Some online trends come and go, like certain social media platforms. Not all online marketing trends are created equal. Some will take off, and some will come and go, leaving you feeling robbed of any precious time you had invested in growing your following there. If you are short on time, firstly, you are not alone. And secondly, the best online marketing strategies for you to focus on are the timeless ones.
These are safe and effective uses of your time. The timeless tips are ones that work across the board. It shouldn’t matter what year it is, what Google release we are in, or what’s going on with Facebook’s algorithms. They are simple yet effective, and very low risk. In this article, we have highlighted timeless tips to help create an effective online marketing strategy.
1. Communication
At first glance you might think that communication is customer service rather than marketing, but it really does fall into both camps. When you give clear, friendly and helpful communication you are building trust – which is essential to making future sales. It is also true that people are far more eager to tell their friends about a bad experience with a brand than a good one. So make sure that if people are talking about you, it is only good.
Because word of mouth can be an amazing, zero-cost marketing tool too. Good communication doesn’t just sell people on your products and services. It also sets their expectations. The idea is that you don’t take somebody’s money and then not let them know when to expect their purchase in the post, for example. When you set expectations then you receive far fewer complaints, and far more praise, including that word of mouth that you want. Good marketing communication is:
- Regular.
- On brand.
- Sets expectations.
- For bonus points, it follows the 80/20 rule.
If you aren’t familiar with the 80/20 rule, it’s a core principle of content marketing. In other words, we lead with content and follow up with sales, to the ratio of 80/20. In short, when we do this we are leading our marketing communication with value for the reader, then wrapping up with value for us. We tell them a story, teach them a lesson or just entertain them a little. Then at the end of our communication (think email or social post) we make our CTA (call to action).
Using this yourself
To bring this into your own marketing strategy, a really wise move is to have systems set up. Ideally a content calendar for your email marketing, and an automatic email to confirm delivery details (setting expectations) with each purchase. Commit to sending regular email marketing that promotes your products or services. In the footer of your email newsletter, have your contact information for customer service enquiries.
People will be happier if they don’t have to hunt down your phone number or email address to contact you. Think of communication as a cyclic process, rather than a straight line. You need to communicate your offers to your customers regularly, and in turn, they may need to come to you sometimes. But the more you facilitate this, the more they will buy again in the future. It’s all about trust and transparency.
2. Branding
This tip leads on nicely from the previous one about marketing comms. All your emails, and any other method of communication you use, should carry your company branding. Furthermore, that branding should help to convey trust. When branding is done well, it makes your customer feel safe. They should feel that they are in the right place to have their needs met. There is a huge field of research around the individual components of a brand; the colors, the shape of the logo, and the font.
Of course, the name can communicate a great deal too. But a simpler tip that should never be overlooked with branding, is consistency. Keeping your branding consistent across all your online platforms, and your offline world too, is crucial. That consistency shows people that you are running a well operated business. Conversely, firing off a customer service email reply from your Gmail account is going to let your brand down. Always use a business email address – it’s an important piece of branding too.
Bring this into your own business
Take an inventory of all your marketing comms, from your website to your Twitter header, and to your email footer. Update any old branding. Check the little things like the favicon on your website. We get blind to these things over time, but our customers noticing, even subconsciously, can make them lose trust.
3. Only go where your avatar goes
This is perhaps the most timeless tip of all, and it’s really just common sense. While it’s important to plan and create marketing content, you don’t then need to be sharing that content on all the platforms that currently exist. In fact, that would be a frustrating waste of time for you. Instead, find out which platforms your customers spend their time on, and just focus there.
Create your own strategy
Rather than jumping onto the latest trend, take the lead from your customer avatar. Are they middle-aged businessmen? Then try focusing on LinkedIn. Are they millennials? Then try TikTok and Instagram. But don’t try to be across all the social platforms. Be strategic here and save yourself a lot of valuable time.
Conclusion
In summary, a good marketing strategy will deliver results without making you work around the clock, seven days per week. When you are not trying to be everywhere, you can be more focused and impactful in the right places. Having that consistency in your brand is important for building trust and attracting more of the right people. And by focusing on communication, you are helping your customers do some marketing for you via word of mouth. Your efforts will pay you back in the end.
