5 Marketing Tips to Boost Your Business, According to Three Digital Marketing Experts
As any business owner can tell you, reaching customers with your brand’s message, keeping consumers engaged and converting those likes to sales is all in a day’s work. Sometimes, though, the push and pull of entrepreneurship can leave you feeling stuck in a marketing rut—and that can lead to gaps in initiatives that connect your customers to your business in a meaningful way. At WELL Summit in Brooklyn this month, three digital marketing experts shared their five favorite things to do to boost your business while falling back in love with it along the way.
1. Mix Up Your Marketing…
Creating an effective marketing mix can make all the difference in attracting new customers and keeping your current buyers engaged—or not. While it may be tempting to focus your strategy on one or two channels, the reality is that different people respond well to different forms of marketing, and the more marketing channels you can employ while using quality content, the better chance you’ll have in achieving brand recognition. “What works for some brands may not work for others,” says Jay Weeks, co-founder of Organic Bath Co. and the founder of EchoSurge Marketing. “For example, if you own a product-focused business, consider marketing channels where more images may resonate better with your customer.” Instagram is a natural fit for image-heavy content, but depending on your business, designing image-focused email campaigns can also help boost your ROI.
Even if you’re not utilizing image-laden campaigns, however, email can still be an effective tool to communicate to your customers, provided you utilize targeted, on-brand copy. “For a while I managed our newsletters with copy and design,” says Lindsay Patton-Carson, vice president of customer engagement at PiperWai. “I learned good design from a former co-worker, and I also learned an invaluable lesson: A lot of text stresses people out. Tell them what they need to know and get out.” For PiperWai, such newsletters command the highest ROI. “Our newsletters say, ‘Hey, we’re here!’” says Lindsay. “It’s a reminder that [our customers] need fresh pits!”
For Ksenia Avdulova, social media strategist, founder of Breakfast Criminals and creator of the Woke + Wired podcast, variety in marketing initiatives has been the secret to her success. “I’ve been dabbling in so many things: YouTube is where my heart is, and I love doing my podcasts—people can spend an hour with you on podcasts and you have the chance to really connect with them. I also continue to come back to email marketing, because the conversion I get from newsletters is off the charts. Though I started Breakfast Criminals on Instagram, I don’t get a lot of sales through that channel.”
Jay also reminds brand owners to bring it back to basics—something that may get overlooked in the push to reach consumers via their inbox or social media feed. “Your website is your home for digital marketing strategies. It’s your primary sales tool in a lot of cases; it’s your main hub. Think about the content on your site and make sure it resonates with your target consumer as you would with other marketing channels.”
View this post on Instagram
I drank my first pumpkin smoothie of the season too quickly (but posted the ingredients on @inmyblender, don’t fret), so here goes a gorg fall scene by @platesandpups: “This breakfast is not only rich and delicious but pumpkin is packed with fiber and vitamin A… which means it will fill you up plus give you a little nutrient and immunity boost (which we could all use this flu season). This cutie is a creamy blend of frozen banana, frozen pumpkin purée, almond milk ice cubes, homemade pumpkin spice, almond butter, maca, vanilla protein, and a little @ozocoffee coffee grounds to add that “latte” flavor! Topped off with @purely_elizabeth pumpkin granola for a delicious crunch 🍁🧡🍂🎃 Have a cozy day lovelies!” Tag your creations with #breakfastcriminals so I can see what breakfast crimes you’re up to 👀 #pumpkinseason
2. …But Keep Your Branding Consistent
In utilizing multiple marketing channels, brand owners may be tempted to mix up their messaging to keep things “fresh” for their customers. In a world saturated with calls to action and brand voices, however, maintaining a through line is key to remind customers who you are and what you have to offer. Sure, you may get a bit fatigued from uttering your brand messaging day in and day out, but your customers will come to associate such phrases and tone of voice with your company—and that cuts through the noise of all the other brands by whom they’re being bombarded. “Think about your brand,” Lindsay advises. “Consider everything that encompasses it. Keep it consistent: the tone of voice; the content. Is it silly? Serious? PiperWai is fun and silly and uplifting, and that carries through across all channels.”
3. Tap Into Your Intuition
Business owners from all spheres have no doubt been at the receiving end of unsolicited guidance as they brought their vision to fruition. Learning what advice to cull is part of the journey, but tapping into your intuition can go a long way into choosing how to approach marketing to boost your business.
“I get to interview the most inspiring people for my podcast, and a lot of them are in the wellness space,” relays Ksenia. “I’ve learned there is not one way to reach them—but more importantly, if a marketing practice is not aligned with you and what you can speak to, it’s not going to work.” Listening to her gut when deciding what to share or promote—instead of panicking about the best time to schedule an email campaign, for example—has been the most rewarding strategy for Ksenia. “A lot of what I do is intuitive. Check in to see if your content is aligned with your brand. If so, does it need to be shared now? Will it be most valuable if you share it now? I only share when I feel like it.”
View this post on Instagram
Antiperspirants have taught us to rubrubrubrubrub all over your pits. With PiperWai, you only need a pea-sized amount with our jar and one or two light swipes of our stick so there is no residue at all! #naturaldeodorant #piperwai #whypiperwai . . . #naturaldeodorant #crueltyfreedeodorant #certifiedvegan #cleanbeauty #greenbeauty #naturalbeauty #crueltyfree #vegan #activatedcharcoil #armpits #skincare #cleanproducts #sensitiveskin #wellness #health #greeningredients #veganlife #allnatural #veganbeauty #crueltyfreebeauty #nontoxic #deodorant #pits #veganlife #naturalskincare #loveyourskin ( #📷 @lindasig_runs )
4. Nurture Your Current Community
Just as going with your gut can pay off when considering what and when to post or deploy, learning to listen to your community—those customers and followers who are the organic ambassadors for your brand—is a crucial, yet often overlooked, step in boosting your business. “For me, what has blown my mind is focusing on people you already have in your community,” Ksenia shares. “When you build trust with your consistent followers instead of trying to gain new ones, you gain direct and meaningful feedback from existing customers, rather than talking to strangers.”
Such feedback can lead to a long-term, loyal partnership between brand and customer—and that means proven ROI. Creating that bond begins with making your customer feel acknowledged and valued, not just someone at whom you’re lobbing one promotional offer after the other. “You don’t want to approach things in a transactional way,” Jay cautions. “People want to promote brands that they like and have a relationship with; create that one-on-one relationship with your customers before you ask them to buy your product.”
One easy and highly effective way to make customers feel special is to converse with them directly. “Engaging in the comments is key,” Lindsay advises. And make sure to take the time to mean what you say when you do. “Authenticity is important in the way your audience accepts information,” says Jay.
5. Learn to Outsource
Running a business means wearing many hats, and while you’re still bootstrapping it, you’re most likely wearing all those hats, all the time. But as your business grows, you’ll probably need to consider outsourcing some of the tasks so you can focus on the bigger picture. This can be a daunting challenge for business owners, who want to ensure everything is done to their standards. Luckily, there is no shortage of talented individuals to support your vision, and apps exist to help you manage the gap between idea and implementation.
“If anyone can do something 80 percent as good as you, outsource it,” says Ksenia. “I’m tech savvy, and I can do everything, but I’m starting to delegate it. I have an agency to do my Facebook now, because I’ve realized it is not worth my time to manage how the algorithms change all the time. I’ve also realized it’s important to not get stuck repeatedly using the same marketing channels. Outsourcing allows me to try other things.”
Jay agrees, noting that trial and error are often necessary along the way; what works for someone in the same space as your brand may not work for yours. “Find what works for you. Try out different things and see what works best for your brand.”
And don’t be afraid to experiment with apps and programs to see which deliver the highest ROI for you—and which can save you your most precious asset: time. “I love the Later app for Instagram scheduling,” Lindsay admits. “You can preview what your brand looks like in your feed; you can even preview your whole content calendar.”
For Ksenia, Shopify’s seamless interface is a huge time saver. “I love Shopify. I use it to sell my products and I’ve been exploring the different options to automate communication.” Automation is a huge time saver, and at some point, you will probably need to implement it for your digital marketing initiatives, but Jay offers a sage reminder for when you do. “If you’re looking to level up your email campaigns, Active Campaign works very well for automations,” he says. “But if you’re automating, you don’t want it to feel ‘mass.’ You always want it to feel authentic.”
In the whiplash-paced world of digital marketing, it’s more important that ever to connect with your customers on a meaningful level. Ksenia sums it up: “Automation and delegating is great, but bringing back human connection is crucial.”
Passionate about wellness businesses? Learn more about how this brand scaled to meet its overnight success.