Every year the mRELEVANCE team makes a list of tactics and techniques that will benefit our clients’ marketing programs. Each member of the mRELEVANCE team brings their own insight regarding various specialties within marketing. Here are our tips for marketing trends in 2015:
Carol Morgan, managing partner
Advertising – Behavioral/GeoTargeting
Utilize geotargeting and behavioral targeting in combination with key word searches, pay per click or other advertising methods. Many ad networks offer very sophisticated targeting along with retargeting of customers who show initial interest in your messages. This makes it easier than ever to ensure that your target audience receives your advertising messages. In fact, you can reach your audience before they even start looking for you! Utilize email, banner ads, direct mail and other “old school” technologies along with new ways to target your audiences to increase traffic to your website, traffic onsite and your leads.
Mitch Levinson, managing partner
Overall Strategic Marketing
Digital marketing engagement is more advanced and interconnected then it has ever been. The business process that surrounds this new strategic marketing must become easier and more widely accepted by company stakeholders so that it can become standard practice. From more effectively tracking user behavior and engagement online, both on your website and on your social sites, to creating engaging content and an effective content strategy that encourages involvement in your online community, through pinpointing the return on investment of your online and offline marketing tactics, this year is really about creating and leveraging content within your network and online footprint. We have even brought the customer experience at the point of sale with digital touch screen kiosks that integrate with CRM systems, production systems, and websites that display and syndicate products…all with the goal of getting more and more inline with business process in order to keep it simple for everyone. Driving higher quality traffic, generating better leads, and spending your time being more effective while focusing on what makes your company great.
Melissa Stocks, Account Manager
Testimonials and videos
Adding testimonials (reviews and comments from happy customers) to your website or social media outlets is a great way to show off your company's products or services. Testimonials provide third party endorsement. Your client’s can brag about your company in a way that can be in the form of text (blog post, anyone?) or even video. Testimonials create a more personable approach to your marketing and are pretty much like having your customers sell and explain the benefits of your products for you. So grab your smart phone when a customer is in a good mood, turn it on and ask: (1) how did you like working with us, (2) what do you like most about your (product) and (3) would you refer your friends to us? If you don’t get good answers, delete or edit!!
Amanda Winters, Writer
Put people first. Set your goals for each piece of content and then identify and understand your target market so that you can provide content that is useful to them. Don’t use the same types of content over and over – incorporate video, infographics and photos that help tell your story while appealing to different types of people. And lastly, keep it personal! Create content that inspires, encourages, entertains, makes people laugh and think.
Lauren Pond, Office Manager
Email marketing is an essential part of a complete marketing plan. It is an efficient way to keep your customers informed and connected. Consider a three tiered approach to email marketing. 1) Promotional emails – Utilize promotional emails to share your specials and incentives. These could promote a new product or service or a campaign. 2) Newsletters – Your newsletter can share tips, company news, promotions and more. Determine the target audience and content, then set a schedule for distribution. 3) Autoresponders or Drip Marketing – Once a prospect has completed a contact form, then what? Set up a series of emails that contain evergreen content and communicate with your prospects on an ongoing basis. Staying in touch with your prospects is a sure-fire way to convert prospects into customers or clients.
Desirae Johnson, Writer
There are so many great tips on how to pitch the media. However, the one thing that always comes up in both public relations and mass media circles is the need to keep pitches short, simple and to the point. Your pitch should just be a teaser designed to pique a reporter’s interest, so it should be no more than 150 words and include only the bare bones facts. Make sure to research the reporter you are pitching to and craft a message that is relevant to them and what their interests are.
Bryan Nonni, Account Coordinator
As Carol always says, “When you Google your name, do you like what you see?” That is the essence of reputation management in the digital age. The internet keeps everyone accountable and transparent, people and businesses alike, and the power of the online review can make or break your company’s overall success in 2015. However, no matter how great your customer service is, eventually someone will be unhappy. It isn’t about the mistakes your company makes, but rather, the value is in how you handle the situation after. Utilizing social media platforms such as Google+, Twitter, Facebook, Pinterest and Youtube can create positive search results for your company’s name. Consider creating a separate blog around your company specifically for happy customer reviews. Claim your company profile on Yelp, Yellow Pages and even Angie’s List so that you can better control and influence your reputation. However, even with the implementation of all these tactics, a company’s reputation is best managed by a professional with intimate knowledge of how to push bad reviews down and good review up in your Google search results.
Alicia Hilton, Account Coordinator
Social Media – Targeted Ads
Social Media provides a unique opportunity for businesses to target very specific audiences. Using social media is less expensive than newspaper with newspaper costing $32 to reach 1,000 people, compared to only $0.25 on Facebook. Facebook provides a range of targeting options. Location targeting will break down people by city, state, zip code and country; Demographics targeting gathers information people voluntarily display such as age, gender, education and marital status. Interest targeting allows businesses to get inside the heads of Facebook users by honing in on interests, hobbies and brands that relate to their business. Using Target ads on social media will allow businesses to select the group of people they want to reach that they feel will benefit from their product without wasting any money on hoping to find those people. Twitter, Instagram, Linked In and YouTube all offer options for advertising. These are super low cost ways to reach a specific audience.
Courtney Rogers, Account Coordinator
Using an integrated approach to marketing campaign allows you to send a message to a larger audience across a broad range of outlets. Decide where you want to send all of your campaign traffic -- this will most likely it will be your website, but that totally depends on the campaign goals. Now build a strategy to promote this page on your website through different marketing tactics. By combining a traditional news release pitched to the media; various social media outlets; advertising through television, radio or billboards; online advertisements via Google or other sites; and blogging on your corporate blog, you can maximize the number of people that see your message. Not everyone uses the same information- or news-gathering methods, so integrating all of these sources into a campaign ensures you’ve maximized your total reach.
David Stiles, Technical Account Manager
Power of rADMIN and Conversion percentage
Working smarter in our technical world is something we strive to implement for our clients. We love building tools that help save time, mistakes and money for our clients, especially when those tools can integrate directly into their every day operations. One of our coolest tools not only helps in this way, but also has proven statically to drive more leads and sales than tools build by other companies. rADMIN (or Relevant Admin) is the backend tool we build into all of the websites we deploy. Of course it can ‘get’ data from backend accounting and erp systems (when they are open systems) and of course it can ‘give’ sales, contract and lead data to crm systems that too are open (RESTful API’s are the best, but rADMIN can deliver in a lot of ways). The most significant benefit, however, we have found from this tool, as we compare it to websites built by other firms, is that our sites tend to have a lot more people fill out the forms and request information, or buy more products, than our competitors. Generally speaking, using Google Analytics’s lead conversion tools, our rADMIN sites generate 1.5-4% lead conversion percentages. That is 1.5-4% of all visitors fill out the form and contact our client. Comparing that to sites our competitors build, their sites get roughly 0.5%. Take a look in your Google Analytics at lead conversion tracking, if you want to do better, maybe it is time for a rADMIN change!
Deleta Kapetanovic, SEO Specialist
SEO has undeniably evolved over the years and moved away from simple onsite optimization. Marketers are becoming increasingly more aware that it is not all about sticking to a formula that works, but rather, it’s about adopting various marketing strategies that make up a complex structure. To keep your website soaring, it is important to consider a large number of factors that are weighed by search engines, factors like the quality of the content, brand awareness and user-friendliness of the site. Overall, the goal is to create a website that is practical and provides the user with the information they need without resorting to keyword stuffing or spammy links.
Dharmin Shah, Web Developer
2015 is the year of the website. Actually, the past several years have seemed to be the year of the website also. That is because your website is the single most important sales tool your company has. It is your online store front that is always open…not to mention that you need it to function as the coolest and most attractive billboard on the information superhighway. Stop taking it for granted. Once you realize that every buyer you have will look at your website, has looked at it, and will look at it again, you will start understanding that it is more important than your best sales person (at a significant discount from what you pay them). Start taking your website seriously and spend the right amount to build it properly. Those days where you think you can be effective on a $5,000 website or less and simply just gone. You get what you pay for, and if you want prospects to think you do it right…start with your website.
Hannah Fowler, Account Coordinator
Social Media Engagement
Ultimately, the power of social media lies in its ability to facilitate relationships between companies and consumers. Customers don’t want to see another generic advertisement – they want to hear from real people! Update your page regularly with relevant topics to generate conversation among your customers, and get them involved with questions, opinion polls or contests. While each social media platform offers its own unique style, it’s important to develop a consistent tone for your brand that matches your particular industry. By interacting with pages that are similar to your brand, you can enhance your online presence within your specific market and increase the chances of reaching your target audience. Most importantly, always recognize your customers by liking or commenting their posts to your page, or even sharing their content as a fan highlight. Interacting with individual followers makes your company more relatable, which in turn encourages online engagement and brand loyalty.
Megan Morgan, Graphic Designer
Creative Design Trends
Current marketing has always been driven by design trends, and 2015 is no different. When looking into current design trends, you’ll definitely notice that web and mobile designs are simplified in almost every way this year.. Simple and clean design is definitely dominating the market and really compliments beautiful photography, typography and simple colors and shapes. Don’t be afraid to use effective white space and embrace the long page with multiple sections of content. These new designs and the trends that will follow only add to the mobile experience and clean slick look or freshly designed websites.
Mike Adamczyk, Lead Web Developer
Interactive Sales Centers
In today’s technologically savvy world, consumers expect immediate information that is accurate and timely. Interactive sales tools speak to this mindset, allowing new home buyers to start the process of gathering information, even when the onsite sales person is busy with other visitors. Designed for touch screen kiosks and iPads, visitors can zoom, scroll and swipe their way through your content and data with the touch of their finger. mRELEVANCE recently launched an interactive sales kiosk at Bellmoore Park for The Providence Group. If you are in the Atlanta area, please stop by to see it!
We are already well into the year, it is hard to believe that it is April already. As you work on your strategies and campaigns, keep these various marketing tips in mind. Innovation can be tough, so when you have questions and need a strategic partner, give us a call at 770-383-3360 or contact us online!