4 Digital Marketing Resolutions for the New Year
At the risk of damning these ideas by calling them resolutions – which means we’ll swear we’re going to do them, but they never get done – here are four ideas worth adding to your plans for 2017. (That’s a very manageable one per quarter for the whole year, so no excuses!)
For anyone working at anything smaller than enterprise level, marketing automation sounds scary – and unattainable – because of the expense. That’s not the case.
Yes, you can implement tools with some astronomical seat license fees, but without an enterprise-sized audience, you’re not going to reap a reasonable return. Instead, build (or upgrade) your website so that it’s focused on conversion. That means
- Publishing content that generates interest
- Developing calls to action to build your list
- Automating your email for drip marketing
You can get fancier later with behavior-based triggers and other kinds of automation, but keep it simple to get started. Once you see results, you’ll be able to gauge how much of an investment makes sense.
Another to-do list item that seems daunting and expensive. It doesn’t have to be. Even if you invest in full professional scripting, production and on-screen talent, video is useful in so many ways that you’ll be able to make your investment more than a one-shot deal.
One idea is to book your crew for a half-day shoot and prepare 5 or 6 – or more – pieces. If all but one of your pieces are evergreen, you can roll them out over the following few quarters as part of drip marketing campaign. Or you can shoot clips that will work as part of the time-based automation you have already put in place. (See above.)
It’s not just in politics that we’re living in a “post-truth” world. It’s hard to believe anything you read anymore on just about any topic. Your prospects are skeptics, too. Which is why trusted sources become so valuable.
Organic or paid, connecting with influencers can be an incredibly productive way to increase your reach and your standing in the market place. Social media makes it easier than ever for you to reach the influencers. (And, in turn, for them to to have the incredible reach that you’re trying to leverage.)
The key is in finding influencers whose audiences overlap with your target audience, and whose services are complementary to yours.
Partnering with colleagues is almost 3a rather than 4, but since this is your resolution for the 4th quarter, we want to make it easy. (We all know how insane the 4th quarter can be …)
Again, the goal is to find colleagues whose audience overlaps with yours but whose services do not. The difference here is that you can frequently go one step further – or a step in a different direction – than you would with influence marketers by creating joint efforts to market around. (A wine shop and a restaurant can host wine-tasting dinners, a market research consultant and a digital marketer can create a consulting package, and so on.)
The four ideas above shouldn’t be an overwhelming amount of work for the new year – and they should provide you with a great return on the time and money you invest in them.
Since 1996, Andrew Schulkind has asked clients one simple question: what does digital marketing success look like, and how can marketing progress be measured?
A veteran content marketer, web developer, and digital strategist, Andrew founded Andigo New Media to help firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either.
His work touches social media, search-engine optimization, and email marketing, among other components, and he has presented at Social Media Week NY and WordCampNYC, among other events. His writing appears in various online and print publications.
Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?")