The changing landscape of business and the digital world has changed the marketing landscape and the strategies companies use to market their product. Cut-throat competition and a low attention span of consumers have resulted in the need for companies to be creative, innovative, and adaptive to drive their message across. As a result, brands today need to be aware of the latest trends, consumer moods, and social diaspora before deciding on a strategy or a combination of strategies for their product. Here’s how you can find a foot for your company in the market within this changing landscape. Read this list of the most crucial and eye-capturing strategies you can use to stay up the curve:
|1. Social media marketing
2. Content marketing
4. Affiliate marketing
5. Referral programs
Let’s discuss each in detail.
- Social Media Marketing: Businesses can learn to market their product online/digitally by leveraging the power of social media platforms like Instagram, Twitter, Meta, and LinkedIn. Identifying the right platform for your business will help you to reach out to your target audience effectively.
Tips to do so:
- Build a social media strategy
- Be active on the social media platform you think will bring the maximum ROI to your business.
- Engage the audience by interacting with them, replying to their comments, and answering their queries.
- Post content through relevant stories, posts, reels, carousels, and videos. Make sure people can relate to your product and share the same with their community.
- Use moment marketing to stay on top of your marketing game and reach out to a larger audience.
- Capturing new customers and retaining the existing ones through creating content pieces like articles, blogs, guides, podcasts, videos, and even social media posts is the essence of content marketing. Content is the key to establishing your brand value by conveying the right message to the right audience. Here are some steps you should keep in mind before starting with content marketing yourself:
- Segment your audience and choose one or two to write for. Identify your priorities, potential challenges and things your target audience would like to hear or read.
- Choose which content will look best in which format. For example, you want to create content about, say, “Some things to be mindful of before adopting a pet”, the best way to go about it, will be an article or a carousel for your social media handle.
- Don’t compromise on the quality of the content. Be consistent with the content you share. However, do not post just for the sake of posting! Audience values quality over quantity. Create a plan and try to stick to it.
Every business wants its website to have maximum organic traffic (no. of people who visit their page) and a higher rank on the search engine’s result page. The process of optimizing one’s website for a search engine on the web is called Search Engine Optimisation or SEO. It plays an instrumental role in increasing a company’s online presence. Some SEO hacks for your business:
- Make a list of 10 keywords related to your service. Use an SEO tool (for example, Google’s Keyword Tool, Ahrefs, SEMRush) to analyse these keywords, determine their search traffic, and come up with variants that make sense for your organisation.
- Set up a blog, make a content calendar and be consistent in posting articles and guides on the decided topics.
- Lastly, compress all the media files before uploading them as it will take the website to load them in less time, making it a fast and smooth experience for the user. Also, keep in mind to stay updated with the latest SEO trends and practices.
All about SEO Affiliate marketing:
This is a marketing tactic where a person/company markets another person/company’s products and gets a share of the revenue made per product the former sells. It typically involves three parties, namely the seller (whose products are being sold), the affiliate or publisher (who markets and sells the products), and the consumer (who buys the product through the affiliate link. Affiliate marketing can be of, broadly speaking, three types – uninvolved, related, and involved.
Unlike affiliate marketing, where the affiliates get a share of revenue only on the sales they make, referral programs provide incentives to customers just to become their brand advocates. This typically means getting your happy, loyal, and satisfied customers to recommend your company’s product to their friends and family. An excellent way used by many companies to increase their reach. The incentives provided to the customer who refers a product can be either in cash or in kind. For example, some businesses like Fiverr give out up to $100 per referral. On the other hand, Dropbox provides up to 32 GB of storage for the same.
No matter what the internet claims to be the best marketing strategy, businesses must try and test which strategy or combination of strategies best suits them according to their budget and industry type. So, the need of the hour is to constantly innovate with strategies to achieve a competitive advantage over other businesses ultimately.
1. What is SEO?
Ans. SEO refers to search engine optimisation- a process of “optimising” a web page’s content, relevance and keywords to make it more findable. The closer the contents of a webpage will be to a user’s search, the better chances the webpage has to be ranked high in the Search Engine’s Results Pages (SERPs).
2. What is the difference between paid and organic search?
Ans. When businesses pay Google to rank them on the top of the SERPs, it is called Search Engine Marketing. This is because businesses want to get on the top of the searches quickly to get more traffic (users who visit a website) on their website. On the other hand, organic search essentially means optimising your website through keyword research; original and relevant content “organically” (without paying the search engine) ranks high on the SERPs.
3. How do new businesses conduct keyword research?
Ans. If you have a business with high competition then using short-tail keywords wouldn’t let you get that desired top place on the results page, go for long-tail keywords. For example, if you have a Japanese restaurant, so instead of optimising your website for “best restaurants”, use keywords like “Japanese restaurants in Chennai” with comparatively lower competition volume.
4. How to build a social media strategy for a business in 2022?
Ans. Some tips:
- Create a strategy which aligns and helps achieve the more holistic organisational goals.
- Choose which social media platform best suits your business. You do not need to be everywhere and be mediocre. Be on selected sites but show your best game.
- Make sure your business is using integrated marketing communications. This will give a better picture of what and how to post on social media to engage the audience (link to the IMC guide)
- Do a social media audit frequently to assess what works for you and is not. Discard those practices that yield no results and capitalise on those that do.