TAKE ADVANTAGE OF RESPONSIVE WEB DESIGN.
We’re working on this for our own website and blog right now. In case you haven’t heard, responsive design means your website will adapt to the different browser sizes found on PCs, tablets and smartphones. There is no escaping the need for this as more and more of your customers go online with smaller screens. Soon people will simply go somewhere else if your site doesn’t fit the screen they’re using. Here are three great current examples of responsive design: Starbucks, Microsoft & Sony. Do it sooner rather than later.
CREATE CONTENT THAT MATTERS TO YOUR TARGET.
How do you make your brand top-of-mind in a sea of information? You create the content that your target is most interested in. How do you discover what that is? Do some research by asking on your Facebook page and Twitter. Or do a phone survey with evangelists. Once you have a short list of topics that pertain to your product line (even if only indirectly), you can decide on the best way to handle each.
Maybe one is a new video of a dedicated customer with an intriguing story to tell. Perhaps another is a narrated slide show. Here’s a good example: We found that in the tech category 99% of marketing is very dry and straightforward. So we created a very entertaining 60 second animation to tell the classic problem/solution story for our B2B client. Fresh content is how your brand stays relevant in 2013. Without it, you miss out on leads from search engines because you simply aren’t part of the news.
INTEGRATE ADVERTISING WITH SOCIAL EVENTS.
Four words of advice here for those with tight budgets: Think small. Promote big. Let’s say you have a new retail store opening. Promote your opening day celebration for weeks beforehand on social networks. Have a contest with some fun product giveaways. Ask fans who live nearby the new store what they’d like to see. Maybe hire a local band to play. Shoot video and photos on the day of the opening. Use those to create fresh content for the week following. If you advertise the new store in traditional media, be sure to include the social links so people can participate – before, during and after. Remember that just about everything your company does can be turned into a newsworthy event – if you approach it creatively.
GET EVERYONE IN THE COMPANY TO BE PART OF THE SOCIAL MEDIA TEAM.
Does your CEO Tweet several times a day? Does all of senior management contribute ideas for content on Facebook, LinkedIn, Twitter and Google+? Is there a robust team writing good stories for the brand’s blog? These are all best practices you find at leading consumer brands. This is not only a good way to harness lots of thinking power, it’s also absolutely free. It doesn’t cost anything to have a bigger team working on social media. And when management gets involved, they’ll have a better grasp of the importance of including your community in important decisions like new product extensions.
DON’T FORGET THE POWER OF GUERILLA MARKETING.
There’s another word that can be used to describe advertising that takes place outside of traditional media: cheap. Guerilla marketing is by nature brave, unexpected and attention-getting. Don’t forget those are key attributes for spreading via social networks as well. Will you have to pay for the ideas? Yes, of course you will. But unlike TV spots or PPC there is no media buy. And if the creative is truly outstanding, you’ll make news. And when it comes to cheap marketing, that’s very hard to beat.