Marketing in 2014

3 Things to consider when marketing in 2014

It's going to be a big year in 2014. There is opportunity everywhere. Let's get prepared and take advantage of what's on offer to build effective brands in the year ahead. Here are my top 3 areas that are going to be key to your brand and marketing success in 2014.

Integrated Marketing - Get Leveraged

Many businesses are focusing very specifically on their digital marketing strategy, which is certainly a good, affordable way to capture eyeballs to your website. But I would caution business owners against throwing all their eggs into one basket. When everyone is zigging, sometimes it's time to zag. If everyone is concentrating on their online strategy, then it's time to beef up your offline opportunities.

The great thing about on and offline marketing is that the two work very well in tandem. For instance, you can use an online strategy such as YouTube mixed with social media and even some pay per click, to draw and audience to your online booking form for your next event. The event itself builds credibility that you’re a real person and allows you to build relationships. Hold a competition at the event that requires your audience to promote the business or event photos back on social media and complete the circle. Use consistent messaging throughout to get leverage through repetition.

This way you're building momentum and more importantly building real relationships with people who can begin to know, like and trust you. These are the 3 key ingredients for marketing and sales.

This is just one example of getting leverage with one marketing activity, but I'm sure you can come up with many more ways to build your brand and create effective marketing campaigns throughout the year.

Events - Allow People to Experience your Brand in Person

So I've mentioned events above, but I'm not sure if everyone understands the effectiveness and affordability of these opportunities. A live event has many benefits.

1. Events allow your audience to experience your brand first hand and have the opportunities to share stories about it through word of mouth.
2. You can build relationships far more quickly in person because feedback is immediate, body language being the missing component in online communication.
3. Events can often be zero cost. Find a non-competitive partner who also seeking to speak with your audience. Split the costs or allow them to fit the bill while you do the legwork and organise the event itself.

Don't limit yourself in your perception of what an event is. It could be anything from a morning tea to a full-blown trade show. Organise a conference, a one-day seminar, or an educational workshop. Cocktail evenings, family days, Mastermind groups, Open Days, Networking nights. Invite participants to bring a friend or colleague to spread your audience. The options are endless.

Think about what your specific target market will love and then make whatever you decide enjoyable, memorable and engaging. Make sure you define what you're outcomes are prior to the event so you can judge your success and make sure you follow up with attendees after the event. Whether for prospective new sales or for client appreciation and retention, events are a massive winner when it comes to effective marketing, relationship building and word of mouth, especially in this digitally dominated world.

Video - Build an Audience and Allow Them In

I'm sure by now you already know that YouTube is the second largest search engine in the world. But did you know every month more than 1 billion users watch over 6 billion hours of video content through this one website alone. Consumers are actively looking for what you have to say online and video is one of the best formats for delivering a personal, engaging and shareable message that can be passed like word of mouth from one user to the next.

It's inexpensive. You don't need a large budget to create and launch online video to the world. Even large global corporate businesses are using tools as simple as smart phones and one click handycams to get massive exposure. Thousands of people viewing, sharing and acting on what they have to say.

You can do this too. What does your target market want? Is it education, entertainment, news? Survey them and see what's valuable. Then give them more of what they want. Make sure you incorporate a 'call to action' on your video. What would you like them to do next? Go to your website? Buy your book? Give you a call or leave a comment? You'll be able to look at your statistics both on YouTube or on your website and see which videos are getting the most engagement on that call to action.

Due to the increase in download speeds globally and, yes, even in Australia, mobile is becoming a massive platform for online video accounting for more than 40% of the YouTube traffic. People are watching your content on the go with a phone in their hand. It’s clear that the trend towards mobile as the platform of choice is very nearly here. Are you ready for it?

Whatever you decide to implement this year, my advice would be to act now. Don't wait; take advantage while others are procrastinating. Measure your results, do more of what works and be consistent. Not just one video. Not just one event. Create regular and scheduled activities and before long you'll have your own community of interested prospects and clients eager to see what you have to offer next.

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2014 is going to be a year for the action takers, for the wave makers. For the people who can take advantage of a competitive situation. There is so much opportunity out there. I see it in business every day. What you need to decide is what opportunities you're going to take and what you're going to do to secure them. 2014 is going to be a big year and I wish you all the luck, but I know you won't need it because luck is reserved for those that are prepared, people who have done the hard work and people who act more often in pursuit of their goals.

Happy New Year to you all!