Four tactics to focus on when you’re short on marketing time (and money)
As a business owner, a company director, or a marketing manager, you’ll no doubt have 101 things to think about.
And how to best place your marketing resource is just one of them.
You might not have the time or budget to implement huge strategies across every channel – it’s not always that simple.
So if you could only do one activity in each area, what should it be? We asked the team…
You can’t create a winning strategy without the right keywords.
If you were to do just one thing in paid media, you should carry out keyword research. Keyword research is, well, key.
Bidding on the best keywords ties directly into how well you spend your ad budget. Select the wrong keywords, and you risk showing your ads to the wrong audience and ranking against the wrong competitors.
You might also find:
- You spend your budget too fast
- You bid on keywords that are too competitive
- You get the wrong traffic – ie clicks but no conversions
- You get low impressions and low impression share
You can carry out keyword research yourself – although you could get help from a specialist. Online tools like Google Keyword Planner, SpyFu, MOZ, and SEM Rush are straightforward to use. You could check your previous PPC campaigns for successful keyword conversions. It’s also worth checking which keywords your competitors rank against. Ideally, you should select keywords that have a high search volume and fit within your budget, while staying relevant to what your business offers.
Top tip: Look for long-tail keywords. These are phrases of three or four keywords – and they’re usually very specific to what your business offers. Long-tail keywords tend to be less competitive but still very relevant. You should place them in their own ad group or campaign.
Research your target keywords and competitors. Make sure you understand who you’re selling to. Without this, you could still miss the mark elsewhere and therefore fail to deliver better results.
If you were to do only one thing in SEO, you should get to know your demographic as well as possible. That means your target market, your audience, and your competitors.
Keyword research can help you understand what your customers are searching for. And competitor research can help you understand what rivals are ranking for. You can carry out this research yourself – but you might get more accurate results with the help of an SEO specialist.
By doing this, you can make sure you’re targeting all other SEO efforts at the right audience – driving the right traffic to your site. Traffic that will actually convert.
Video is the future of content marketing.
If you were to do one thing in content marketing, you should incorporate video into your strategy. Attention spans are declining, and you need to do what you can do grab interest over anyone else’s content; consumers are expecting more and more video from the brands they follow.
It makes sense when you think about it. Would you rather read 500 words about a product, or watch a two-minute video that shows off its best features and benefits?
On average, users read between 20-28% of the words on a webpage. But they’ll watch 2.7 minutes of a video. Video gets the highest engagement on social media platforms of all content types. And companies who use video marketing get 66% more leads than those who don’t.
Video can also be handy if development resource is preventing or delaying new content from getting onto your website. Videos can be hosted on sites like YouTube – then shared on your social media channels, or sent directly to your audience’s email inbox. So while it’s always advisable to have your strongest content on your website, platforms like YouTube are a simple – and user-friendly – alternative to get timely information out to your audience.
You could easily spend thousands on a slick, professional-looking – and professionally-made – video, but anyone with a smartphone can create a video. And in some cases, a simple social media video shot on a smartphone can bring a human touch to your brand marketing.
For example, showing George Hill Timber’s door range is far more effective than describing it to you.
Customers expect a response quickly. And not doing so could damage your brand image on a very public platform. All your followers can see whether or not you reply to people – and how.
If you were to do just one thing in social media, reply to all comments, queries, and complaints as quickly as possible.
You could be helping:
- Existing customers, who may then return
- Potential customers – by advising on your offering
- Any followers who aren’t yet customers, but could be encouraged by seeing positive customer interactions
If you respond well to customers, regardless of their comment, it can boost your brand perception to whoever sees it. But if you respond negatively, that’s seen too… Who didn’t hear about EasyJet’s latest social media incident?
Bonus tip: Don’t hide comments. There’s a growing population of eagle-eyed, social-media-savvy customers – and they can spot when comments are hidden.
Engaging with people on social media can be one of the easiest and cheapest routes to customer feedback. If you open up a dialogue with customers, chances are you’ll find out their pain points – eg issues with your product/service, your website, or the user journey. Equally, you could get positive feedback that you could consider going forward.
The best part? Responding to comments only takes a few minutes. And you can do it yourself for free!
These activities could be a great starting point before you venture into the area. Or they could be an ideal answer to limited resource.
Either way – you could get the best value and return for your time and money.