As we approach the festive season, your Christmas campaign is likely to be underway and you’ll be thinking about how to grow your business in the New Year.
Embracing the spirit of Christmas, here are 12 marketing tips for your organisation to invest in to ensure 2017 brings continued success, happy customers and a significant return on investment.
Always document your marketing strategy
Organisations that document their strategy and regularly review it are more likely to be successful because they look at the overarching goals and long-term view of their business. Instead of focusing on individual campaigns, detail how all of your proposed marketing activity for the year can contribute to your revenue and retention targets.
Repurpose old content in a new way
Content creation and distribution has become both more important and more integrated over the past year and will continue to do so. With the pressure to churn out fresh content on a regular basis you should consider repurposing some of your old content, such as turning an old blog post into an infographic or video tutorial.
Blog consistently, not sporadically
Humans are creatures of habit. We like to have routines. By blogging consistently your customers will make a habit of checking your blog for the next update. Make sure you deliver content to your customers when they’re looking for it, and not just once in a blue moon!
Pay close attention to your analytics
Regularly reviewing your analytics will give your business a clear sense of direction, measure the success of your marketing efforts, and also provide a course of action to ramp up sales and profits. Analysing this vital information will help you decipher what is working well, what isn’t, and what you should be doing to improve traffic and conversions.
Use A/B testing where possible
A/B testing, or split testing, email campaigns or landing pages allows companies to make considered changes to their user experiences while collecting data on the results. This allows great insight into which elements of the campaign impacts user behaviour.
Create long form content
Long-form content (2,000 words or more) has proven to perform better, helping to achieve better online visibility, increased website authority and a higher number of social shares. If you haven’t yet created long-form content, why not add it to your marketing plan and see how it performs compared to your shorter posts?
Keep your brand genuine
Being authentic and telling your brand story are important ways for your customers to determine if you’re the right fit for what they want or need. Having a consistent tone of voice throughout your customer touch points will help portray your brand as genuine and engender brand loyalty.
Improve your SEO through optimised content
Before you spend a small fortune on PPC and Ad Word campaigns, make sure your website content is properly optimised. Consider the keywords or phrases you want to rank for and make sure they are included somewhere in your copy. If they won’t fit naturally within your copy, include them as topics within your blog.
Add striking visuals to your copy
Relying on words alone to entice and engage your audience isn’t as effective as showing them what they could experience. Adding interesting visuals rather than stock imagery will set you apart from your competitors.
Include native advertising
Click-through rates on native advertisements tend to be significantly higher than traditional display ads. Look for opportunities to include native advertising alongside your other marketing activity.
Create personalised content
Organisations who are personalising their web experiences see, on average, a 19% uplift in sales.
Creating personalised, insight-driven content should be woven throughout the user journey to gain brand advocates who will promote your product or service to their friends.
Review, revise, repeat
Make sure you review the results from your marketing activity to measure the ROI and make informed decisions based on the data collected. Revise campaigns that didn’t hit the mark and repeat elements of those that did. It’s surprising how many companies neglect this simple, yet vital, step.