As part of unLOCKEd’s 10th Anniversary series, we wanted to discuss ten pieces of marketing advice we’ve gathered throughout the last decade. Some of these tips have become relevant more recently due to technological advances, and others are tried and true guidelines for marketers. We have also linked our blogs that go into more detail about these tips where applicable. Without further ado, let’s dive in!
1. Consistency across mediums and messaging
This was one of the key reasons unLOCKEd was created. Creating a consistent brand across your logo, messaging, social media, signage, interior design, etc., can be tricky, especially when different teams or outsourced companies are working on each. unLOCKEd provides clients with one marketing contact that handles all of these services, so customers can recognize every aspect of your brand!
2. Define and understand your audience
Gone are the days of mass marketing, which aimed to reach as many people as possible and hoped they were interested. Nowadays, targeting your digital and even physical advertisements to ensure your target audience sees them is essential for success. However, you can’t find that audience or cater your content to them if you haven’t defined or understood them!
3. Balance digital and traditional marketing
Spending your budget and time on digital and social media marketing can be tempting. However, more creative and even traditional campaigns can help combat audience fatigue and advertising oversaturation. An out-of-the-box billboard may have more impact on today’s audience than a generic Instagram ad.
4. Define your metrics around your objectives/goals
With digital ad campaigns and analytics, there are an overwhelming number of metrics to choose from, often with somewhat confusing acronyms. But that doesn’t mean that every piece of data you can report on is useful. Ensure your metrics align with your campaign objectives and goals to collect data that represents your campaign’s success and helpful results.
5. Choose social media platforms and content that aligns with your brand and audience
Like metrics, there are also plenty of social media platforms to choose from. Each offers a different algorithm, audience, and content type. Don’t spread yourself thin trying to post on all of them. Instead, choose the platforms that best align with your audience and the best content for your brand. Be sure to utilize each platform’s tools to get the most out of your posts!
6. Scheduling posting and consistency
Once you have figured out which platforms work best for your company, set up a posting schedule to stay consistent. You don’t need to post every day, but posting on a consistent basis is the best way to reach your audience and the algorithm. Vary your content to keep your feed interesting and your followers engaged!
7. Don’t underestimate SEO
SEO has become such a buzzword that it can be easy to discredit its actual value. However, in this case, it has become a buzzword for good reason! Optimizing your website and content is the best way to improve your spot on the SERPs and reach your audience.
8. Engagement over impressions
Although there are times when impressions can be useful depending on your campaign objective, for the most part, prioritize engagement. In the wealth of ads that consumers see every day, you need to do something more to stand out. Engaging with content is often more enjoyable and memorable for consumers than scrolling by an ad.
9. Post with a purpose/objective in mind
When you’re trying to make sure you stay on your posting schedule, it can be easy to post the first thing that comes to mind. However, a post without an objective or purpose does little for your company and can even feel out of place with the rest of your brand. Whether the purpose is to promote a product, solidify company messaging, or even just stay top-of-mind, ensure each post has an objective behind it.
10. Make decisions based on data and research
Our final piece of advice is to make decisions based on data and research. From campaign ideas, to hopping on trends, to new technologies, these decisions should all have data backing them up. Whether that is reports from previous campaign results, ensuring the trend makes sense for your audience, or doing the research on an up-and-coming tool, make sure decisions are never plucked out of thin air.
We tried to cover as many areas as possible with these tips, but if you need more marketing advice or assistance, unLOCKEd is always here to help!
Author: Sarah Murphy
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