Some entrepreneurs assume that the best marketing plan is to find which method works the best and then pour as many resources and effort into it as possible. The way in which they see it is similar to investing in the stock market. If you could find a single stock that’s the most profitable and pour all your money into it, you would get the maximum return? Sadly, this doesn’t translate well into the world of digital marketing. Your audience has specific and individualized needs and they need a specific approach in order to respond well to what your brand has to offer. This is what on-demand marketing is all about. Here are several reasons why this is so important, as well as several tips on how you can capitalize on this idea.
1. Focus on the user experience
The starting point of any on-demand marketing approach needs to be the user experience (UX). This starts with the design, which means that your first objective is to optimize your website. There are several ways for you to do so and the choice is yours. For starters, you need to optimize the speed by keeping the number of interactive elements low. This means that there are fewer HTTP requests for your website to wait for. Second, you need to keep enough white space for the page to be easy to visually assess. Finally, navigation and intuitiveness of use need to become your utmost priority. All of this, when combined, will give you the effect you need.
2. Creating audience-relevant content
In the past, a lot of companies focused on creating content that will appeal to Google crawlers instead of their own audience. The strangest part is that it actually worked. Nowadays, however, things are a lot different and with the features of deep learning and machine learning, these Googlebots are getting more sophisticated and intuitive. This means that they are starting to get bothered by the same things your audience is. This is due to the fact that Google puts user impressions as the very top of their priorities. This is why writing audience-relevant content needs to be your utmost priority. For starters, you can try out contents that have been the audience favorites in these last several years. We’re talking about infographics, information-supported case studies and white papers, and even GIFs.
3. An emphasis on a brand
The next thing you need to understand is the fact that, in such an environment, nothing is more important than generating loyalty amongst your customers. There are, however, more than several ways for you to do this. Starting a social media contest will immediately raise the level of brand awareness, and with a suitable prize, such as a visa gift card for a certain amount, you stand to generate some brand recognition right away. Normally, this is a process that would take several steps, as well as a certain amount of time, yet, if you offer a strong incentive for your audience to learn more about your brand, they just might do so.
4. Combining all the channels
The last thing you need to understand is the fact that your audience expects you to be omnipresent, and failing to do so may make them think less of you. Sure, this isn’t always the case. You see, your audience won’t think less of you for failing to engage in radio advertising or telemarketing. However, what if they learn that your brand doesn’t have a blog, an e-store or a Facebook account? These are oversights that will reflect on your brand as a whole. Keep in mind that this is one of the most important principles of on-demand marketing and, as such, something that you just can’t afford to ignore.
The rising need for on-demand marketing needs to be reflected by your increasing interest in this concept and a somewhat greater investment of attention, resources and effort. For the most part, your business is probably already engaging in something similar. Now, you just need to find a way to make it all a lot more systemic.