Kyle Leighton is an American business executive, investor and entrepreneur, and the founder of Tapestry Girls.
Marketing is a constantly changing landscape in which what works (and doesn’t) evolves almost daily. Take Instagram, which many brands still use photo-first, despite the popularity of Reels. Or, take company blogs, which continue to provide value-packed, long-form content to audiences who likely spend less than a minute reading.
Given these considerations, what are the smartest moves to turn marketing dollars into profit-driving content?
Audit existing strategies.
Before setting out to reinvent the wheel, consider what worked last year. Using tools, including Google Analytics, can help you examine campaign performance and identify ongoing strengths and weaknesses. Valuable analytic insights can help you determine how your existing strategies are performing or what you could do differently.
Bear in mind that what works for one marketer may not work for everyone. One company’s outdated money pit could be another’s gold mine.
Tailor content wisely.
Ad placement and audience targeting are the two most effective ways to drive demand and conversions. Marketers who don’t target the right audience from the start simply set themselves up for failure. Remember, an “optimized” strategy doesn’t target everyone; it prioritizes those most likely to convert.
Start by doing market research to discover where your audience “hangs out” and what content they prefer. For instance, baby boomers often prefer Facebook and may respond well to video ads, Facebook groups and similar content. But younger generations typically spend their time on apps such as Snapchat, TikTok and Instagram, which means that targeting tweens on Facebook probably won’t drive many conversions.
Use complementary—yet diverse—strategies.
Modern marketing plans should take a multi-pronged approach by targeting multiple high-engagement platforms at once. From there, marketers can design strategies that complement one another to drive more conversions.
For instance, bloggers can use content marketing with SEO to bring in more visitors and deliver valuable content. In a similar vein, pairing text, images and video can increase organic search traffic, which increases views. And for social media campaigns, combining visual, audio and text-based content can drive greater engagement and conversions.
Add videos to your repertoire.
Consumers are increasing their online video engagement. In fact, back in 2017, YouTube alone was already generating more than one billion hours of video consumption per day. That makes video marketing an effective and essential tool for putting content in front of more eyes. And according to HubSpot research, 72% of customers prefer video marketing to text.
Whether you’re blogging, posting on Instagram or segueing into video-based apps like TikTok, video reels are more relevant—and crucial—than ever.
Keep up with market trends (cautiously).
Lastly, don’t be afraid to keep up with evolving marketing trends—as long as your business model supports their use. For instance, if your audience prefers Facebook, then switching to Instagram Reels is more likely to lose business. Marketers whose audience skews younger may have to change tactics more often to keep up.
In theory, improving your marketing strategy just requires a little research. Unfortunately, the reality tends to be a bit more complicated. But as long as marketers focus on their target customer’s experience, conversions lie just around the corner.
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