What Does The Future of Marketing & Advertising Look Like?
In a society that is ever-growing in terms of technology, AI, automated systems, and an overwhelming influx of content - how can you ensure your business is marketing effectively and properly? We're going to dive into that very topic and share some insights that will help you create high quality content as well as ensure you target the right demographics and audiences for your business.
Finding The Right Audience For Your Brand
So you've got a wonderful product ready to sell, but have you taken the time to figure out who'd buy it? Hopefully, but if not, that's what audience research and marketing is for! If you want to effectively and efficiently market your business, you will first want to configure your target audience(s).
Scaling social media can be a great, free resource to better understand how your audience may react to your business and subsequent advertising. Seek out similar accounts and pages that may have audiences that you think will also appreciate your business.
Online directories like the US Census or a local chamber of commerce have detailed statistics (for free) that can benefit your marketing strategies to help you better understand who you may be advertising to. However, if you've already set up your website, implementing Google Analytics will measurably improve your tactics to find the best audience for your product.
Search Engine Optimization (SEO) is essential for a business to find the right audience for its brand. By understanding your consumers searching intent to find what they are looking to buy, you can flip the script to better market and advertise your product by including similar keywords, rhetoric, visual design and calls to action to get them to your to website. Automated websites that provide statistical marketing value in terms of customer experience and interaction like SEMRush, Google Analytics and various insights from websites can help you to hone in on the right audience for your brand.
Once you've figured out your targeted audience, the next step is to actively engage with them, and nurture that connection, which will allow them to feel comfortable buying your product(s), repeatedly.
Where is Content Marketing headed?
The best types of content produce an emotion that compliments the product being sold, not necessarily focusing directly on the product itself. Understanding how humans feel and interact with your product can have immeasurable impact on your content marketing and increase engagement. Look at top-tier products like Apple, Google, The Ad Council, Coca-Cola, and Nike. They invoke emotional marketing tactics that elicit particular emotions that compliment their product and entice viewers to welcome its product(s) into their lives.
I truly believe the future of marketing and advertising is a human-centric approach that pairs quality emotions to a brand that in-turn gravitates consumers to buy. Pairing that with high quality content that engages and guides a viewer to understand those emotions will transform your lead into a prospect then into a consumer. But the one thing to remember is authenticity. Gary Vaynerchuk and Vayner Media's content intent is a perfect example of this.
This isn't a new strategy, nonetheless, the best brands executing this strategy thoroughly understand its target audience and how they will interact with its content marketing. Rome wasn't built in a day, and neither is a successful businesses marketing. Consistency is key and high quality marketing through social media, email marketing, paid search advertising, and consumer engagement is here to stay for years to come.
Supportive Statistics that Magnify Results
I mentioned early about how statistics can be used to quantify your business and brand. Once your content marketing is established, website's running, and a few ads ongoing, it opens the opportunity to learn about your consumer's habits. Popular websites like SEMRush, Google Analytics, FB Insights, and others can help provide information through demographic, psychographic, and situational analysis. All three of these are important and should be taken into account when trying to produce more effective marketing strategies for your business.
Alternatively, customer relationship systems have become a standard in today's industry. Breakout companies like SalesForce, Hubspot, Wordpress.com and Wordpress.org, Drupal, WooCommerce, Wix and Shopify are all excellent choices to organize and streamline your consumer data and experience. But, just like with consistent marketing, you'll need to be consistent in your engagement practices on a CRM platform.
Many of these services have complimented plug-ins and automations that help provide relevant statistics about your demographics and their buying habits. A great way to build a unique user experience is to first keep things simple for the user, but also be there every step of the way with them. Meaning, add a pop-up chat in case they need help, send a follow-up email after a purchase or sign up from a webform, invite them to like and follow your social media, or if you sense reluctancy in their first purchase, offer a small discount on the first sale!
It's Not About Your Product, But Your Consumer
We've mentioned how to find your target audience, how to build a foundation for them to build trust with your brand and how you can best interact with them on their buying journey from lead to prospect to consumer. I want to express again how I believe a human-centric marketing approach will be the way of the future and implore you to focus on consumer search intent, buyer experience and how your marketing and advertising is making your potential customers feel. Although it may not be as easy as one things to create an authentic emotion-driven ad for your brand, it's quite clear that today's top industry leaders are doing just that to bring unique experiences and emotions to its audience(s), which ultimately lead them back to their products.
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