We can all agree that marketing in 2019 has evolved greatly over the past decade. While many consumers were turning to the internet in 2009 to research products and services, there has been a noticeable shift in the way that consumers interact with brands online today.
If you're like most businesses, you invest a lot of time and money into putting together digital marketing campaigns for your business. You then put a team together to tackle content creation to drive campaign results. However, when it comes to measuring the ROI of your digital marketing campaign, many businesses aren't equipped to measure how effective the digital marketing campaign is.
From a marketing standpoint, we live in a world where it's more difficult than ever to stand out. There's so much noise and content floating around on the internet that it's become imperative to find a way to distinguish your brand to stand apart from the competition.
By definition, branding is the effort that you put into making your name, symbol, and/or design identifiable to your company. When branding is done well, your target audience will be able to easily distinguish your product from the competition's and have a clear understanding of why you're the better choice. By making branding the basis of your marketing strategy, you're able to let consumers know what they can expect from your company and be more memorable with your target audience.
Considering that 8 in 10 consumers are now shopping online, your website serves as your digital storefront. You would never operate from a dilapidated brick-and-mortar store location that paints your business in an unprofessional light, and you need to have the same mindset with your website. The more intuitive and user-friendly your website is, the more visitors will want to stick around.
If you're using Facebook to promote your business, undoubtedly one of the dilemmas that you're faced with is how to expand the reach of your organic content. Enhancements to the Facebook algorithm make it almost necessary for businesses to pay to promote their content if they want to get it in front of their audience. However, Facebook's live streaming feature is one of the best ways to crush the social media giant's algorithm, and it doesn't have to cost your business anything!
Think about some of the most successful marketing campaigns of all time. Some of the more recent campaigns that come to mind include "The Most Interesting Man in the World" campaign for Dos Equis beer and "The Man Your Man Could Smell Like" campaign by Old Spice. What do these campaigns have in common? They used excellent copywriters that knew how to craft each brand's story in a way that would resonate with the target audience.
Most people know that the golden rule of real estate is location, location, location. While you may not think that real estate and digital media buying have much in common, the principle of "location, location, location" is crucial to success in both industries.
Although we've entered into a new year, one thing will hold true in 2019 and the foreseeable future: content creation needs to be a priority. In 2019, it's anticipated that 84.5 percent of companies with 100 or more employees will use content marketing to connect with existing and prospective customers. Given this statistic, if you're not creating and distributing content via your various digital channels, you're in the minority and are missing out on a powerful opportunity to reach your audience.
Today's consumers have the internet in their back pocket, making it a necessity for your business to have an online presence. But simply having a website and a Facebook page for your business isn't going to cut it. You need to fully embrace inbound marketing to earn the attention of your target audience and help your business to be easily found online.