Marketing has moved beyond the basics: email nurturing, retargeting ads, and content marketing. Instead, many of the most innovative marketers bolster those fundamental techniques with a handful of innovative marketing strategies borne from careful experimentation.
I've used many of these myself, but most are culled from research, interest in the subject, and discussions with entrepreneurs.
Rather than having to go through a painful process of trial and error to discover these tactics yourself, you can use this article as a guide to implementing some of the latest and greatest marketing strategies immediately. The results will speak for themselves.
1. Website personalization
Thanks to consumer products like Netflix and Amazon, the average buyer expects brands to personalize content for them. Using tools like Optimizely Personalize or Adobe Experience Cloud, marketers can provide prospects and customers with tailored experiences through smart content.
Marketers in the B2B space can also use data enrichment tools like Clearbit or Fullcontact to personalize website data for anonymous visitors. These tools see the visitor IP address and show if a company is associated with it. Then, a tool like Optimizely can display content created specifically for that company's industry.
This helps you convert visitors to customers more efficiently. It also provides existing customers with more delightful experiences that spark long-term loyalty.
2. Custom audience ads
Already have a list of prospects you're targeting? Upload their contact information to ad platforms of your choice and display highly targeted ads to them. Use a marketing automation tool like Marketo or a third-party integration like Leadsbridge to keep this list updated.
Custom audience ads can also be used to help sales teams doing outbound prospecting. This is when you reach out to potential customers yourself, rather than wait for them to express interest. Upload a list of emails purchased using a tool like ZoomInfo or Exact Data to begin re-targeting contacts.
3. Data warehousing and visualization
While not exclusive to marketers, more businesses are relying on data warehousing and data visualization to track campaign performance in one place. You'll need a data expert able to extract data from your marketing tools, model it, and import it into a visualization platform like Looker or Tableau.
If you do it right, this means an end to siloed marketing data, making it easier to truly understand where the best leads and customers are coming from. It also puts an end to tedious spreadsheet work every time you need to conduct some sort of granular analysis.
4. Voice search optimization
According to a recent report by Juniper research, 55 percent of American households will have at least one smart speaker by 2022. That'll change the nature of online search in the coming years. No longer will your website only need to be optimized for text search. It should also be optimized for voice.
Voice search is even more competitive than text search since a smart assistant will usually select an answer from what we would consider the first listing. Marketers must focus on developing content that provides short explanations for those searching with a smart assistant, and in-depth answers for those who prefer text.
5. Marketing orchestration
Single channel marketing is dead. We're too overloaded to respond to drip emails or stand alone ads. Instead, cross team and cross-channel campaigns are a stronger way to engage prospects. That's where marketing orchestration comes in.
Think of this as how a variety of teams within an organization work together to engage a particular contact, digitally or not.
The sales team might invite the contact to an exclusive dinner, while the marketing team might send them an ebook to help them get more out of the dinner. The potential account manager might send a personalized video explaining how excited they are to possibly work together.
This coordinated attention helps cutting-edge brands build meaningful relationships with prospects.
6. Micro-influencer marketing
Many of the marketers I talk to are happy with their influencer marketing strategies. But this route can be expensive, and it can feel disingenuous.
That's where micro-influencer marketing comes in. Rather than rely on a celebrity, marketers are turning to industry influencers who command significantly smaller fees (if any) to introduce products or services to a petite but loyal following.
7. Demand generation
Many marketers think the leads they provide sales are perfectly qualified, that the prospects have the right budget authority or sense of urgency for example. Salespeople often discover this is not the case.
Demand generation marketing helps put both teams on the same page by measuring marketing efforts in terms of sales pipeline, revenue, or customer lifetime value. Once marketers begin evaluating their efforts based on revenue or potential revenue, they establish better alignment with needs of salespeople.