Top 5 things to add to your marketing mix this year

Every business person is keen to get their business noticed – more eyes on your business often means more customers.

Here are my five marketing tips for 2014 to get your business noticed:

1. Facebook advertising

Facebook, especially for B2B, often gets a bad press, but don’t knock it until you’ve tried it. Used cleverly, Facebook advertising is great for raising visibility and getting your brand out there. 

The key to success with Facebook advertising is granular targeting. Facebook’s Power Editor holds the key to this; set up campaigns based on interest, age, gender, location. 

Segmenting your audience this way enables you to test messaging, learn who responds to what and more importantly, bin what’s eating at your budget with no return. However tempting, don’t boost your posts. You are unlikely to see ROI.

Relatively new to Facebook is the “Custom Audiences” tool, which enables businesses to connect with existing and prospective customers using their email address. 

Tailor your adverts to tie in with your email messaging; some companies have seen sign up rates increase by up to 43 per cent and cost per leads fall by 30 per cent. It is certainly worth investigating as a way to sell, up-sell, cross-sell and push out customer offers.

2. Retargeting

Many businesses are unsure about the use of retargeting as a form of online advertising and whether it is successful at attracting clients. 

Bizrate Insights have found that in reality, only 15 per cent of online consumers dislike retargeting adverts, meaning that most consumers feel neutral or positive about them, while a further 25 per cent said they like to be reminded of what they have been looking at.

The internet and all of its distractions means that consumers jump from page to page and can easily forget something which they may have wanted to look into further. With the use of retargeting, which works by leaving a cookie on the last webpage the user looked at, businesses can remind potential customers of their product, tell them something new and/or offer them a tailored deal. 

Again here, be careful to tailor your adverts very carefully and, while the majority still use Google for this, be aware that there are other options out there (we have used Ampex) so look for the most cost effective for you. 

3. Embrace video

With YouTube hits through the roof and more and more brands using video as an integral part of their marketing mix, video marketing has well and truly entered the mainstream and is a great way to get your brand noticed in an increasingly crowded marketplace. 

While this has historically been a relatively expensive practice, there’s now plenty of accessible technology making it easier than ever to produce good quality material. It’s the perfect medium for client testimonials, product overviews, footage from events and more, so use your imagination and get filming. 

It will really bring your brand to life, giving it real personality and colour.

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