By Adam Walker, Director and Chartered Marketer Hubspoke Media
Marketing. A small, simple word – but with so many disciplines. Social media is full of videos from marketers poking fun at the width and scope of their role. Whether it is delivering social media, PPC, paid social, out-of-home or email, with disciplines extending into the double digits.
This can lead to confusion and a narrowing of focus into a particular channel; however, marketing requires breadth. Not only this, but it also requires an adaptability to move with the times and adjust your marketing accordingly.
Video is preferred
Some might think, “Well, yes of course, all you have to do is look at the video first platforms”. Currently we are seeing videos receive twice the exposure on paid social than their static counterparts. This is a world away from 2019, when Hubspoke was going to the effort of creating video collateral for it not to be seen by the masses.
Does this mean you leave all the static creative… Breadth is required; this is a prime example of what we are seeing.
Marketing with the “secret sauce”
The truth is there is no “secret sauce” when it comes to marketing. It requires work and consistency to adapt and develop your marketing activities to generate leads.
Work in a B2B environment? Well, we find that without showcasing the people and supporting relationship building in conjunction with your outreach marketing, it can all fall a bit flat.
Try, try and try again
Recently we have been getting some positive comments about more of our left field content. This includes some of our “funnier” light-hearted video content. In truth, we run a mix, some serious and to the point, some less so.
Got a talk about media shoots in education settings? – Yes, that’s what we did. No daft, no silly – professional and to the point.
Got to hang a picture in the office? – Yes, we shot a short video with me putting on a hard hat, hi-vis and steel-toe cap boots that don’t fit.
We did a serious, to-the-point video about Google’s dual tab feature – useful. We thought it worth sharing, and you know what? People listened and told us they were using it.
This leads me to spider cam…. Adam C in the office filmed this idea, the perspective of a spider running around the podcast studio – completely random, but it was another way to show off our studio space.
Does this lead to a sale?
No one thing leads to a sale as such. It is again, maintaining breadth in your marketing. When you package a number of these things together. Website, PPC, Social organic, Social Paid, SEO, regular blog content and of course backed up with quality media, you start to progress in your marketing.
Your marketing plan
At a top level, ours is get people to know us… It really doesn’t need to be complicated. However, what happens next can enter different levels of complexity.
Yes, people need to know us, and they need to know what we do. But also, we need to make an appearance when people need what we offer. This is where outreach comes in.
So, what is it that you do at the core of your business? What problem do you solve? Why need your services? What is different about you to your competitors? Why would they pick you. Where do you need to show up to market your services to those individuals?
With these questions, we start getting into branding, values and positioning. This is what we do. Reach, engage, convert…
Don’t be afraid to try!
Marketing is a game of experimentation. You never know what channels work the best until you use them and see them succeed or fail. Creative can be a minefield; you need to try multiple forms of creative to see what methods work best.
At present on Meta advertising, we are seeing creative with a single logo rather than lines of text doing well. However, both are nothing compared to the reach the video creative is receiving. Until you put these things out there, you won’t know what works best.
In summary
When it comes to marketing, the answer is often yes and… What I mean is that marketing needs a multi-channel approach, like a fisherman casting a net. This means multiple channels, testing multiple things and adjusting based on the data you gather.
Contact Hubspoke Media https://hubspokemedia.co.uk/