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Serena Bonarski
by Serena Bonarski
on April 6, 2018

Happy April! It’s hard to believe that three months of 2018 have already flown by, but with Q2 starting, now’s the perfect time for some marketing strategy spring cleaning. It’s normal for the year to start off strong when you’re full of new ideas, energy, and drive. But then time passes, and the results aren’t as good as you thought they’d be. No worries! Here are four tips to get yourself back on track and start this next quarter right:

 

1. Re-evaluate Your Content Strategy

Few things are more disheartening than working hard on great content only to watch it fall flat. When you only get a handful of views and no conversions, you may wonder - where did I go wrong? It's not uncommon, but an underperforming guide or blog post is no reason to throw in the towel. The truth is, content marketing is a lot harder than it used to be, and just making more content isn’t always better. Today, people want easy access to answers, and that means longer, clutter-free content, comprehensive considerations of topics, and even - yes - ungating valuable information here and there. After all, if something’s not working, what’s the harm in trying something new?

Want to learn more about optimizing your content strategy this year? Check out our free webinar, Tips for Getting Your Content Seen in 2018.

2. Invest in Paid Advertising

Once upon a time, successfully executing an inbound marketing strategy meant putting in a lot of work and getting results. Nowadays, social media marketing and search engine visibility have gotten easier, but there’s a catch - you have to open your wallet. That’s not to say that paid ads are bad - far from it. With some careful strategy and an eye on your budget, a little paid advertising can mean a big payoff.
 
Facebook, Google, and other big-player paid advertising platforms have made it easy to be strategic by allowing you to make your target audience incredibly granular: from location, to age, to topics of interest. Even if you’re working in a somewhat niche industry, you can target your ad based on things like ideal customers or buyer personas for more qualified leads. In addition to targeting, keep an eye on whether you’re paying per impression or click. If you’re looking to get your brand in front of people’s eyes, impressions may be the right choice. If you’ve got a resource that can help you bring in the leads, go for clicks.
 
Another cool paid advertising opportunity is Facebook's recently launched “lookalike” campaigns, which allow you to target ads based on a list of current customers or leads. Facebook can take the customers or leads you input and use the data from their profiles, interactions, and more to find similar users. Then it puts your ad right on their newsfeeds.

3. Try Out Some New Tools

Sometimes all you need to kickstart innovation is something new to get excited about. Whether social media management is taking up all your time, or you feel like you aren’t leveraging a certain channel to its fullest extent, there’s an app tool for that. Here are some of our favorites:

  • HubSpot: Bet you didn’t see this one coming! There’s a reason we talk about HubSpot so much: it is hands-down the most user-friendly and complete platform for your inbound marketing efforts, with plenty of proprietary features and integration capabilities to cover all the target areas that your industry may demand. The price tag may seem steep at first, but HubSpot is a long-term investment for your marketing future. With all its functionality, we know you’ll find that it more than pays for itself.

Interested to see what you can do with the power of HubSpot?

Set up a free demo today!

  • BuzzSumoHow do you decide what content to create? If you’re like most marketers, you’ve crafted a system of educated guesses and trial & error - but there’s a better way. BuzzSumo is a powerful tool that lets you discover trending topics and relevant influencers. You can even analyze what your competitors are doing and strengthen your content efforts.
  • ListlyThis one kills a few birds with one stone. It allows you to curate content that’s relevant to your business so you can get a sense of what your target audience is interested in. Also, it makes your social media efforts seamless and effective: after putting together a list of great articles, videos, and resources and subscribing to the lists of others, you'll never have to search around for something to post again.

4. Incorporate Video Into Your Efforts

If a picture is worth a thousand words, imagine how much you can get out of a video. Videos have become essential to digital marketing. After all, you don’t have to look far to see how effective videos are in attracting and converting new leads. How much of your Facebook feed consists of videos? How about LinkedIn? And how many do you watch every day?
 
The good news is, in the B2B space and even some B2C industries, video is still in its infancy, so if you get in now, you’re still an early adopter. Video is a form of story telling that consumers love, whatever that story may be. Don’t assume that your business doesn’t have any content that’s video-worthy. Think company history, informational webinars, product demos, and more. Whatever you do, now’s the best time to incorporate video into your marketing efforts.
 
If your marketing results or efforts have lagged towards the end of Q1, don’t worry. There’s always time and space to try new things! Stay tuned on the ManoByte blog for more tips on how to take your inbound marketing to the next level.
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