3 new ways to market in the digital world
After recently attending the Direct Marketing Association in San Diego, I found out that not only am I not behind on current trends, I actually know much more than I even thought. I left breathing a very big a sigh of relief. These days it’s hard to know what we know, so moments like these are priceless.
As always, marketers are searching for their niche in an increasingly overcrowded, noisy market. What I discovered is too many brands are trying to be everything to everyone. A better approach is to simplify your Health Nutrition brand’s main marketing message and share it more effectively in the digital world. Here are 3 ways to do that:
What do customers really want? They want a genuine and engaging brand experience no matter where they are or what device they are using (i.e. mobile phone, iPad, laptop.) This is called Real-Time Marketing or what I like to refer to as “Already Marketing.” That’s because you are already sharing the details of an event before it has even ended. These days, customers expect your events to be shared in real-time in a format that allows them easy access to the details, such as Twitter or through a live Webcast. If your Health Nutrition brand is hosting a special event, be sure you have a team ready to man the live feed.
Personalization is Key
Personalization is not a trend, it is a market expectation. Customers are now conditioned to expect personalization. For instance, Netflix automates your movie recommendations, Amazon suggests products based on your viewing history and Facebook has personalized news feeds that matches your search behavior. Personalization is not just useful for big brands with huge budgets. Small to medium sized brands are now tailoring their content marketing and social media to specific audiences at different stages of the buying cycle. To do this, you must develop a clear understanding of your target audiences and give them the engaging content they want and need. Here are a few statistics I found to be very interesting according to The Annuitas Group: Content marketing costs 62% less than traditional marketing and generates three times as many leads. Furthermore, these numbers aren’t limited to a single case: 82% of marketers who blog reported positive ROI on their efforts. Once these nurtured leads are in conversion funnel, they spend 47% more than non-nurtured leads. As Seth Godin says, “Content marketing is the only marketing left.”
Finding the right people to represent your brand is another critical key to marketing in the digital world. Not only can these ambassadors give you multiple real-time opportunities, they will also live the brand and pass on their experiences of your brand to others on social media channels that can be liked, shared and followed. Consider which thought leaders your Health Nutrition brand might align with, and start inviting them to engage with your brand. Their followers will be right behind them.
Read more about what’s trending in health nutrition marketing: