Are your digital marketing pieces doing the job you want them to? Regardless of budget, you expect your marketing content to make a difference. Does it? How can you tell if your overall content is focused properly?
- Follow the KISS principle?
- Appeal to your target audience?
- Generate leads?
Whether you’re creating brochures, product sheets, or emails, you have one goal – to persuade your target audience to do what you want them to. For any business owner, that means generating interest. Even more importantly, a response.
Avoid the shotgun scatter marketing approach
Keeping your marketing pieces out of the spam folder takes some effort. Your digital marketing can benefit your business. If not done properly, it has the potential to damage it. Remember the last time you received that unsolicited email for super-cheap articles (we’re talking $1 per article here). What about the company claiming they can get you 500,000 clicks in a day (not exaggerating). Those get annoying real fast, especially when it’s obvious the sender hasn’t researched exactly what you do.
The biggest challenge is to recognize your target audience and cater your marketing pieces to that audience. Sending blanket emails or direct mail promotions to companies that don’t tie in to your industry won’t do the trick and may even get you permanently blocked.
Create marketing pieces that work
Take the time to cater your marketing strategies to meet your goals. Business blogging continues to be an extremely effective digital marketing strategy that maximizes your potential exposure.
Despite the prevalence of social media, emails also continue to be effective, but you must offer value.
Communication with past (and satisfied) customers or clients encourages references through positive PR.
Take your direct marketing pieces beyond PPC, SEM, and SEO. Each is important but even more so is your ability to connect with your audience on a human level. Sure, you have to pay attention to how leading browsers rank content, but good writing is just as important.
Touch on the needs of your target audience. Do you offer something they need to enhance their business or sell their product? Does it offer value?
Does your piece ‘speak’ to them in a way that’s easy to understand your service or product? Without baffling them with you-know-what?
Bottom line: communicate. You’ll have a marketing piece that works.