Most of the time, you’ll be creating content for a specific geographic area (or very limited sub-geographic areas). However, you can also target the entire country, state, or city (or several of those, if you want to target a specific town or city).
The real opportunity in this area is to create content for locations with a very specific target market that is underserved by other types of content.
For example, if you’re a local bank, you could create an informational blog post on the best small businesses to serve your location. You could also target the larger banks in the area and create more in-depth content to help them out.
The same goes for a restaurant that serves a specific type of cuisine. The bank could create a full-fledged informational blog post on the best restaurants in the area, and the restaurant could create a blog post on the best restaurants for their cuisine.
This sort of targeted content can help you drive a lot of traffic to your website, which can be incredibly valuable if you’re trying to grow your business.
As I mentioned earlier, a lot of the marketing channels you utilize today are pretty standard. But that’s only because they are effective.
As we look forward, we can see some significant shifts in what’s effective in marketing. These shifts are happening because of the rise of personalized marketing.
For example, if you’re looking to hire a plumber, you’ll probably want to know that the plumber is reputable, has a good reputation, and is easy to work with.
So, you might use a tool that gives you a score for each of those factors. You could then use that score to filter out the list of plumbers that you’d like to consider.
If you’re a restaurant owner, you’ll want to know that your customers are repeat business-which means that you’re going to need to find a way to find out things like their age, gender, and income level.
And if there’s a specific product or service you offer that is of interest to a certain segment of your audience, you’ll want to know that that group of customers is interested in that product or service.
This personalized approach to marketing has been around for a long time-and it’s only getting more advanced.
How will these changes affect your marketing strategy?
If you look at it from an analytical standpoint, there are two ways in which this might impact your marketing strategy-either by making it more effective, or by making it more costly.
On the one hand, it’s possible that personalized marketing is making your campaigns more effective.
For example, if you’ve been using a particular marketing campaign that produces a lot of returns, you might find that it’s more effective because you’ve got a lot of information about your customers-and that information makes it easier to target and personalize your marketing.
On the other hand, personalized marketing might make your campaigns more costly.
For example, if you’ve been using a marketing campaign that produces a lot of returns, but it’s also time-consuming and expensive, you might find that it’s less effective because it’s not personalized enough to reach the right people.
What’s important to keep in mind is that personalized marketing is only effective in a specific context. For example, if you’re using a marketing campaign to try to increase sales for a new product, personalized marketing is unlikely to be very effective.
On the other hand, if you’re trying to increase sales for a product that’s already very popular, personalized marketing might be more effective.
So, for best results, you’ll have to try out different approaches and see what works for your business.
6. More competition
We’ve already mentioned that the amount of competition is rising.
There’s been a lot of talk lately about the rise of “platform wars” and whether there’s a real or perceived level of competition.
But it’s important to look at the competition in a different way.
The rise of competition doesn’t just mean that there’s more competition for specific types of products and services.
It means that there are more products and services being developed. And that means that you’ll need to learn how to sell your products and services better than your competitors.
This will be a long-term challenge that requires a lot of work on your end. But it’s also going to be an important part of your business.
So, how can you prepare to meet this challenge?
First, you’ll need to develop a competitive advantage that differentiates your business from its competition.
Then, you’ll need to learn how to position your business and its products and services in a way that makes it hard for your competitors to duplicate your success.
These six strategies are going to help you make that transition.
7. Better customer service
A lot of businesses are worried about being perceived as rude or careless.
They want to make sure that they’re providing their customers with the best possible service.
But that’s not always possible.
For example, a lot of companies that provide customer service will take a hard-line stance against people who don’t follow their rules.
And if you’re a business that’s trying to provide customer service, you’ll need to think about how to do it in a way that’s more friendly and welcoming.
What’s important to keep in mind is that customer service isn’t just about what you do-it’s also about how you do it.
You’ll have to think about the customer service you offer, and the different tactics you use to engage that customer.
And if you’re feeling overwhelmed by the task of finding ways to provide better customer service, take a step back and really look at your whole business.
What are you doing to make your customers feel welcome?
What are you doing to solve problems?
What are you doing to help them make a purchase?
And how can you do that in a way that doesn’t come off as insincere or aggressive?
8. More complex selling
The more products and services that you offer, the more complicated it is for customers to make a decision.
For example, a coffee shop owner might sell two different types of coffee beans-and it’s possible that some of those beans are in high demand.
It’s also possible that some of those beans are in low demand, and that the store owner wants to make sure that their customers know about these differences.
So, how can you better communicate these differences to your customers?
There are a lot of different ways to sell more complex products and services.
Here are some examples:
- Use multiple pricing models
- Use an integrated sales force
- Use a combination of both
- Use case studies to help customers understand the benefits of your product
And then here are some additional strategies you can try:
- Use video to tell your story
- Use social media to connect with your customers
- Use surveys to learn more about your customer base
9. More marketing automation
Most businesses are already using some form of marketing automation.
For example, they might use an email marketing tool like Mailchimp to send out newsletters and push content updates.
That’s one use-case for marketing automation.
But marketing automation is also something that a lot of people are thinking about.
And they’re looking for ways to make it work better for them.
For example, they might want to use marketing automation to send out mass emails to subscribers.
But they’re wondering if they should send out mass emails to their entire list or just a few people they want to convert.
If they’re using marketing automation to send out a lot of emails, they might find that they’re getting a lot of complaints from customers in the inbox.
So, they might want to use marketing automation to send out a welcome email or a follow-up email.
But they might also want to send out a sequence of emails, and then send out a sales email once they’re ready to make a sale.
So, what should you do?
Here are some strategies you might want to try:
- Use marketing automation to create and send out content updates
- Use marketing automation to automatically send out personalized offers
- Use marketing automation to automatically send out the offers and content that converts
10. More remote working
In response to the COVID-19 pandemic, more companies have started to shift their focus from traditional in-person work to remote working.
And that means that they’re going to need to find new ways to work together.
There are a lot of different challenges that businesses face.
And while many of those challenges aren’t going to go away, it’s important to be prepared for some of them.
By following these strategies, you can use your business to adapt to these new challenges and set yourself up to weather the next few months.
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