Life online is constantly changing, and the most successful businesses evolve. While your marketing strategy may be working today, it might not be as effective six months, two years or ten years from now. The key to longevity is your ability to build flexibility into the mix. Try these two offbeat techniques to add lasting zing to your campaigns.
First, take a cue from television and indie publishing, and serialize your content. TV shows draw viewers in with episodes that unveil bits of information over time. Each week, a new episode reveals another piece of the story’s puzzle, and viewers become increasingly invested in the characters. Authors have adopted this model, too. Books in a series typically sell better because readers always have new content to consume. So take that one great blog idea and spread it out over three or five blog posts. Your content will engage followers over a longer period of time.
Second, focus on the fun. For example, at events, we run a Social Media Jeopardy game with small cash giveaways. It’s always a huge hit. Why? Because it’s fun. Everyone likes to win something, especially money. There’s always a lot of laughter and people cheering their teammates on. Plus, the game reinforces the social media tips we share in each presentation. Other ways to do this are with trivia games using company facts, contests for naming new products or services, or inviting customers and employees to volunteer with the company . . . all which can be shared on social to build your brand.
As you implement these methods, don’t forget to review the numbers periodically. It’s been said that you can’t improve if you don’t measure, and it’s true. In the digital world, luckily, measuring is reasonably easy to do. We have an unprecedented amount of data at our fingertips. Use statistics to your advantage. They provide real-time data on what your audience likes, dislikes and responds to.
Don’t be afraid to go off the beaten path with your marketing. It’ll keep you fresh and in front of your audience for years to come.
