What is the best marketing strategy for 2019?

You’re hearing about chatbots, artificial intelligence, machine learning, constant changes in SEO.

These are all good. These are all important.

But what is the winning strategy for 2019? Simple: everything.

Our attention (as individuals) has never been scattered. We are inundated with information overload: on television, YouTube, Facebook, Twitter, Instagram, Snapchat, broadcast radio, digital radio, Google display ads, Google PPC ads, phone calls, text messages, search results, billboards, mail, newspapers, magazines, websites….. the input is overwhelming and from EVERYWHERE, ALL THE TIME!

And, we communicate through many different channels: phone, email, text, Facebook Messenger, some use LinkedIn. And of course there are instances in which good old’ fashioned mail is the only option.

There is no cure-all, cutting edge tool or method that is going to blow the top off your business. Instead the answer is conceptually simple, yet challenging to execute:

  1. Clearly identify your primary, secondary and tertiary target markets with focus and specificity.
  2. Build multi-channel campaigns that access these target markets through as many communication channels as possible.

What does that mean? It means you must continually:

  • Implement SEO and its associated lead capture
  • Create effective  PPC campaigns
  • Engage in face-to-face business networking
  • Remain active on social media
  • Send out e-newsletters
  • Place phone calls
  • Send follow-up texts
  • Use direct mail

And on….

What is the common element to all of these channels? Consistent branding and visuals, combined with compelling content. Check out our infographic on content over HERE.

So, what does a multi-channel lead generation campaign look like?

Check out this sample template for a 60 day sales campaign to a defined market, based on a prospecting list, creating 16 touches via 6 different communication channels:

Day Channel Message 1 Google Begin creating a custom audience for a remarketing campaign. 1 Facebook Set a Facebook pixel to initiate a remarketing campaign. 1-14 Facebook Ads to target or custom audience 7 E-Newsletter Case studies of how we help people like you! 7b Text message Check your inbox for the email I just sent! 14 Postcard arrives in mailbox 15 Outbound Phone calls round 1 begins 15-30 Facebook ads refresh Revised and optimized based on what was learned in the initial 2 weeks. 21 Personal email from sales rep / account manager 21b Text message Check your inbox for the email I just sent! 21c Outbound Phone calls round 2 begins 30-45 Facebook ads refresh Revised and optimized based on what was learned in the initial 30 days from facebook ads and e-newsletter clickthroughs. 30-60 Google re-marketing ads begin Messaging based on what was learned in first 30 days of the campaign. 34 E-Newsletter Valuable content that educates, entertains or informs the prospect, based on their interests, aspirations and fears. 40 Personalized letter arrives in mailbox from sales rep / account manager 42 Outbound phone calls round 3 begins Review lead scoring from marketing automation to determine how prospects have interacted with prior content, and adjust personalized message accordingly. 50 e-newsletter Content informed from prior steps in the campaign. 55 Outbound phone calls round 4 begins Review lead scoring from marketing automation to determine how prospects have interacted with prior content, and adjust personalized message accordingly.

The details to flesh out a comprehensive strategy like this spring from the core product or service, the core messaging surrounding that product or service, and the target market.

Is that a lot of work? For sure.

Does that require a lot of coordination? Absolutely.

Does that require a lot of discipline? It certainly does.

But your competition will do it, if they haven’t already. You need a team on your side, working all of these channels on your behalf. That’s where we come in.

Contact Ignite Strategies today to build an effective multi-channel campaign to pursue your best opportunities!

Comments are closed, but trackbacks and pingbacks are open.