You have a business, sales have slowed, but you are still blowing through your marketing budget. Sound familiar? Not to worry, because you are definitely not alone. Many businesses fall short or peak when it comes to marketing. And much of it has to do with the current content marketing strategy, or lack of.
Is your content marketing on point? Do you need to regroup and make some serious tweaks? Content marketing is still a major player when it comes to growing a business. This is why 70 percent of marketers are investing more in content marketing.
And content marketing has gone beyond text. Businesses are combining video, text, and SEO, like this digital marketing podcast. The following dives deep into how to win at content marketing and maximize ROI.
Start By Really Getting To Know Your Audience
Getting to know your audience doesn’t mean throwing a big party to meet them all. Instead, this is actually much easier to accomplish that you might think, thanks to powerful targeting and self-serve advertising platforms offered by social platforms like Facebook and Instagram.
This has also made it easier for marketing agencies and consultants to better cater to the needs of their audiences as well.
“Knowing your audience is all about understanding who they are, what they like, where they are online (and offline), as well as their interests.”, says Matt Bertram of EWR Digital.
Why is this important? Well, you can’t develop a powerful content marketing strategy and win if you don’t know who you’re trying to reach. Who you’re really trying to reach. Here are a few questions to consider:
- What is the age range of your target audience?
- Where does most of your audience live (country, state, city)?
- What devices do they use?
- What are their interests online and offline?
- What social media channels do they use the most?
- Do they have an education background in common?
The list can go on, but you get the idea. Knowing your audience will allow you to create better content. Because if you can’t attract attention from your audience, you will waste valuable marketing money.
Analyze Content Marketing Efforts That Are Working (And Not Working)
This is another very important consideration when it comes to winning at content marketing, especially if you want to maximize ROI. If you already have a content marketing strategy with current campaigns, it is time to deep dive and see what is working, as well as what is not.
Doing this helps you identify where you are wasting money, and where you need to double down. For example, if you are pumping $1,000 into social media ads, but not seeing any conversions, or even an uptick in web traffic from social, it is time to make some serious changes.
But on the same coin, if you see that your email marketing efforts are crushing it, double down on email marketing and give your subscribers even more value. You can even divert money from social media marketing to grow your email marketing, thus maximizing ROI.
Let An Influencer Create Content For Your Business
Influencer marketing is no longer a trend, it is a viable marketing strategy that has serious ROI. Why? Influencers already have the target audience you want to reach and make long-term customers from.
Here are a few essential influencer marketing stats:
- 93 percent of marketers utilize the power of influencer marketing
- 9 out of 10 marketers agree that influencers are effective
- $18 is the ROI for every dollar spent
- 57 percent of marketers planned to increase their influencer marketing budgets in 2020
Statistics like those above paint a pretty clear picture. Influencer marketing can help you win at content marketing and maximize ROI. But finding the right influencers can be tricky.
To max out ROI and achieve influencer marketing success, you need to find influencers in your industry. These influencers will need to have a strong engagement rate, and meet the goals of your marketing strategy. For instance, if brand awareness is your top goal, find an influencer that knows how to do this to perfection.
Another important influencer marketing best practice is to ensure the influencer has influence on the social media channel your target audience hangs out on. If you want to reach women between the ages of 20 and 25, you need an Instagram influencer. And if you can add video to your influencer campaign, even better.
Wrapping Up . . .
Knowing how to win at content marketing and maximize ROI doesn’t need to be a challenge, or unachievable goal for your business. By employing the above strategies, you can revamp your content marketing plan and experience powerful growth.
And the above is to just get you started. There are certainly more ways to win at content marketing and maximize ROI. What’s your top content marketing strategy? We want to hear from you.