“Traditional marketing talks at people. Content marketing talks with them,” according to Doug Kessler.
Online marketing has evolved with time. Many companies are moving from the conventional setup of marketing and venturing online to target the tech-savvy customer. With mobile phones becoming a vital part of the consumer’s lifestyle, marketing efforts have become increasingly nuanced with specific targets, objectives and value propositions. Businesses are adopting automation tools such as CRM and Marketing Automation software that can put them on the right track. The process of automation is streamlining the sales and marketing process, in addition to measuring their performance.
As general situations seem to improve for marketers, many apprehensions and preconceived notions are creeping into the online marketing space. As this territory is getting saturated, businesses see no growth in embracing certain approaches that once gave great results. This may become a problem for online marketing. However, some people write them off as just myths, and even smart marketers are finding ways to use these myths to their advantage. If a particular strategy is not working for most, it is possible that it can still work for you. By attempting various strategies, it will help you to make the most out of your online marketing.
Here’s how you can transform some online marketing myths to your benefit.
Myth # 1: Twitter is Not Worth the Effort
The traditional mindset considers Twitter to not be that professional. Uncharted limits may not yield better result for sales reps.
Solution: Use Twitter cards to run campaigns.
Twitter Cards allow you to go beyond the 140-character limit of the platform and attach media experiences—such as photos or videos—to Tweets. Because cards enable your Tweets to stand out in a text-heavy stream, they’re perfect for introducing new products, sharing media and increasing conversions. Without leaving Twitter, your followers can download an app, visit a landing page, use a coupon or sign up for a newsletter or contest.
For example, the Lead Generation Card makes it easy for marketers to find and connect on Twitter with potential leads/customers. Adding this card to your tweets enables people to express their interest in your business without having to fill out a form or leave Twitter.“Traditional marketing talks at people. Content marketing talks with them,” according to Doug Kessler. Click To Tweet
Myth # 2: Social Media Automation is Evil
Automated emails, scheduled tweets and direct messages may send negative impressions to the prospective customers, as businesses are sending unwarranted updates and overselling their product.
Solution: Save your onboarding tweets.
Onboarding messages and Tweets are sent to customers for a smooth interaction with your product features. These can be automated and provide value to the users.
At times, it becomes difficult for a company to send messages to customers across different time zones. Because of this issue, automation can be extremely helpful.
Myth # 3: Email Marketing is Dead
No one opens or reads email. Most of them end up in spam folder or recycle bin.
Solution: It’s the most professional way of communication available for online consumers.
Try personalization of emails. This will help to ensure that the emails appear to be written by a human. Generally, customers prefer to engage with humans in all interactions. Advanced personalization through email marketing software can even help you change the design according to the customer preference. All in all, try to avoid making the email come across as spam or a sales message.
Myth# 4: Pop-ups and Sign-up Forms on Blog Posts Don’t Work Anymore
Consumers consider these forms of communication to be desperate attempts to engage through sign-ups.
Solution: Use content upgrades
A content upgrade is simply bonus content that people can get access to in exchange for their email address. Unlike traditional “site-wide” lead magnets, however, content upgrades are unique to the specific content that people are already reading or listening to on your site.
Content upgrades are not only a great way to make a huge impact on the growth of your email list, but because you’re providing extra helpful content, it’s a great way to have a big impact on the results of your audience, as well.
Myth # 5: Online Marketing is Rarely Straightforward
Many feel that online marketing is convoluted and businesses attempt to engage us as customers through unappealing means.
Solution: Strategize the marketing well to make it look straightforward.
Don’t go overboard in making your communication look like a sales pitch. Keep it simple and send out messages as needed. Give them clear CTAs so that there is no clutter in your communication.
A company considering taking advantage of online marketing to achieve its business goals should start by examining its objectives and target audience, as well as offering to understand where they have gaps in their marketing plans. “This enables them to create specific pieces of content,” says Heidi Cohen, Chief Content Officer of the Actionable Marketing Guide.