We can all remember a time when it was easy (and free) to post from a business page on Facebook and show it to the world. During the infancy stages of these digital marketing tools, the competition wasn’t as stiff, and these big conglomerate companies were barely charging for self-promotion.
Well, they caught onto the popularity, and today, if you want new people to see your Facebook posts, you have to pay for it. The same holds true for everything from Google search results to marketing on Instagram. Not to mention, because over 1 billion people sign onto apps like Instagram every single day, your content needs to be pretty decent for you to organically grow a following without any kind of assistance.
It can be downright discouraging and defeating. If you’re busy running a small to mid-sized company, you don’t have time to analyze social media marketing tools and trending hashtags on any given day; you have other things to worry about, like employee satisfaction and payroll.
So what do you do if your marketing isn’t working? You first take a step back, analyze what’s changed, and identify what has remained the same.
Marketing Tactics of 5-Years Ago Are No Longer
The pace of innovation and change within the digital world is hard to follow today. Businesses are getting a smaller rate of return than ever before, with algorithms constantly changing who sees, and who doesn’t see, your content for free. You have to post top quality content, frequently, and incorporate a creative element that hasn’t been done before. When someone copies you, you have to change the game yet again.
However, we are challenging you to see this with a fresh, new perspective. Think about it: if marketing is always going to change, that, in fact, is something predictable. If you know these changes are happening, pause, and take a moment to reflect on what is also remaining constant. If authentic and frequent content is the name of the game, focus your efforts on not only matching the game but tugging on the heartstrings of consumers everywhere.
Forget the One-Size-Fit-All Solution
As our world becomes more individual-centric, there is no longer a one-size-fits-all solution. Trust us, there is not a single solution out there that is going to solve all of your marketing woes and wonders while making every single consumer happy. Once you realize that, you will feel a sense of relief and newfound control over what you are doing. At Tomo360, our goal isn’t to target everyone but to appeal to the customers that are most likely to be doing business with you.
There is no magic tactic or secret sauce that so many companies claim they own. There is simply hard work, dedication, and the willingness to keep up with a pace of innovation that can seem frustrating at times. Here are a few marketing trends that have been continuously rising to prominence over the last 10-years:
- Word of Mouth Marketing:
People are tired of the digital anonymity that has been shoved down their throats. They don’t want to be told what to do from an ad or a cold call; they want to hear about recommendations from family and friends, read reviews, and get a more authentic take on a company before they invest in it.
So how do you adapt to this kind of word of mouth marketing? You stop and focus on your product or service. If you want people to recommend you, then your customer service needs to be top notch. To achieve this kind of popularity, you don’t need to do any marketing at all – you need to invest in your company and its proficiency.
- Authentic Content:
We’ve all seen the same 10 stock images at this point. People are tired of it, and they’re tired of copy-cat marketing tactics that were exhausted back in 2016. It’s rather simple; they just want authentic content. Only you know what is authentic to you. They want pictures of your team, personal blogs, and genuine experience that doesn’t feel like it was concocted simply for marketing. In this case, try “less” hard to appear as something you are not online. Just be yourself.
- Know Your Audience:
Do you know the general age, gender, background, and interests of your ideal buyer? Who exactly keeps buying from you, over and over again? Is it a 16-year-old girl in the U.S.? Then it’s time to focus on Snapchat. Is it a 65-year-old male around the world? Google might be more effective.
You get the idea. Internet users want to see companies curate a storytelling narrative made for them. They don’t want the one-size-fits-all ad; they want the clever ad that was clearly made with them and their wants and needs in mind. It’s easy to know your audience. Just sit down and look at the numbers. Once you’ve done that, you can pinpoint the exact channels that are going to provide you with some return.
Appealing to Basic Human Emotions
At the end of the day, marketing isn’t about mastering algorithms, buying stock photos, and rushing to be one step ahead of the other Instagram influencer; it’s simply about appealing to basic human emotions.
What is working today, as it worked yesterday, and 50 years ago, is authentic, word-of-mouth-marketing that plays into our own wants and needs. It’s being transparent, investing in customer service that is receptive to the client, and being true to your business platform. These kinds of actions have always created the winning business entities in the world; there’s no special marketing tactic that will help you overcome a faulty product or service.
So just remember, even though we’re buried behind phones and laptops today, that doesn’t mean we aren’t still human beings. Make more of an effort to focus on that simplicity in your outreach and realize that you can compete with the best of them.
Let marketing trends evolve and adapt; don’t let the noise distract you from what you already know. At Tomo360, we specialize in curating both unique and time-tested marketing strategies that will appeal to your audience, allowing you to focus your attention on running your business. It starts with you, your business, and a detailed and organized plan. Contact us today.