A lot of really interesting things happened in the world of marketing in 2015. If you read this blog or follow us on social media, we talked about most of them. But I'm under no illusion that you read every post, so now that we're heading into a brand new year, I thought I would take a look back and pick out the 10 posts that I really hope you read at the time. They are (in no particular order) important things to know for business owners and marketers alike, and they'll help you be the best marketer you can be in 2016!
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1) Stop using social media to talk about yourself. Look at your posts. Would you really say those things?
Look back at your social media posts from the past year and imagine that you were actually saying those things, in real life, to real people. My guess is you probably won't like what you hear. Social media is real conversation with real people. Keep that in mind with every post. Mashable, if you know them, is really good at this. Click here to read more.
2) Web design has changed. Drastically. It's gone minimalist!
It's almost like web designers across the globe are in a secret contest to see who can create the home page with the biggest image and the fewest words. For good reason though! Hubspot is bang-on with their analysis of the latest design trends (read it here). How does your web site compare?
3) Advertising that taps into the social conversation has much greater reach and impact.
Advertising used to be about saying to people what you wanted them to hear. It's still about that to some extent, but if you can, instead, tap into the social commentary at all, it not only resonates better, but it makes you look like you're connected to your audience (rather than spewing ad copy that was written in some ivory tower). Case in point: this Salvation Army ad that connected their message to the craze that was the "what-colour-is-the-dress?" debate. Well played.
4) Simpler is better. If you can't explain what you do in really simple terms, you won't get anyone to listen.
Einstein once said "If you can't explain it simply, you don't understand it well enough". This is so true, especially as it pertains to your offer. How do you expect to get anyone to talk about you if you can't make it easy for them to understand what it is that you do? Read more about this here.
5) Social media is better for listening than for talking. So few businesses know this.
Businesses are notorious for talking about themselves on social media. That's fine to a certain extent, since it raises brand awareness and leads to purchase consideration. But social media is a more valuable tool for listening. Nowhere is it easier to listen to what people are talking about. People like your customers, your competitors, industry experts, business partners, subject matter experts, and so on. Are you listening (and learning) at least as much as you're talking? Listen to what Marketing Profs has to say about this topic (here). They are so wise!
6) The more clever you are, the more memorable you are. Just ask Big Ass Fans.
Big Ass Fans won the internet in February when they cleverly poked fun at the Kim Kardasian Paper Magazine cover which accentuates her prominent... well... you know... posterior. I had even more to say about their brilliance in this post, but the point is that they were really clever. Now that you've seen this, I dare you to forget it (you won't be able to). I also dare you to forget the name of their company.
7) Brilliant design also makes you memorable. Just ask Sonos.
Check out the logo below from Sonos, a company that makes speakers. Notice what happens when you scroll up and down. Pure genius. Now I dare you to forget the name of this speaker brand.
8) Superbowl ads are a bargain at $4.5 million per 30-second spot. Yes, you heard me right.
Alright, alright. I know you don't have $4.5 million for ONE TV ad. But the point of this post is that advertising is mostly a numbers game. Once you've identified who your target audience is, figure out where they spend their time. Then find all the advertising opportunities in that area and calculate the cost-per-impression. For the sake of illustration, let's assume there are 5 different magazines that are circulated to your target audience. For each magazine, what is the circulation, and what is the cost to advertise? That's your cost-per-impression. The magazine with the lowest cost-per-impression gets your advertising dollars (the same logic applies to cost-per-click advertising). With advertising, especially digital advertising, the math is simple, so use it to your advantage and optimize your spend (rather than spending on whatever advertising opportunity happens to be in front of you that day). In the case of Superbowl advertisers like Coca-Cola and Budweiser, they know their target audience is watching the game, and they know how many of them will see their ad. For them, $4.5 million is a bargain at twice the price (the math is explained in the post).
9) Target was destined to fail in Canada, because nobody had any good reason to shop there, really.
Sadly, Target folded after a very short stint in this great country of ours. But the reason for their failure was simple: they offered consumers nothing that Walmart didn't already offer, and Walmart was already here. We, as human beings, are fundamentally resistant to change, so why would we change where we shop when there's no difference between the shops? Target, in their arrogance, didn't fully understand this before making their decision to expand. Click here to read more about the importance of having something different or unique to offer.
10) To close out our list, just remember to be interesting! Especially on social media. Boring sucks.
Marketing Profs (them again!) wrote a great piece about social media strategy for businesses. In it, they implore you to stop being boring! I couldn't agree more. And it's really that simple.
What do you think are the big marketing topics from 2015? I'd love to hear them!
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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