Marketing 101: Do’s & Don’ts

May 31, 2018

Inbound, automation, social, video, SEM. There are so many marketing channels it’s easy to get lost in all the mess. If you’re a marketer operating in the world of digital, you may be feeling a little overwhelmed.

Considering that almost 50% of organisations don’t have a clearly defined marketing strategy, it can help to revisit the foundation of your marketing efforts.

Marketing is not a one-size-fits-all solution. Let’s take it back to basics and rediscover the best way to use your core marketing channels for optimum success.

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Marketing is a must-have for any business trying to make a profit. The core function of which is to develop a relationship with your customers in order to maximise your profit.

Too often, we see business owners forget, that despite living in the world of digital, a budget and clearly defined goals are needed to reach marketing success.

We’ve done the groundwork for you and decided to take it back to basics this month with tips to help you use the four most popular core marketing channels in the best way.

Read below to refine your marketing strategy and get the sales you’ve been missing:

1. Website

Though not confirmed statistically, it’s a safe bet to say the first thing people do when looking for something online is Google it. If your business is operating online (and it should be), consider your website your virtual storefront.

Your website is the new form of inbound marketing. Its main purpose is to bring customers to you through custom content you’ve created alongside strategic calls-to-action.

Do: Ensure your website is fast, secure, mobile-friendly and optimised for SEO. Over 50% of people will leave a website if it takes longer than 3 seconds to load.

Don’t: Think a great website won’t cost money. You get what you pay for and in the case of websites, it’s better to pay more for a website that works than one that’ll get lost on Google’s index over the long-term because of bad code.

Remember, having a great website is not just about how it looks. It’s more important to pay attention to how it functions.

2. Content Marketing

If content marketing isn’t part of your current core marketing activities, you’re missing out on getting great leads for less.

Content marketing is exactly what it sounds like: direct marketing, straight to your prospects inboxes. If done right, you’ll not only save big with this cost-effective tactic, but you’ll also be able to track your results over the long-term.

Do: Invest in well-written, custom content, use automation software to help streamline your processes and track your results so you can tweak your strategy.

Don’t: Think this is a one-time gig. You’ll need to create content consistently and ensure you’ve considered how to keep your pieces evergreen.

Invest in content management software and create a newsletter that’ll give your prospects valuable information they can’t find anywhere else.

A blog provides a space for your content to live forever. If you’ve created your posts with SEO in mind, then it’s only a matter of time until this platform provides some great inbound traffic.

3. Social Media

Seven out of ten consumers expect your business to have a great online presence. This means exceptional graphics, consistent updates and timely responses to queries that show the best side of your brand.

While social media marketing is about posting things online, it’s not just about posting things online. If you want to optimise your leads, brand awareness and sales on these platforms, you’re going to have to do more than just share the latest viral cat video.

Do: Create a strategy based on buyer persona’s and your audience’s online habits; use social media templates and professionally made graphics; be consistent.

Don’t: Think you can get away with only posting organically. If you’re only joining the social media space now, you’ll have to invest in some paid campaigns if you don’t want your brand to get lost in various newsfeeds.

The top social media platforms include Facebook, Twitter, LinkedIn, Pinterest and Instagram. Do your research to find out where your buyers are most active and create custom content for each platform to optimise your results.

4. Video Marketing

If video is not part of your core marketing strategy, you’re missing out on a great stream of revenue. Video helps customers make confident purchasing decisions and lets you get creative with your advertising.

The best marketing videos are between 30 and 90 seconds long and next to Google, YouTube is the second largest search engine out there.

Do: Include video on your landing page or website, social media and within your content marketing activities.

Don’t: Forget the details. Your videos should be quick, visually appealing and informational. Find a way to balance these to engage your audience in the best way.

Some video ideas include how-to’s, testimonials, company culture profiles or live streams of important events. If you’re not sure where to begin, just remember to keep it simple and go from there.

Websites, content, social media and video. The quadruple threat that brands and businesses are using to get ahead. Each of these core marketing activities have a set of do’s and don’ts you can use to optimise your strategy, today.

Remember, no matter how much the world of marketing changes, a budget and clearly defined goals will always be the starting point for any business that wants to engage its consumers, build brand awareness and make great returns.

DFM Infographic Marketing Do's Don'ts