In the rapidly evolving world of marketing, it can be challenging to know which marketing strategy you should be investing your time and resources into and which ones aren’t necessarily going to bring you the most significant ROI. This is a particularly important differentiation for small and medium-sized businesses to make because the difference can often mean expanding the business or watching it flounder.
To help ensure your firm’s future is one of growth and increased market share, read on for three innovative ways to enhance your current marketing strategy.
1. Integrate AI into the buyer journey.
While artificial intelligence (AI) is still in its infancy, there are already plenty of companies around the globe utilizing this technology to improve their marketing efforts as it helps to generate improved digital engagement and consumer interaction.
That being said, AI covers a wide range of different technologies as it includes anything that endeavors to imitate human intelligence. However, there are specific ways by which you can use AI in your business (no matter the size) to improve marketing processes.
At the beginning of the buyer’s journey, AI can be utilized to draw more visitors into your site and render a more engaging experience for them when they are there.
These applications include AI-generated content, AI-powered content curation, AI-based voice search, and programmatic media buying. To help draw visitors in and make them aware of your product (the next stage of the buyer’s journey), potential AI applications you should consider include propensity modeling, predictive analytics, lead scoring, and ad targeting.
When it comes to conversions (turning interested prospects into paying customers), AI can assist with dynamic pricing, web and app personalization, chatbots, and re-targeting.
In the final stage of the buyer journey, when you want to keep customers engaged and returning to your site, AI helps with predictive customer service, marketing automation, and 1:1 dynamic emails.
2. Take content marketing (more) seriously.
Too many businesses aren’t taking their content marketing as seriously as they should, usually because they don’t think that they are actually utilizing this medium for advertising.
However, if you are using social media, blogging, eBooks, or the like, then you are producing content that should be part of your content marketing strategy (if you aren’t engaging in any of these areas, then you might want to start!).
If you aren’t getting the results that you want from your content marketing efforts, or are just looking to take things to the next level, then you are first going to want to take a step back and compose your content marketing strategy. Make sure that you include how often the team is going to check in to brainstorm new content, review recent content, and share related responsibilities.
Additionally, to get the most out of your efforts, ensure you have specific business goals for your content, and know which metrics you are going to track to monitor the performance of the content you produce. This will help you to shift your perspective to be more buyer-centric and to generate a solid content distribution plan – both crucial elements for improving your ROI when it comes to content creation.
3. Create a compelling corporate marketing video.
Video is another underused marketing resource for many business owners, which is a shame considering the power that a high-quality video can have. For example, on average, including video in your social media feed produces ten times more engagement from your followers. Not to mention that video boosts conversions and sales, ensuring it provides a fantastic ROI.
The most effective corporate videos focus on telling a story while also thoroughly reflecting your brand identity. By combining these two essential elements, you are much more likely to find yourself in a position to make a deep connection with the viewers.
By presenting your products or services in a conversational format using an animated explainer video, for example, you are much more likely to have customers feel confident in your offerings and your company – and they can quickly turn into loyal patrons.
However, to reap the benefits, it is essential that you produce video content that engages your target audience and ignites their emotions. The best way to do this is by working with a professional corporate video production company which specializes in encapsulating the story and vision of a brand in video format while also having experience producing such in a range of styles tailored for each specific industry.
From AI to content marketing and video creation, this is where you need to be focusing your resources to get the most out of your marketing efforts.
Is your business looking to enhance its marketing strategy this year? If so, what direction are you planning on taking? What have you found that works well (or doesn’t work) for you?
Alternatively, if you aren’t sure what to do next, do any of these tips sound appealing? Let us know your thoughts and any experiences you want to share in the comments below!
Anthony Lam is the founder of Punchy Digital Media, a creative agency that helps organizations grow using animated videos and creative visual content.