It was the Greek philosopher Heraclitus who said “the only constant is change”.
Now… he probably wasn’t talking about marketing (I mean, I don’t know for sure, but I have a pretty good idea) but his words ring just as true today as they did over 2,000 years ago.
Change is inevitable.
And when it comes to marketing your business, you have two choices.
- Adapt
- Or suffer the consequences of being irrelevant
As I’ve said before, irrelevant businesses don’t get calls, clicks, or sales.
So with more choices available now than ever before which are the ones that are going to provide the biggest bang for your marketing buck?
And which will just waste your time, money, and energy?
Below I’ve listed 6 of my top picks (and my #1 top recommendation) for 2017 and beyond.
These tools have all proven themselves over the last year (no risky gambles here) and for many (like podcasting) are untapped resources just waiting to help launch your brand awareness, authority, and attraction into the stratosphere.
(Prefer to listen to the podcast episode on this topic? Simply click the play or download button below)
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1) Web Design
Your website is your businesses hub and the center of your online universe.
The beauty and importance of your website is that it’s a controlled and brandable asset that you own (unlike the social media channels many naïve business owners mistakenly use in place of a website).
In 2017 your website should be:
- Clean
- Responsive
- And beautifully designed
If it’s “none of the above” then you don’t have an asset, you have a liability.
Your businesses website is worth investing in as ultimately at some point of the buying cycle your customer is going to go online and see what they can learn about you, your business, and your services.
Driving traffic to your website offers you unparalleled access to testing different sales messages, calls to action, and capturing valuable information from your visitors through option forms or retargeting pixels.
Bar none, if you’re at a loss for what to do first, starting at home (your website’s homepage) is a great place to start.
(Not sure if your website is up to the task? Click here for details on how to receive a free 11 minute marketing audit: The 11 Minute Marketing Audit)
2) SEO
97% of all searches for local businesses begin online.
This isn’t hard to believe.
Think about the last time you needed to find something like a:
- Plumber
- Lawyer
- Landscaper
- Dentist
- Florist
- Graphic designer
- Print shop
- Marketing agency
- Gutter cleaner
- Window washer
- Bakery
- Restaurant
- Etc…
Well… if you’re like 97% of people, the odds are pretty good that you started your search on Google, Yahoo, or Bing.
This means if your business isn’t appearing for relevant search terms associated with what you do or what you sell… you’re losing money to your competitors. Make sure you up to date with all the latest SEO Tips and Tricks!
3) Social Media
Social media “humanizes” brands and businesses in a way that nothing else can.
The key with social media is to choose the platforms or channels that your customers actually use, and then interact with them there.
This is good news as it makes the advice to “be on every single social media network” useless.
After all, it’s pointless to waste your time on channels that have few (if any) of your ideal target market.
Instead, focus on the one, two, or maybe even three channels where your audience spends their time.
Focus on producing quality content, sharing others content, and engaging with your community and watch your revenue climb.
4) Facebook Ads (PPC)
Facebook ads work!
Case closed.
In fact, for 95% of businesses they are the most effective form of advertising available today (both in regards to cost and results).
Bold statement.
Totally true.
Facebook ads continue to deliver incredible results at a fraction of the cost of other (both traditional and digital) marketing options.
The key to maximizing your results is to:
- Appreciate that Facebook is a social platform (ie nobody logs on with credit card in hand looking for something to buy)
- And focus on the strategy more than the tactics (ie your message, offer, and who you’re targeting are more important than bidding, placement, or other tactical elements of the ad)
- If you’re looking to really expedite your results with Facebook Advertising then you’ll definitely want to check out The Perfect Facebook Ad Image Cheat Sheet. (It’s free, and packed with valuable tips!)
5) Email Marketing
Email is alive and kicking and offers unprecedented access to one of your customers most intimate places – their email inbox.
Not only that, most people check their email multiple times a day.
Giving you have multiple opportunities to get your message right in front of people.
And all for one of the least expensive forms of marketing available.
The key to getting the biggest returns from your email marketing campaigns is like most things.
Focus on strategy.
And focus on delivering value.
If you do that, there is not a single business, market, or industry that I can think of that wouldn’t benefit from an email marketing strategy.
(My top 3 email marketing resources are Leadpages – high converting email capture forms and landing pages, Drip – email marketing automation software, and ARM – the best email marketing training program available today)
6) Podcasting
I saved the best for last.
Podcasting is a disruptive force that’s providing it’s adopters with benefits far outweighing its costs.
Here are the facts:
- Podcast popularity is growing
Podcast listenership grew 23% last year alone. This means there are currently around 57 million listeners in the US alone and this number is growing each and every single year.
This level of growth is thanks largely to the fact that podcasts are now incredibly easy to consume (through iPhone and Android apps, as well as direct listening on a tablet or desktop) but also to the fact that many people simply prefer audio over reading or even video.
After all it’s hard to read or watch a video at the gym, or during your commute to work, but a podcast? Easy peasy!
- Podcasting gives you something no other media does – longer access and attention.
The average person scrolls through their social media feed in a matter of seconds.
And they consume blog posts or watch videos for a couple minutes at most.
But the average podcast listener consumes around 4 hours and 10 minutes per week, every week.
They also listen to an average of 5 different podcasts each week.
This means that podcast creators are currently enjoying a direct channel right to their customers brains.
Imagine being able to sit down with a customer have their attention for 30 minutes (or more).
No other marketing tool currently allows this level of access and attention which is why podcasting is one of the fastest and most effective ways to build a deeper connection with a higher level of trust.
- It’s a relatively untapped and underserved market
One of the best ways to gain a competitive advantage is to get in before everyone else.
Not that they don’t work, but that early advantage is long gone for blogging and video.
Don’t get me wrong. I love blogging and creating marketing videos. But whether you’re just getting started or are looking to expand your presence, there’s simply no denying the fact that blogging and video are pretty competitive and crowded markets.
But not so with podcasting. For every 1 podcast there are 100,000 blogs and 10,000 YouTube videos.
So get in while the gettin’s good!
- Podcasting is actually pretty easy to do! (but shhhh… most people don’t know that)
Maybe it’s the fear of creating your own show. Or the techy parts behind editing, uploading, and publishing an episode. Or the thought of having no idea where to even start.
But the reality is that with the right help podcasting is actually one of the easiest forms of content creation available.
And the most common fears and complaints associated with video (fear of being on camera) and blogging (not being a good writer) simply don’t exist with podcasting.
After all, if you can talk about your business, you can podcast.
There are also services out there like Podcast Zen (the one I use for my podcast) that will handle every single techy step for you. From editing and uploading your podcast to creating amazing blog quality show notes and custom graphics. All you need to do is talk, and they take care of the rest.
Podcasting For The Win
When you combine these three facts you’re presented with a powerful marketing tool.
One that not only give you direct access to your customers for longer periods of time, but one that is also growing daily in popularity, and has a relatively low barrier of entry because on the outside it looks a lot more challenging than it really is, especially thanks to services like Podcast Zen. Great news for you! (But don’t tell that to your competitors).
Even though podcasting has been around for a few years, it’s only in this last year that things really started moving – and will continue that trend into 2017 and beyond.
