Choosing the Right Blend of Marketing Channels for Your Brand
As the marketing manager for a property brand looking to design a content marketing strategy to market your organisation in 2020, where do you start? Is it enough to write a blog every month and spread awareness with a post about it on social media, or do you need a more targeted and comprehensive approach?
In today’s environment challenges abound, Brexit is still causing chaos and the COVID-19 pandemic has changed the entire landscape of the country, and the light at the end of the tunnel is visible only if you squint hard enough.
That’s why it’s so crucial that you meet your audience on the platforms they use, so you can deliver your messages in a way your audience is familiar with and most receptive to.
To do this you need to get inside your audience’s mindset, understanding their preferences, interests, socio-economic backgrounds, age-range and even the gender split of your audience.
Each channel has its place in the marketing mix
The channel you ultimately choose to deliver your marketing message on depends on what message you’re trying to send. If you’re looking to attract brand new customers quickly, you might be best placed investing in paid media, including Google advertising and paid posts on social media.
Or if you’re trying to engage visitors to your website, who are at this stage prospective customers, email marketing can be a powerful lead-nurturing tool. Email automation series can prove a powerful tool in keeping your business at the front of your customers’ minds.
Pay per click (PPC) advertising is a powerful tool for attracting customers who might be interested in your business. PPC adverts come in the form of the listings at the top of Google search results, marked by a square containing ‘Ad’.
Just how powerful is PPC? Well, web browsers are 50 per cent more likely to make purchases when clicking on PPC listings compared to organic results. A well-crafted PPC campaign can create leads, sales and new loyal customers in no time at all.
Of course, you need to have the right budget to compete in a crowded space and to match your communication ambitions. It’s also crucially important that your target audience is defined in great detail.
Your audience can be segmented using a series of specific ad groups, targeting specific keywords. We regularly do this for our clients while emphasising the importance of carrying out extensive tests to optimise campaigns and ensure every penny spent is being put to work to return high-quality, engaged leads.
A massive 59 per cent of digital marketers claim this digital marketing channel generates the most ROI for their organisation.
Email marketing is a powerful tool to say the least. Email marketing automation is the smart way to do email marketing, but you might not have heard about its benefits.
With email automation, you can nurture the new leads for your business that you have spent so long trying to acquire. Email welcome series give leads the gentle push they need at the right time to convert their interest into a sale.
We have our very own smart email automation product. InsideOnboard will create a powerful welcome series for your brand. The series can be used as a platform to shout about your brand values and services, eventually building the subscribers’ trust until the point that they are confident enough in your brand to make a purchase.
Your website is one of the very best marketing channels that you have. It benefits from being a free platform for you to espouse your brand values and company USPs, and by definition visitors to your website will be interested and receptive to your products and services, as they navigated to your website by choice.
A website is more of a slow burner when it comes to marketing. On your website you can use your blog as a resource for the latest news about your brand, you could announce a new line of products or a new service or give your audience useful tips on how to use your products or services.
Your blog can also serve as an opportunity to demonstrate your expertise and knowledge. We often create thought leadership content for our property clients. Thought leadership is a “type of content marketing where you tap into the talent, experience and passion inside your business or from your community, to consistently answer the biggest questions on the minds of your target audience on a particular topic.” (Marketing Insider Group).
By demonstrating your understanding of your niche, you inspire trust in your brand from your audience.
One of our clients is a shared ownership company who are looking to become the voice of shared ownership in the UK. They turned to us to help them achieve this, and we have produced in-depth articles for their website, explaining in great detail the sometimes confusing landscape of shared ownership. Their ambition is to be the go-to hub for shared ownership in the UK. To do this they needed to improve the content on their website and do more to demystify the process of buying shares in a property. This is where the skills of expert copywriters and marketers is invaluable.
Social media is a great platform for meeting your customers or potential leads. It can be used as an organic marketing tool, or posts can be boosted so they are shown to carefully segmented audiences.
Social media can be used in a number of ways, from publishing a new blog post you’ve added to your website, announcing a sale, or just generally marketing your products.
Instagram can work well for more visual brands. This applies well to many in the property industry, such as a boutique estate agency we work with.
LinkedIn, on the other hand, is a great tool to allow business leaders to create and share thought leadership content with their network. This boosts the profile of your businesses’ leaders and the brand as an extension.
The inside track
Are you on board with the different way we do things at InsideCopy? Excellent.
Take a look at our services, including copywriting, to fit your purposes, whether it’s refreshing your outdated website copy, for example.
We’re here to act as an extension of your brand and help you achieve your goals this year, from boosting your customer conversions to building your brand’s authority.