A survey given to professional marketers in the United States reveal that in 2017, the most crucial digital marketing investment to seriously consider is a brand website. More than 62% say that having a website is the most effective way to reach your target market although one must not exclude email marketing and the use of social media. This three-prong approach is, by far, a must-have when defining your marketing goals for 2017.
The Unbranding of a Brand Website
There is nothing new about having a brand website. It is a long-term investment that demands time, resources, and fresh dollops of creativity and uniqueness in order to attract your desired market. Probably the main reason why anyone would balk at creating a brand website is the overall cost. In 2017, the trend will be to “uncommercialize” your brand website so you focus more on the soft sell rather than the hard sell. It will still require some investment and possibly a mindset adjustment.
Fortunately, there are ways to build your brand website without spending a fortune or making ghastly unbranding marketing errors. The basics of branding for 2017 include:
- Branding is constantly evolving, a mental perception others have of your business
- Effective branding will sell your business as one of the – if not the go-to website – in your respective industry
- Subtle digital branding affirms your credibility and boosts loyalty
Branding should supply the following answers:
- My business is known and appreciated because ______.
- People share and talk about my product because _____.
- My products can influence the positive actions of others because _____.
Your brand website should be able to establish a connection between you and your customers. If you can do this, you will make it easier to realize your 2017 business goals.
Enhancing your eMail Marketing Plan
Still connecting to the trend of humanizing business in the global market is the new trends in email marketing. Instead of trying to solicit interest and business by sending out digital flyers through the email channel, the idea is to tell a story without misleading or falsely representing your business.
Today, people would rather follow an unknown brand that is truthful and transparent but able to emotionally connect with its visitors than follow a brand that is cold and demanding. Thus, instead of flashy advertising and marketing gimmicks, consider real tones from real people veering away from the strategy of “Buy, buy, buy!”
Focus on the value rather than the quick sale.
Social Media in 2017
This year will be the year of personalized content. This will require the intense use of analytics and profiling to get the marketing mix right. Businesses with a defined market (doctors, architects, mothers, students) will have an easier time finding the perfect content compared to businesses that cater to a wider spectrum. However, with good organization, personalized content is very manageable.
At the same time, there is a move towards more interactive content which should help tremendously in building brand awareness.
Marketing in 2017 should also include venture into virtual reality or the 360 degree video. Using one of the GoPro cameras (or its equivalent) makes it easier for small to medium business owners to improve their content with quality videos.
Finally, Livestreaming has taken a life of its own as more and more people are using it to market their brand. This option makes it easier to “tell your story.”
If you are planning your marketing for 2017, do consider these ideas and add them to your goals for the year. These are certain to help you develop deeper relationships with existing customers and expand your customer base by offering value over the typical hard sell.