It’s time to embrace modern marketing. Are you still using yesterday’s strategies? Still sending the same message to everyone? Is your data in many silos? Did you know that your competitors may be running circles around you and serving your customers better than you can?
What is modern marketing?
Modern marketing is using the latest tools, technologies, and techniques over multiple channels to reach and track your customers.
“Modern Marketing is a holistic, adaptive methodology that connects brands with real customers and drives business results by blending strategy, creative, technology, and analysis.” ᔥ Oliver & Company
Having a modern marketing platform in place for a 360-degree view into marketing, sales & service
A modern marketing platform, like Agile CRM *Affiliate Link will contain all of your customer data in one place so that you have a clear view of what is going on with each customer in marketing, sales, and service.
A modern marketing platform tracks events and behaviors of your prospects and triggers automations based on those events. Those events may not happen all in one place. They may happen in email, on the website or in text messages, but they will be fed into the marketing platform so that you and your team have a comprehensive, 360 degree, view of things.
This allows you to tailor your visitor’s journey to them specifically. It takes them back to the “cheers” days when they felt like everyone knew their name. As businesses grew from Mom and Pop stores that personal touch was lost. Most customers just became a number and they felt it.
Today, your website will know their name and it will tailor to their needs. Gone are the days of dumb brochureware. For instance when you go to leave this page, if you are in our system and are a subscriber, you won’t see a pop-up. (unless you are on a new computer and the cookie hasn’t been set) Otherwise, you will see a pop-up invitation to join our newsletter. It’s intelligence like that that makes for a better customer experience for your users.
Why should you see an invitation to join the newsletter if you are already on it? How does that make you feel? Kind of irritated right? Like we don’t know who you are.But we do and that’s why we not only use this type of technology but why we think you should too. ~Marni
Creating content that appeals to your buyer personas
Once you know your buyer personas you must create content that is both interesting and relevant to their needs. You want to look at what your competition is doing and what is working for them. You also want to analyze where the gaps are. What isn’t being provided that you can provide or can provide a better version of? Fill those gaps and your ideal customers will come knocking down your door if they know you exist, which brings me to my next point.
Sharing your content on social media with present-day sharing tools
Most people know that they need to share their content on social media, but they are using tools like Buffer or Hootsuite that only send out their post once. Rarely do they remember to send it out again.
Today there are tools like CoSchedule *Affiliate Link that can not only help you to choose the right headline but that can also help you with your whole content production schedule. You can program it to send out one piece of content over a period of time with many different versions of social media posts. You can track the engagement on each post. If it’s evergreen content you can put it onto a re-queue to share it again and again. And that’s just scratching the surface of it. We use a strategy with our Agency Clients that get’s them 237% more engagement.
Sharing your content via video marketing
Include videos in your content and create short advertisements for your content that you can share on social media with the modern day sharing tools shown above. Also, add your videos to your newsletters. People are much more attracted to videos, according to Syndcast. 74% of all internet traffic will be video in 2017.
Boosting your content with Social Media Advertising and state-of-the-art Artificial Intelligence
As soon as you post your content you’ll want to give it an extra boost with social media advertising. If people reading your post see it being shared on social media, they are even more likely to share it. We use our AI Advertising to take it to that next level of modern marketing. It learns who is interested in your content and it gets better and better at listening for intent and targeting who it sends the advertising to.
Maximizing your website with advanced Search Engine Optimization
It’s not enough to let the humans know about your content, you also want to let the search engines know. Make sure that you are blogging on an SEO optimized platform like StudioPress Sites *Affiliate Link
Consistency in your content production is what will get you noticed by the search engines in addition to quality. Make sure that you are producing content that will appeal to the keywords your customers will be typing into the search engine.
Sending your messages to the right people at the right time
In addition to sending your newsletter out on a consistent basis, you want to segment your list so that you are only sending your messages to people who are interested in that particular content.
I remember one time when Switch.co sent me an email congratulating me in signing up for their new service. They me into an onboarding sequence. The only challenge was I had been a customer for over a year. I told them that their martech system was messed up, they said “Oh, no that was our marketing automation system that did that.” Then a week later they called me and tried to sell me the same service. I told them clearly their martech system was messed up. This time they said, “Oh, no that was Salesforce.” They clearly missed the point.
Your martech system should know who your prospects and customers are all the way through. It should know if your customer is really a customer or a prospect. I guess they really put a lot of people off with that, because shortly after, they re-branded as Dialpad.
Your systems need to talk to each other and stay in sync to avoid mayhem
Your systems MUST talk to each other, even easier, have it all in the same system so that can never be an issue. Even with using things like Zapier to move the data, if Zapier goes down so does humpty dumpty. If you want real security and data aggregation you could also use something like Segment, but that is out of reach for most small and mid-market businesses. I recently did a quote for one of my clients and it ended up to be $4,500 a month just for data aggregation. The is actually how I ended up at Agile CRM, having all the data in one place, to begin with. did away with that cost entirely.
It’s interesting that cost is as much a factor for a mid-market company as it is for a small business. At scale it matters, just as it does in the beginning phases.
Going beyond the website with push notifications
With a modern marketing platform, you can take advantage of push notifications to offer your visitors information or a deal even if they aren’t on your website or mobile app. You can read more about this here. It’s a great way to pull people back to your website when you post a blog no matter where they are at the time.