Month: December 2014

Marketing Resolutions To Keep for 2015!

HNYWith the New Year upon us, most of us are taking the time to reflect on the past year and look towards the next. Everyone will soon be talking about how 2015 will be the best year yet – without it actually having happened yet! But it doesn’t have to be all talk. Here are four resolutions to keep in your marketing plan for the coming year:

  1. Check out the competition: See where your competition is spending their money, you could learn something! Are they focusing on branding themselves? What keywords do they use on their website? Knowing this information will inform your marketing strategy and will help find ways to help you stick out from your competition.
  2. Explore your social platforms: Find what platform works best for you and engages your target audience the most. If your subject matter is image heavy, don’t be disappointed if you’re struggling with success on Twitter – it may not be where your best audience is. Try Instagram instead!
  3. Invest in measurement: Whether you’re looking to launch a national campaign, book an ad in a magazine, or start a blog, make sure that wherever you choose to spend your marketing dollars on has the best ROI.
  4. Increase your curiosity: Never stop trying and testing new campaigns or messaging! You will not only keep your content fresh, but over time you will refine messages to your current target markets, and find new ones. Digital advertising is one of the most flexible mediums for messaging and testing new content. Get out there!

2014 wouldn’t have been the kind of year it was for CreativeWorks without my incredible clients! Thank you. Your businesses inspire me and I look forward to working with you in 2015.

To those of you following this blog or engaging in my discussions on LinkedIn who are not my clients, thank you for your interest and engagement. In 2015, I will continue to bring you hands-on, thought-provoking insights and case studies based on my personal experiences as the owner of a Canadian marketing agency.

On behalf of all of us at CreativeWorks Marketing, I wish you and your family the very best for the holidays and New Year!

Are there any topics you’d like me to write about in 2015? Please share your questions and comments below.

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Marketing Trend Predictions for 2015

2015 TrendsNearing the end of 2014, we sat down to make a few marketing trend predictions as to what brands should be on the lookout for in 2015. Here are our predictions:

Shareable Social Content

Be informed about what your audiences like and where they spend time. In 2015 brands will have to delve into customization and personalization for social channels, because the most shareable content (thus the most beneficial for your business!) is content with social value.

Original Content Marketing

Using content to market is an old strategy that has always been around. However, the topic of content marketing seemed to attract an abundance of attention in 2014, with regards to efficacy and about how hard it can be to produce quality content in large qualities. Marketers have been challenged to create more original content for more channels (websites, social, blog, newsletters and more) that is also valuable and educational.

Inbound Marketing

Similar to content marketing, inbound marketing relies on earning people’s interest instead of buying it. Creating quality content will attract people to your company and/or product. By aligning your published content with your customers’ interests, you will naturally attract inbound traffic that you can then convert and close over time. Publish the right content in the right place at the right time, and your brand will become relevant and valuable to your customers.

It’s a Smartphone World

Simply put, more people are spending time on mobile. Millennials especially – their phones never leave their side (it’s rare). Information and images should be optimized for mobile viewing. It may even be a good idea to start with mobile and plan to scale up content for desktops and laptops!

Use Video to Cement Relationships

Yes, video production if done professionally is expensive and time-consuming, but it really is worth it. Good content is conversational and creates a “human” aspect to a brand. Not only will brands have to explore more creative ways to produce content, they will also have to understand how to be trustworthy and authentic. Their chosen content, matched with a human touch, will help build the trusting relationships that help consumers keep brands at the forefront of their minds.

Advanced Analytics

In 2015 we should expect to see companies adopting data-driven strategies that go beyond accessing “big data” to actually integrating that data into everyday marketing decisions, campaign strategy, and product development. Brands will dig deep to uncover those actionable insights they can leverage to generate growth, sales, and identify prospects.

Do our predictions make sense to your business? Which trends would you like to implement in 2015? What are your predictions for 2015? Share your predictions with us in the comment section.

Your Social Media – When is it a Waste of Time?

social_media_ROIWhether you’re a small or big business, being on social media is a good idea. The visibility and connectivity accessible through social media has convinced most business owners that it’s worth their while. But what isn’t so clear is how to measure what’s working and what’s not, and when to drop a platform that’s just waste of time and energy.

While its possible to track ROI and conversions, it can be tough to accurately measure the effectiveness of a social media campaign. You might find that some social media efforts that drive visitors to your content can be measured in other ways. For example, if your social strategy isn’t so content-heavy, and if you are promoting products or events, then your business would fit a more traditional measure for ROI and conversions. The only way to know if what you’re doing is enough is to have a gauge on your ROI.

In order to get there, you have to align your objectives to your measurement. For each network (Facebook, LinkedIn, Twitter, etc.) you’ll need to have an objective before you can decide on how successful the network is. You’ll need to decide what measurement would be the most valuable to you. Maybe you’re a blogger and your goals are e-mail sign-ups and blog followers, or, maybe you are a retailer looking to increase sales and traffic to your website – either way you must consider your key metric. I can guarantee that if you have had no objectives for your social media, then you will be extremely disappointed with the results.

Capturing the data is the easy part – measuring interactions (likes, clicks, shares, followers) and analyzing traffic, reach, and leads, can help gauge what your business is getting out of its social media investment, but you’ll need to measure these outcomes against your objectives.

Like all marketing tools, each social media network provides some general trends and demographic information to help guide your decision as to which platform your unique business should focus on, but ultimately, you need to understand your brand and your audience before you can choose the right platform, set objectives and measure if it is successful.

If you leverage the right tools and tactics necessary to better understand your audience, then you are more likely to put out messaging and content that is most likely to increase loyalty, drive sales, and help you reach company goals.

Measuring social media ROI can be extremely frustrating and difficult. I’d love to know how you measure your social media ROI, and what metrics you measure. Share your comments and thoughts with me in the comment section!