For the past few years, I have paid attention to the way marketing trends have changed every 9/12 months. The fast pace of technology and the proliferation of news and information, means that we become over exposed to particular platforms and marketing tools, which often means that it loses its effectiveness and impact. 2016 has already seen a few tools that are having an incredible impact on businesses across a range of sectors.
Here our TOP 5 recommendations for tools that seem to be really effective in 2016.
- Live streaming: Since the turn of the century, Video-over-IP became an phenomenon. The birth of things like video conference calls were a showcase for many corporations. But as entrepreneurship increased, so did the birth of systems like Periscope and Meerkat.com. These live streaming systems allowed greater access for brands to connect with their audience in real time. It also gave access for smaller businesses to build its client base in a more personal and direct way. Many platforms however, although visually progressive from the brand or business’ point of view, it was very one way in regards to interaction, as participants could only communicate in a text format. However, 2015 saw the rise of Blab.im. Blab allows for up to 4 people to have live interaction online at any one time, whilst having an endless list of viewers, who can comment and ask questions throughout the live stream. The system also allows the host to interchange guests throughout the live streaming (recording of the live stream is optional).
Verdict: Great for brands of all size to build personal one to one relationships with their clients and prospective clients. This tool is easy to use as it is connected via your twitter account.
- PR: In this instance I am speaking about Press Releases. There is something quite beautiful in sharing your story through the press. Of course there is a skill in writing and distributing an effective press release. However, there are now some great tools you can subscribe to make your life easier. There are also a number of free ones, but I recommend signing up with an agency and let them take you through the process. Journolink.com is a great one from a general point of view, but there are a number of other sector specific platforms to consider. eg: Beauty, Property, fashion …. Consistent and ongoing articles and coverage, helps to build your profile.
Verdict: A wonderful system for businesses. Free sites are not as accountable as the paid systems. The more sector specific you become with your distribution platform, the better chance you have in reaching your target audience.
- Bloggers and Vloggers: In 2015/2016 we did a massive campaign connecting with Bloggers and Vloggers. Their impact was amazing on the businesses involved. They achieved over 100 pieces of coverage over a 3 months period. It is a great partner tool for PR (see above). Blogging, Vlogging or YouTubing is increasingly becoming an occupation in its own right. Like with most areas of PR, a large percentage of your success with Bloggers, Vloggers and YouTubers is about relationships and your approach.
Verdict: When you connect with the most relevant channel for your business, you can achieve great success.
- Social events: Sometimes it feels like hard work to leave your home to attend a networking or business social event. Also the price of venues can make it difficult to organise an event. However, the power of attending relevant events, ‘pressing the flesh’ as they say and making that personal connection, can prove highly profitable. People are longing for that personal contact. Social media and even live streaming cannot always plug that hole you need to cover when building a great relationship. Having recently attended an event at the V&A and deciding not to keep my eyes fixed on my mobile, (trying to look important,) I met some of the most amazing people.
Verdict: The juxtaposition between the high proliferation of social and online content, means that the need for human contact is necessary for today’s successful business.
Collaborations and Partnerships: Like mergers and acquisitions, partnerships and collaboration is the POWER MOVE for many businesses today. Building affiliation programs in your business; referrals between businesses EG: A gym and a beauty salon – can build strong results and outcomes. One of the most powerful ways of marketing is WORD OF MOUTH. So through collaborations and partnerships, you increase the number of mouths that help you increase awareness for your business.
Verdict: It is just a great way of building your business.
2016 is a year of developing great personal relationships, that can help you build your business, increase awareness and profits.
Let us know what you think about our top 5 tips and how much you think they can help your business?
Nicola Millington has worked in marketing for over 15 years and is dedicated to building future leading brands. For more information about workshops and course run by Nicola and the FP Comms team, please visit http://fpcommsevents.eventbrite.co.uk