Become a Modern Marketing Marvel

Another new year is upon us and so too is another year to transform your business into the best possible version of itself. Marketing done well is a blend of art and science. We hope this list serves to help you level up for the year to come.

1. Embrace Personalization: Consumers crave personalized experiences more than ever. Resolve to use data analytics to understand your audience's preferences and tailor your marketing messages accordingly. Examples of personalization in marketing are as follows:

🎯Targeted emails with unique content based on different audience segments

🖼️ Unique content curation for different social channels (Instagram vs. LinkedIn). Be careful - you could easily get carried away here!

🔄 Retargeting campaigns aid in brand personalization, but also with brand recall, campaign cost effectiveness and multi-channel reach. An example of retargeting in a marketing campaign could be as follows: Scenario: A customer, let’s call her Emma, visits an online clothing store but leaves without making a purchase. Initial Interaction: Emma browses through various dresses and adds one to her cart, but eventually exits the site without completing the purchase. Retargeting Strategy:

• Retargeting Ads: The clothing store uses retargeting ads that show the exact dress Emma added to her cart. These ads appear on different websites she visits later, reminding her of her interest in the product.

• Email Campaign: Since Emma is a registered user, the store sends her an email a day later featuring the dress, perhaps with a message like “Still thinking about it? It’s waiting for you!” The email might also include a special discount or free shipping offer to incentivize her purchase.

• Social Media Retargeting: The store also targets Emma with retargeting ads on social media platforms, showing the dress in different styles or worn by models for more visual appeal. Objective: The goal here is to re-engage Emma, reminding her of her initial interest and nudging her towards completing the purchase. This retargeting approach combines multiple touchpoints – display ads, email, and social media – to create a cohesive and persuasive reminder for the customer, thereby increasing the chances of converting the abandoned cart into a sale.

2. Leverage Video Content: Video content continues to dominate. Whether it's short-form videos on social platforms or longer, informative content on YouTube, make video a cornerstone of your strategy. Two full days of video production time per year with solid planning and strategy should be sufficient to create an entire year of high quality, unique original content that is suitable for streaming TV and short form video (stories, reels, shorts, etc.).

Video Storyboard Sample

3. Invest in SEO: SEO is not just about keywords; it's about creating valuable content that resonates with your audience and search engines. Focus on optimizing your content to improve visibility and credibility. For retail businesses, in particular, make sure your Google Business profile is optimized and consider using tools that track mobile foot traffic attribution and location-based keyword strength for valuable searches within your store geography (example - "near me" searches).

Optimized Google Business Profile example

4. Enhance Customer Experience: Every touchpoint with your brand should offer value and consistency. From your website to customer service to Google My Business, make the customer experience seamless an enjoyable one. A marketing technology partner can help you implement these basic upgrades:

• Installation of an SMS Webchat Widget on your website.

• Integrate of your Google Business Profile to activate Google Chat

• Activate Missed-Call Text-Back so that any unanswered calls to the business immediately receive a text message saying, “Sorry we missed your call - how can we help?”

5. Explore Emerging Technologies: Keep an eye on emerging technologies like AI, AR/VR, and voice search. Understanding and integrating these can give you a competitive edge.

📍 Make sure your business is accurately listed on all tech apps, particularly those that involve finding your business on a map using navigation technology, EVEN if you're not a retail brick and mortar business. Making it easy for people to find you when they need to is STILL important.

🤖 If you're running digital ad campaigns, find a partner who offers software-driven ad delivery, which is a form of AI.

6. Strengthen Social Media Presence: Social media is a powerful tool for engagement. Plan to be more interactive, responsive, and creative in your social media efforts. It is important that your brand standards are uniformly applied across all social channels as it creates a cohesive brand experience which fosters comfort and familiarity with consumers.

7. Focus on Analytics: Data-driven decisions are key. Regularly analyze your marketing efforts to understand what works and adjust your strategies accordingly. Beef up your knowledge of G4 and its new tools and features or find a partner who can help you do so.

8. Collaborate and Network: Build relationships with influencers, industry experts, and other brands. Collaborations can expand your reach and bring fresh perspectives. If you are seeking to niche into a particular industry, consider joining their association, seek out speaking engagements and post helpful social content.

9. Stay Flexible and Adaptive: The marketing landscape changes rapidly. Be ready to adapt your strategies in response to new trends and consumer behaviors. Signing long term contracts with vendors who offer no flexibility should be a thing of the past. Media companies are notorious for this!

Here's to a successful and innovative year in marketing!

Let's make 2024 a year of growth, creativity, and remarkable achievements. 🚀

Most importantly, lets #makeitpay.