Every year, business owners have to figure out how to update their marketing strategy. Marketing can eat up a lot of your time, although it’s certainly well worth it. It’s important to have a solid campaign in place so you know exactly what to do and what you’re working toward. Whether you’re going to take on marketing yourself or you’re going to hire someone to handle it for you, consider these three marketing techniques for 2016.
1. Think Outside the Box When it Comes to Content Marketing
Outbound Engine agrees that content marketing is still huge in 2016. Great content can help drive brand awareness, engage customers, promote products and services, and make sales. There are several ways to craft your content, though, and they shouldn’t all be focused on the hard sell.
The most effective content marketing provides value to the customer. Let’s say you run a jewelry company. You can tell your customers that your jewelry is beautiful, cost-effective and high-quality. That may get you a few sales here and there. Or, you can give your customers valuable content by helping them figure out how to put together outfits for certain occasions. You can talk about fashion trends and tips for making the most out of their wardrobe. This is a much better way to get consumers to pay attention to your business.
Also, remember that content doesn’t necessarily mean online articles and blog posts, although both can be part of your strategy. Content also refers to Tweets on Twitter, posts on Facebook, YouTube videos, infographics and Instagram photos. Micro-content is easy to produce and highly valuable to your audience.
2. Make Sure Your Website is Responsive
If you’re not focusing on mobile, you’re missing out on a huge segment of your audience. Today, people are turning to their mobile devices to search for information and make purchasing decisions. According to LinkedIn, you should switch to a responsive website immediately, if you haven’t done it already. Additionally, make sure that mobile visitors can easily press buttons on your website, touch links, access menus and read text. If your website isn’t mobile-friendly in all the important categories, hire a website designer to build you a new one.
3. Clean Up Your E-mail Database
E-mail and newsletter marketing is still huge in 2016, but if your contact database is out-of-date, you’ll have a hard time accurately analyzing results. The contacts in your list should be active, meaning they’re responding in some way to the e-mails you send out. If they’re not active, they’re basically dead weight on your list. You may be getting a low open rate because of them, which makes it difficult to figure out what you’re really doing wrong. In 2016, make it a point to routinely clean your mailing lists. If someone doesn’t open your e-mail after three months, it’s time to remove them from the list.