4 Tips For Innovating Your Tired Old Marketing Campaigns

John Boitnott

Within their practice, many businesses focus on immediate concerns such as overhead, revenue, client satisfaction, or funding. It’s easy to overlook more intangible elements of business strategy when paying rent for your office next month is more pressing.

However, marketing campaigns are crucial to a company’s longevity. Even though they may not always be successful, they generally attract new customers, help establish your brand, and even build customer loyalty (more on that below).

If your business has been using the same tired advertising and nothing seems to be working, there are plenty of fresh ways to engage your audience online. Here are 4 tips to innovating your marketing campaign for a digital world:

1. Hire content writers

People consume voracious amounts of content online, and the power of content marketing has never been more apparent. Content marketing, in essence, is sharing original or discovered content online, through a blog, social media, or any platform of your choosing. When done right, content marketing provides value to your audience, encouraging trust and return customers.

Smart, well-written content also makes your business seem like a thought leader in its industry and can lead to invites to conferences, meetings with other powerful companies, and new customers. To successfully run a content marketing campaign, you’ll need to hire a team of content writers. If you don’t have the resources to build an in-house team, you can always utilize a service like Contently or Clearvoice to create the content you need.

2. A/B test everything

This is perhaps the golden rule of marketing. Successful innovation often gets confused with guesswork, instinct, or a savvy entrepreneur’s gut feeling. The reality is that innovation succeeds when it is tested and refined. Whatever marketing campaign you try, make sure you A/B test it. This means that you try variations of your campaign out on different audiences. Maybe you change the copy of your ad or try a new color scheme. Test it out on a portion of your audience, and see if it performs better than the version you are currently using. Tools like Optimizely or Unbounce can help you create these set-ups and ensure that you’re on the right track, no matter what you’re experimenting with.

3. Send e-mails

While e-mail is no longer a cutting-edge technology, it’s still an incredibly profitable tool. Out of all the marketing campaigns you can run, e-mail marketing has the highest ROI at a dizzying 4,300%. This means that every dollar spent equals $44 in returns. To capitalize on e-mail’s high success rate, start an e-mail list for your customers. Send them promos, sales, new products, anything that may catch your audience’s eye, and be sure to track analytics on your e-mails, such as open and clickthrough rates, so you get an understanding of what e-mails are succeeding. E-mail campaigns are also a useful tool to push your content marketing campaigns forward. Tools like MailChimp or Benchmark can simplify this mass e-mailing process by automating templates and sending the e-mails out for you.

4. Go mobile

It’s scary how much time people spend on their phones. Last year, mobile search surpassed desktop search, and mobile commerce now makes up for 30% of all U.S. ecommerce. To take your marketing campaign to the next level, you need to bring your marketing to consumers. There are all kinds of ways to do this, from push notifications to SMS campaigns, but they key is to not annoy your audience. Contacting their mobile device directly creates an intimacy between your business and your customer, so don’t abuse that. Only send things you think, or preferably know, that the consumer will like. Utilize geofencing and proximity marketing to your advantage, so that customers receive your messages only when and where you want them to and when it’s most relevant to them.

There you have it: Marketing campaigns take all kinds of forms and sizes, so use these tips to your advantage as you experiment to find the best strategy for your business. What other marketing strategies have worked for you? Leave a comment below!

For more insight on effective marketing tactics, see Account-Based And Content Marketing Programs Are Not Campaigns.

About John Boitnott

John is a longtime digital media consultant who has written for Venturebeat, FastCompany, Search Engine Journal and NBC. He lives and works in the San Francisco Bay Area.