Holiday season. Q4. We’re finally here – the last stretch of 2017. As 2018 approaches, it’s time to reflect on your progress and rethink your marketing strategy as a whole. Even in traditional fields such as medical, the consumer needs are constantly changing and now more than ever, businesses need to get as personal with them as possible. Consumers are immune to the generic, the norm, and the mass-produced. To help you navigate the ever-changing online landscape, here’s a list of marketing techniques that aren’t worth your time:
1. Generalized Drip Campaign
Drip campaign refers to direct marketing methods such as email marketing (Think: Mailchimp). It’s widely used because companies can deliver information right in front of the consumers’ face. Drip campaigns are mainly pre-written content and are automatically sent at predetermined times in order to engage these contacts. The idea is to bombard your consumers’ inbox enough that they’ll consider buying the product or service. However, consumers are much smarter now; they do not pay attention to contents that appeared mass-produced. To make matters more complicated, many millennial consumers (age 19-35) use an alias email when signing up for newsletters; making many of the impressions from marketing emails useless.
The solution to this is to find ways to categorize your audience. Find ways to collect not only their emails, but their age/race/gender etc….Doing so will allow you to customize your content delivery with information that your consumers will find useful, which will increase engagement level. For example, we tend to build sign up forms that ask for additional information from our clients.
2. Focusing on Quantity
As consumers are drowning in high influxes of information every day of their lives, the last thing businesses should be focusing on is producing more and more useless content. In the age of The Internet of Things, businesses have to be smart and produce content that is engaging, thought-provoking, and most importantly, useful to their audience. Make sure the content is focused on one subject matter and serves a particular purpose. Example: driving leads to another piece of content or supporting a recent campaign.
3. Organic-Only Facebook Strategies
The misconception many people that most people have is gaining a large audience on social media is free. In 2017, Facebook surpassed 1 billion users. That is a lot of fish in the sea. Facebook organic reach is at an all-time low and continues to decline; researchers say that currently, only 2 to 6 percent of small businesses’ audience are seeing their posts. When it comes to marketing, the general rule of thumb is it doesn’t matter how many people see their content, if they’re not your audience, then it’s practically useless. Your high impression count does not matter if your reach is low. Instead of trying to do it organically, try using Facebook’s boosted posts and advertising to not only increase your reach but also ensure you are getting your message in front of the right people at the right time. It’s much more beneficial to dominate your niche pond than to swim endlessly in an ocean leading to nowhere.
4. Relying Strictly On a Text-Based SEO Strategy
People are multi-dimensional. It’s time for your marketing strategy to be the same way. Today’s consumers are all about multimedia; people want videos, images, and audio. They want options. It’s important to think about how your message can be delivered effectively to your consumers in all angels. Short video format was a big marketing trend in 2017. In 2016, video marketing was on the rise but once marketers saw that people weren’t listening to the audio, they started captioning every piece of video content and the format took off. Everything is revolved around consumer behavior; therefore, it’s important to be considerate of all forms of media people consume. Just optimizing the text on your website is not enough; it’s time to optimize your video, images, and audio files for searchers. By doing this, you are optimizing your messages in all formats that the users are searching for.
Our closing message: Treat your customers, patients, and clients like the unique individuals they are. Be open to new ideas. And most of all, don't be afraid to challenge yourself.