Leeann Froese
Brands are finally accepting that they need to spend time and money on social media. Instagram accounts were set up, photos are being posted, and the savvy marketers have made the pivot to video. But despite all of this, reach is down, and it’s getting harder to get visibility.
So what can you do? Diversify your efforts!
Anyone who has worked with me or heard me speak knows that while I am a massive advocate of using social media as a marketing tactic, I have consistently for the last 12 + years (as long as I have been evangelizing Twitter, LOL), said I see social as only one of the tools in the marketing toolbox.
However, sometimes marketers forget this and put all their energy into social media platforms like Instagram and use it as their go-to marketing platform, especially if these programs are your comfort zone.
So let’s take a step back for some perspective and let me remind you of 10 marketing methods to weave into your tactical plan so you can get in front of your ideal audience.
Other Platforms: Don’t put all your apples in one basket – be sure to also post on other platforms. I still love Twitter (PS it’s where all the mainstream media hang out) and there is also YouTube, TikTok, Pinterest and LinkedIn. Also, do remember to update your Trip Advisor.
Google Business: As an add on to the point above, make sure your Google Business page is updated and reviews are responded to consistently.
SEO: Adding to #2 and speaking of Google, SEO is so powerful and can drive quality website traffic in the background for years. You need to generate relevant, quality blog content, make sure you have an optimized website with Google analytics, and know how to use them. Social media posts and pins on Pinterest can continue to send traffic to your site.
Paid Media: You can control the message here, as you are paying for it. Consider advertising on digital networks like Google and Meta, as well as in digital publications, sponsored content and even radio. Working with an experienced buyer of media is a great way to make sure your paid message gets presented to the right target.
Influencer collaborations: This is an extension of paid social media as influencers (or content creators) require compensation in some form, in exchange for posting about your brand. “Payment” can be product, an experience, or monetary, and which of these payments apply is unique to every circumstance. If you pay with money, then you control the message. It is important to connect with micro or macro influencers that align with your niche and values. Also you might want to work with an agency or someone that understands how to examine an influencer’s audience to make sure their followers are the right target for you.
Earned media (PR): Work with an agency or pitch yourself to media, considering newsworthy or seasonal angles. Note that with earned media you do not control the message. Eighty per cent of media wins result from one-on-one pitching.
Markets & Events: Get in front of people. Sponsor or attend local farmer’s markets or take part in relevant events to increase brand awareness.
Trade shows: Make the business-to-business connections to find synergies and get in front of trade buyers.
Loyalty or Referral Programs: Make it easy for your current customers to recommend you and earn points for future purchases. Set up programs that are baked into your point of purchase equipment and website.
Email marketing: Let’s all remember that sending an email to the right inbox can be a very effective way to gain brand exposure and even make sales. Actively grow your subscriber list with a fantastic newsletter with unique offers and first access to new products, services, or events!
