If you haven’t already, it is high time to consider next year’s marketing action strategies in depth. I wanted to share my thoughts on what I believe will be key trends and some insights into how to build them into your marketing plans.
Content Still Key
Creating relevant, useful and customised content is a powerful way of keeping customers and prospects engaged, and will continue to be a growing trend in 2015. However, it’s important to tailor content to each marketing channel – from email to social media to print – and understand the different mindsets and ways in which people interact with your brand in each channel. For example, a sales-focused tone on social media can seem jarring, and at worst intrusive. But social media has the potential to be a useful channel for providing value, for example with better customer service communication.
This is a challenge for resource-hungry small businesses, but the myriad of channels that are now available mean you can stay connected with customers through difficulties and the complete customer lifecycle, so go for it!
If mobile is not yet part of your marketing strategy, now is the time to embrace it. Responsive website design is a great functionality that provides optimal user experience whether your website is accessed via mobile, tablet or desktop, and that signals to your customers that you are a modern company with customer experience front-of-mind. Mobile is also great for location-based marketing and highly specific targeting.
Digital is a Must
With multiple marketing channels we now have the potential for end-to-end communication with our customers. This means it’s crucial not to put digital channels in silos but instead build a truly integrated plan where each channel supports the others in the execution of the overall brand strategy. We’ve achieved this for clients ranging from machine tools to restaurants, diamond dealers to property specialists.
Have a Realistic Social Media Plan
Changes earlier this year by Facebook and Twitter to their algorithms mean that businesses will realistically need to pay in order to secure any real customer engagement. I am increasingly of the opinion that Facebook is not necessarily the right place for business, but Twitter , YouTube and LinkedIn linked to a mobile ready web site have real long term value. A change in mindset, and again getting meaningful, targeted content on these platforms can pay dividends and the good news is, spend is easy to track and change.