Why you should diversify your marketing strategy
Repetition ingrains messages into your audience’s heads. Repetition makes your message more believable. Repetition is a good thing. But repetition quickly becomes annoying. And it becomes annoying. Reiterating your message is imperative. Using the same words or phrases to key in consumers to your value and purpose is necessary. But doing so without changing how you talk about your products or services causes your marketing to become too repetitive. The easiest way to avoid this is to vary the mediums you use on your website and social media accounts. Instead of just blogging, add videos or podcasts. Do you offer reference guides or case studies that demonstrate how your product or service works? Try implementing a free trial. The more you can vary how you talk to consumers, the more likely they are to continue consuming the content you create. A Powerful Example PowerObjects is a Microsoft partner that has effectively introduced video in addition to traditional white papers and technical documentation. For them, it’s not about quantity or quality, but relevance. Every piece of content PowerObjects produces drives consumers through its funnel because the company understands what information its customers want and how they want to view it. “I think the overall way that people want to consume content has changed significantly,” said Jeff Wedren, associate vice president of global marketing at PowerObjects. “They don’t want to spend time doing a ton of research, so providing something that’s a little more human goes a long way.” After years of testing, PowerObjects realized its audience wanted more visual content. Since its initial push, it has produced more than 150 videos, including in-depth case studies, vlogs, and videos that highlight its culture. Types of Nontraditional Content WATCH: Video content, whether 15-second social media clips or long-form case studies, is proven to drive lead generation and, ultimately, sales. Ninety percent of users claim that they use product videos to help them decide which goods they should buy. On the other side, more than 40% of marketers say that video or other visual content is three or four times more effective than text content. LISTEN: Many entrepreneurs use podcasts to position themselves as leaders and authorities in their industries. For companies, the 25% higher conversion rate (over traditional blog posts) is a no-brainer. If you don’t want to start your own, becoming a guest on an active podcast is the quickest way to establish your credibility and increase brand following. EXPERIENCE: When customers are able to test the product themselves and see how it works within their world, you don’t need to spend so much time aggressively selling. While it works best for intangible products (like software or other gaming apps), companies like Amazon Wardrobe and Stitch Fix adapted the model to allow consumers to “try before they buy” with tangible products. Implementing More Media in Your Marketing Strategy Any marketer can add new media types to his or her marketing strategy. The trick is making sure it sticks. To do that, you need to know what risks to take, when to take them, and how to adapt to your customers’ feedback. 1. Understand the Basics The biggest hurdle to implementing any new media is understanding your consumer, their motivations, and their tastes. User stories are central to the successful implementation of any new media format. Age, economic status, gender, and lifestyle all affect how much time a consumer has to give you and what they expect to receive from you. 2. Learn to Take Educated Risks As a marketer, you will always be concerned for your brand image, and trying something new invites the opportunity for failure. But you don’t need the best equipment or the largest team. You just need to have good intentions. 3. Know How to Adapt More so than ever, the marketing landscape (and the toolbox at your disposal) is rapidly changing. In order to keep up and continue providing quality pieces of relevant content, you have to be willing to change at a moment’s notice. Use your customer base as a guide, listen to their struggles, and adapt accordingly. Don’t repeat the same mistakes so many companies make. Implementing new media types into your strategy is risky, but it also allows you to create material for consumers that won’t get old.