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As 2019 gets into full swing, it’s time to refocus your content marketing efforts in order to expand your brand reach. Sure, you’re probably aware of the basic digital marketing techniques – and perhaps you’ve even mastered them. But that doesn’t mean you can rest on your laurels.
Rather, you need to investigate what’s new in the digital world and use those innovative tools to speak to new audiences.
Getting the basics right
If you’re just starting out or need a refresher on how to market your business in the digital age, it’s important to master the basics first. Luckily you don’t have to go it alone – there are lots of free marketing tools that can make your life easier.
That being said, you will need to understand the essentials in order to take full advantage of online marketing. For starters, get acquainted with:
- Search engine optimisation (SEO)
- Content creation
- Inbound and social media marketing
- Google AdWords
- Automation tools
- Press releases
- Digital launches
These are just a handful of the most common marketing tools and tactics. So rather than taking a scatter gun approach, test a range of different methods, find what works best for your brand, and build your expertise in a few different areas. Here are five to consider.
Tip #1 – Schedule Instagram Stories
Every business worth its salt should be tapping into social media. These communication hubs are no longer just places where people upload photos and catch up with old friends – they are an absolute goldmine for businesses with the marketing nous to capture their audience’s attention.
Instagram’s popularity has skyrocketed in the past couple of years. And in 2019, you can take advantage of that popularity by harnessing the power of Instagram Stories.
More than 300 million people interact with Instagram Stories every single day. What’s more, up to a quarter of Story viewers will “swipe up to follow a link and engage directly with a brand’s website”, according to a report by Brandwatch.
By scheduling your Stories for the coming days and weeks, you can weaponise the might of Insta Stories while saving time and – if you know how to set them up properly – increasing views.
Tip #2 – Tap into the Chinese market
A lot has been made about China’s militant governance of the internet in recent years. But that doesn’t mean there isn’t a market of excited users just waiting to find out about your business. While the government itself may have a firm grip over what its citizens can and can’t see, Chinese conglomerates like WeChat and Tencent (who just recently invested $150 million into social giant Reddit) are making waves all over the world.
Closer to home, there are millions of Australian-based WeChat accounts, while over the course of 2017, 1.4 million tourists spent over $10 billion in Australia via Chinese payment app Alipay.
They have the money and the willingness to spend – and spend big. So if you aren’t already looking into the Chinese market, there’s no better time than now.
Tip #3 – Communicate as a human, not a brand
Gone are the days when consumers almost tolerated being treated like a number. The internet has turned that notion on its head, and modern buyers – particularly millennials and Generation Z – demand to engage with businesses on a human level.
It’s important that you recognise this expectation and customise your approach to match. You need to convey a sense of self, rather than the bloated shell of an organisation that only cares about making money.
One of the best – and easiest – ways to do this is to create customised content. Instead of constantly turning to stock, developing custom content generates a personality for your brand and allows you to interact with clients on an emotional level. It’s no surprise that many businesses now work with content marketing agencies to develop and implement a strategic approach to publishing.
Tip #4 – Develop quality content first
Speaking of content, you can’t just knock out a few generic blogs and expect the customers to come knocking. Your content calendar should be a living, breathing entity that evolves with market conditions and how your audience engages with your brand.
Too many businesses rely on the sales pitch to find their ‘in’ with a customer – but that’s no longer the way people want to interact with a company. Rather, they want to know more about your story: what’s behind the brand?
If you’re not sure where to begin, take a look at some good content marketing examples. You’ll notice one common thread: these businesses aren’t delivering a hard sales pitch. They are offering visitors something of value. And when people recognise your brand as providing value, they will be more likely to investigate your products or services.
Tip #5 – Build up multiple revenue streams
The old saying “don’t put all your eggs in one basket” still holds true in the digital era. In fact, for businesses looking to make their mark online, it’s a mantra that could be the difference between success and failure.
Take stock and review exactly what you’re offering right now. How many revenue streams do you have? Are you only making money through your online shop? E-commerce is obviously a key weapon in your arsenal, but surely there are other avenues you could explore.
How can you keep your sales ticking after hours? Would people be interested in ebooks, workbooks or online courses relevant to your business offering? Write them. Would clients find something of value in taking a one-on-one coaching session? Start selling your time. What about collaborations with similar organisations – how can you leverage of their success?
There are myriad avenues to explore, and the only person who can figure out how you should diversify is you. It doesn’t have to happen overnight, but keep your eyes open, monitor what your competitors are doing and look for new ways to increase your brand reach – and your profits.
Could your content marketing tactics use a little help for 2019? A content strategy review can pinpoint exactly where you need to make improvements.