Back in the day, marketing was easy. All you had to do was advertise a product using traditional platforms, and word would be out that you were selling something. The competition was minimal because most businesses could not afford to launch marketing campaigns. So, if you could get a TV or radio ad, you were miles ahead of the competition. But now? A business with $1 to its name can still launch a marketing campaign and a successful one at that! It’s become much more critical for all businesses to be in tune with current marketing trends. Let’s review the most effective ones to date:

Focus on Viable Platforms

One mistake that some businesses make is casting their net in the whole sea. True, there are plenty of fish in the ocean. But what good does it do to nab fish that don’t work for what you want? Here’s an example. A company that targets Gen Zs will have more luck on TikTok than Facebook. A brand that wants to reach out to tech-savvy millennials should focus on Twitter, as this is where the conversation takes place. Once you increase Twitter followers, you can foster more engagement with your target audience. Find out where your people are and go to them. Don’t waste time and money driving marketing campaigns in platforms where you will get minimal ROI.

Invest in Paid Ads

While hashtags are great at making your brand more visible, they can only do so much. After all, how many people look up hashtags or use the search option on their social media platforms? But here’s one thing they do: they view sponsored content. Whether it’s by choice or chance, social media users will always find an ad or two in their feed. They can skip it or scroll through it to discover more about the ad. So, use this to your advantage by paying for promotional ads. You can tailor how many people you want to reach, your demographic interests, and how much you want to pay for the ad. That gives you control over who sees your content and how much you spend on each campaign.

Push Content Creation

Ads alone are not enough to create interest in what you offer. If they were, then companies would only focus on sales. But brands have realized that people want to know more about the brands they use. They want to understand what value a brand has in store for them. For example, a workout coach cannot just keep posting about a program they are selling. Instead, they must show snippets of what you get in the program. That prompts people to buy the entire program to see what else is in it. But still, that’s not enough. They must also offer freebies which can be live videos, e-books, or any other content that shows they are in it for more than the money. So, develop a brand voice and create content that centres around this.

Engage Your Audience

Creating good content is a plus. Having a successful inbound marketing strategy is an even bigger bonus. But do you know what takes the cake? – When your audience interacts with your content! Think about it. Suppose you post a story and 100,000 people view it but only 200 people like or respond to it. Now assume that you post a story and 50,000 people see it, and 1,000 people respond. Which example has the better engagement rate? Engagement is a show of just how much you connect with your audience. The higher it is, the likelier your chances of converting your leads into sales. Figure out what your audience responds to and focus on it. For example, if they enjoy polls, keep them coming. If they want a behind-the-scenes view of what your brand does, create more moments. This investment will pay off in the end.

Work with Influencers

No matter how you feel about this new crop of celebrities, they are here to stay. Wouldn’t it be better if you used their existence to fuel your business? Influencers are social media personalities who have created a community around them. They share their views about life, brands, and other aspects that draw others to them. Take an influencer like Natalie Halcro, for example. She focuses on clothing and has even launched a clothing line. Her millions of followers admire her style, and when she posts an outfit, the likes come in fast and hard. Such an influencer would work wonders for a clothing line that appeals to the younger generation. Now, think about your brand. What are you selling, and which influencer can help you push the product? When assessing influencers, also lean on nano influencers. They may not have big audiences, but they have high engagement rates.

Enhance User Experience

Suppose you have a great product but poor customer service. What would people say about your brand? You always must remember that your business exists in a world where user-generated content carries a lot of weight. All it takes is one negative tweet to ruin your sales for that day, week, month, or even year. So, think about the customer journey. What happens when a customer sends you a message? Do they get an automated message prompting them to continue the conversation? Or do they end up waiting days before they get a reply? It’s these small things that make the difference. Ensure you answer queries on time, deliver what you say you will, and create a customer feedback loop system. That way, your clients can always let you know what works and what can do with a few tweaks.

All this work to connect with your audience may push you off the right track. You might even find that you are so interested in engagement that you no longer resonate with your brand’s mission. Occasionally, take a step back and review just how authentic your marketing is – does it speak to your brand? While making sales is essential, you should not lose yourself to content creation. After all, people respond to authenticity and can tell when you are not being true to yourself. All the best!