When it comes to managing your money, you’ll often hear it’s best to diversify your investments. Don’t put all your eggs in one basket, as the old saying goes. Experienced marketers know that digital marketing is no different – when you engage your audience in a variety of ways, you’re more likely to capture the interest of the people you’re trying to reach and maintain a positive relationship with them after the first contact.
There are many channels you can use to communicate with your audience, but the three most important are influencer marketing, content marketing, and direct contact. When combined, these three strategies can give you a huge advantage over your competition.
Influencer Marketing
Depending on how you measure it, brands spent between $5 and $10 billion on influencer marketing in 2020, and it’s no wonder why. Getting interesting people to talk positively about your brand is one of the most effective ways to distinguish yourself in the minds of your target customers.
Influencer marketing can be particularly effective for new brands that don’t have the budget for a broadcast TV advertising campaign. It’s also great for situations where you’re trying to reach a very niche audience – there’s no TV channel that caters to middle-aged Texan cycling fans, but there are Instagram and Twitter personalities who are hugely influential in that community.
Content Marketing
Simply put, “content marketing” means creating media that your target audience wants to consume. It serves two purposes: first, it drives them to your site or social media page, and second, it gets them to mentally associate your brand with content they find interesting.
What does this look like in practice? One great example is Red Bull financing and filming daredevil Felix Baumgartner’s jump from space – they knew their target audience of young men would find the stunt thrilling and subconsciously begin associating Red Bull with “extreme” and “cool.” But what if you don’t have the budget to send a man to the edge of Earth’s atmosphere in a giant balloon? That’s just fine; content marketing can also be something as quick and easy as an interesting blog on your site, or an aesthetically pleasing Instagram page, or offering a free coloring book – anything that will draw your target audience into your website.
Direct Contact
Finally, there is direct communication with your audience. Often, this will take the form of mass emails, whether that means using a list to keep in touch with current customers or sending out cold emails to potential customers. In the former case, this method helps you maintain a relationship with the individuals who already have an affinity toward your brand, while in the latter, it’s another way to get your name in front of future audience members.
People Pattern’s Audience Intelligence platform gives you the tools you need to master all three of these approaches – whether you need to identify new influencers who can act as ambassadors for your brand, analyze your audience to see what kind of content they’re most likely to respond to, or generate email lists of current or future audience members, People Pattern can help you take your marketing game to the next level.
Drop us a line and we’ll set up a demo of the platform specifically tailored to your use case.
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