Friday 16th of February 2018
It may not seem like it outside, but Spring is on the way; and as you pull out your warmer clothing, cleaning products for the home and plant your daffodils, it’s not just your personal life that you can work to perk up. Even if you follow a marketing and communications strategy to the tee within your organisation, it should never stop evolving and developing in line with the latest marketing trends and algorithms, but also customer demand and expectations.
There’s some easy, fast changes you can make to maximise your marketing potential this Spring with just a little bit of help from the PromoMedia team.
Get in touch with us today and give these a go!
If you’re booking ahead with ad slots or campaign placements ahead of time, check back on these a month before, a fortnight before, a week before, and a couple of days before. Whilst it’s often assumed that you’ll get the best deal by booking ahead, that’s not always the case – with cancellations and last-minute placements often going for heavily discounted rates and not necessarily being offered out to everyone.
Negotiate as best you can or call in PromoMedia’s specialist Media Planners to ensure you’re getting the best possible deal and that your placements and communications are clear, visible and as you expect.
Whatever channel you’re using to broadcast your message, check in regularly on whether or not they’re still relevant to your audience. Specialist channels are unlikely to fall in and out of favour but national press and other such publications can quickly become unpopular or ill-favoured and it’s important that your organisation doesn’t fall foul of this: just look at Nectar Card advertising in the Daily Mail!
Everyone schedules in social media ahead of time for efficiency and ease of delivery, but anything planned ahead of time needs to be checked back on before it goes live.
Facebook, Twitter, Pinterest and other social channels continually update and amend their advertising algorithms and options – and if you plan something in too far ahead, you may find that it gets caught up in new guidelines or data capture and that it doesn’t display correctly/gain the visibility you expect it to/make it through the automated background checks to go live.
If you, like most organisations, simply don’t have the funds or resources to hire someone to look after your social media full time and stay abreast of the latest developments and updates, check in with PromoMedia. It’s our job to know what’s going on with what channel and why, and we can advise you on how best to keep up in what’s an extremely competitive – and fast-moving – market.
Another area of digital advertising that’s in a cycle of continual improvement, and therefore development, is SEO (Search Engine Optimisation).
All too many businesses invest a short, sharp burst of time and money into reaching the top of the search rankings on Google and then never look back to see if they stay there. Yet Google’s algorithms (alongside other search engines) change on an almost daily basis, and as their requirements update, so does what makes or breaks your position in the rankings. What elevates you to prime position one day could bottom out your search score completely. Don’t get complacent!
Whilst SEO is no doubt a full-time job, most organisations just don’t have the resources to hire someone to work on this round-the-clock. Instead, outsource! PromoMedia can help you feature highly on SERPs (Search Engine Results Pages) and stay there no matter how things progress and change with algorithms, rankings and eligibility criteria.
Ensure you’re using the most Up-To-Date and Appropriate Channels
If your planned campaigns include specific channels for your various marketing placements, it’s important to make sure that they’re still the most relevant for your audience: and that you’ve covered all bases.
If an event is taking place that you want to target, have you considered advertising on the transport methods to the venue; or on the phone boxes and bus stops along the route; or stationing promotional staff outside to engage with attendees? Thinking outside of the box and getting creative with your marketing rather than just taking out bog-standard ads in event programmes can elevate your brand to the next level – and really get people’s attention.
Many organisations set up PPC (Pay-Per-Click) advertising online and if it works, leave it as is.
Yet there’s lots that be gained from playing around a bit with PPC and trying new combinations of messaging and keywords. Don’t limit yourself by settling for ‘what’s always worked’! Investing even just a limited amount in experimentation on low-value paid ads can help you identify new markets, niche customer segments not being utilised by competitors and gaps in others’ strategies.
PromoMedia can advise on ongoing campaign management as well as PPC experiments with keywords, demographic targeting and lead generation. Even if you’re not managing e-retail and don’t have a traditional goal for digital marketing, PPC can still work for you: so give it a go!
No matter how well your marketing strategy and objective were set, it’s important to re-visit them and re-map them often; not just in the Spring.
Our specialist teams of marketers can help you with all services, from re-vamping an existing marketing and comms plan to writing one wholly from scratch and introducing a little more creativity into your future campaigns and communications.
Pick up the phone or drop us an email and you’ll soon be on your way to a consistent, clear and creative brand approach that’s spick and span for Spring 2018!