeing how they are showing a positive disposition towards your industry from the very start.
Startups far and wide are indulging in behavioral advertising and targeting to segment their customers better and provide improved services.
7) SEO Implementations
Sure, you are proud of your product, and you know how it’s better than your competitors. But, even the best product is utterly useless if the word about it can’t reach the prospect’s ears. SEO helps with just this – improving your overall web presence regarding ranking. Most common tactics for SEO are usually backlink blogging, website responsiveness, website optimization, and content marketing. Again, the approach you opt for should resonate with your needs, requirements, and goals. If you look up the website of any successful startup today, you’ll find it completely optimized and in sync with their SEO requirements.
With these seven rules in place, you’ll be on your way to becoming the next big thing in no time.
Vivek Kumar is the President of Consumer Revenue at UpGrad, an online education platform providing industry oriented programs in collaboration with world-class institutes. An MBA from IIM-Ahmedabad, he has 19 years of experience in diversified industries like Consumer goods, Media, Technology Products and Education Services. He has been leading businesses & multi-cultural teams with a consistent record of market-beating performance and building brand leadership. You can connect with him on LinkedIn.