What is Brand Strategy? | Some Basic Tips

Here at Track5Media, we’re all about keeping our brands healthy and in tip-top shape. At the moment, we’ve got six separate lead generation websites (not including the one you’re on) that we maintain. The sites are devoted to healthcare staffing, commercial trucking, and senior care placement. And while there are many similarities between each site, their audiences and the types of content vary widely! Still, we do our best to maintain a distinct identity as Track5Media, whether that’s through our content’s voice, what we share on social media, and the overall aesthetic decisions we make. But what is brand strategy and how can you utilize it to your advantage? We’ll discuss that here!

What is Brand Strategy | Basic Starting Points

The main idea of any brand strategy is going to center on encompassing some specific, long-term goals that you can steer your product or business toward. It’s going to be figuring out exactly what aspects of your company’s character will stand out from all other competitors. Really, your brand strategy is a process that needs to connect these main things:

  • Consumer Needs
  • Your Product’s Value
  • The Competitive Environment

So while it may be natural to think that your brand strategy is your logo, your name, your website, or your product itself, this isn’t exactly true. Yes, all of these things are necessary aspects of facilitating a business, but really a brand is more closely related to the experience itself! It’s the intangible qualities of your company which are important to highlight and maintain throughout the implementation of your brand strategy.

But how? Here are some all-purpose takeaways:

Find your Purpose

As explained by Allen Adams, chairman of the North America region of brand consulting and design firm, Landor Associates,

“In a marketplace in which consumer confidence is low and budgetary vigilance is high, it’s not just making a promise that separates one brand from another, but having a defining purpose.”

Yes, it does make sense to define your business strategies in terms of the promises you make to your customers, but brand strategy often relies on that purpose you fulfill in the lives and businesses of others. In terms of how a brand exists in the real world or a digital space, Business Strategy Insider defined purpose in two general ways:

• Functional: Focuses on a business’s success in terms of the immediate or commercial reasons. Basically, the ‘how’ of your method of generating income.

• Intentional: Refers to a business’s ability to make money based on public perception and the impact it seeks to have on customers or the world in general.

what is brand strategy

Hone Your Consistency

As with any of the top brands out there, it’s often the case that there is a sense of cross-platform consistency. Essentially, you’re seeking to magnify your purpose and unify the presence of your brand by finding consistent ways to depict and communicate this.

In terms of online marketing today, bringing a consistent consumer experience from one device to the next is absolutely essential. Before most sales even occur, customers will have made several touch points with your product or service. Your brand strategy needs to account for the fact that a consistent voice, content, message, and service can all be found wherever the consumer journey may go.

It may be that someone doesn’t have a need for your product or service now, but when you can be the solution, then having that brand recognition is what it’s all about!

Stay Flexible

As much as marketers like to believe that a brand strategy is exactly as it should be, maintaining a healthy brand means staying flexible to change. Of course, you’re probably wondering how it’s possible to stay consistent while considering new insights and marketing maneuvers — but it all comes down to balance.

So if you’ve been running targeted ad campaigns that maintain your voice and communicate your message but the results aren’t what they should be, your brand strategy needs to accommodate updates made to itself. This often means finding a good mix of recognition and variation so that your content isn’t confusing to customers while building a stronger presence to reach your goals.

So, what is brand strategy? In the end, developing your brand strategy relies on the key components of recognizing your audience, understanding your purpose in their lives, telling your story as a company, and remaining open to the new opportunities to evolve!

What is brand strategy to you? Let us know in the comments below!

3 Basic Skills for Marketers!

For those who have been at it for a while, marketing can seem like second nature. And even though it’s not always the most natural process out there, there are some distinct skills that the best marketers possess. Maybe you are looking for a way to refresh your approach to marketing or are just getting started, but either way these 3 skills for marketers are not to be ignored!

So you may be thinking, “Connor, you didn’t even study marketing in college — how are you doing this full time?”

Well to put it plainly, I practice a form of dark magic that can convince people to let me get away with anything by reciting cyclical incantations as inscribed inside the Egyptian pyramids.

skills for marketers

Not really.

And then again, marketing is that very process of creating a media experience aimed at influencing real-world decisions, buying decisions, and sentiments… So not entirely different from magic! Truthfully, I learned a lot just by diving into this field and building my knowledge through an internship. With lots of great marketing blogs and resources out there, just about anyone can craft their approach to this field no matter the industry they’re a part of.

Still, these skills for marketers I’ll reveal next are definitely things I consider on a daily basis.

3 Basic Skills for Marketers

1. Pursue Multifaceted Content

While there are negative connotations to the whole idea of being a “jack of all trades, and a master of none,” content that performs well across various types of outlets can be some of your finest marketing assets. At a basic level, it’s going to be about posting new content frequently and consistently, working to build traffic, and find your audience who’s going to keep your momentum going. Sure you can build a site that performs well, but if you aren’t dividing your content up to reach the main social platforms and places where your audience hangs out, you’ll have little to show for it in the end. Truly, this is one of the most important skills for marketers to possess.

skills for marketers

Focus on “evergreen” content, or content that will never lose its relevance or value in the eyes of your audience. While trends change constantly, think about the information you’ll always need to express in order to keep your initiatives alive. This content will always need to provide users with some sort of value, a takeaway point of some kind, or if nothing else, a way to reach your products or services.

2. Learn To Optimize Existing Channels

Whether you’re a business owner yourself or just starting out in an entry-level position, it’s best to get a handle on the current channels through which company information and content is being broadcast. Unfortunately, the previous success of a channel doesn’t always ensure the success of your next initiatives as a marketer, making it important to learn ways you can test these channels for viability.

I won’t go into too much detail here, but there are things you can research further when learning ways to optimize a channel.

• Website Audits — Although sites may look fine on the surface, there are often lots of hidden SEO faux pas lurking below. Reviewing the way a website is structured and its various aspects that are crawled by search engines like Google can help marketers understand how people are interacting with the site and ways to improve its performance.

• Plan Strategies — Reviewing past strategies and their level of success can really help to inform the way that marketers can move forward. Incorporating the objectives and campaigns of other departments or aspects of a business can make for a solid strategy.

• Refine with A/B Testing — Using what’s called A/B testing, marketers can measure how well certain conversion forms are working and whether adjustments can be made.

3. Focus on Customer Relations

We’re truly in the golden age of building customer relationships. Whether it’s through retweets and comments, or direct messages on Facebook it’s easier than ever to interact with your audience. Of course, that means responding to positive and negative feedback in sometimes equal parts. As a general rule, it’s best to respond in a neutral and helpful way, despite what consumers might be expressing.

skills for marketers

Otherwise, people want a connective and better experience each time. Although that’s notoriously hard to deliver for some, it can really help to put yourself in someone’s shoes as they interact with your products or services. How would you want to be reached? What type of things would you appreciate seeing? Become the customer to realize your role as a marketer!

While this is in no way a definitive list you’ll need to know, this should be a good start to breaking into the field of digital marketing. Skill for marketers are constantly evolving and changing with the industry, so do your best to stay up-to-date and forward thinking!

Measuring Video Marketing Success on Facebook

Social media space is ever-changing and marketers are constantly looking for ways to cut through the noise and arrive to meet their audience’s needs. Although it’s sometimes difficult to find new and exciting ways to solve common problems or serve common needs, it’s becoming increasingly clear that video marketing is poised to remain the highest-converting medium. Throughout the marketing revolutions of the television, the personal computer, and now the smartphone, videos have reliably held a vibrant and effective spot in the hearts and minds of consumers.

measuring video marketing success on facebook

But why does video convert more than other media? As humans, we love the continuity of stories, the experience of joining into a shared (digital) space, and seeing other people interacting with each other. Most notably, we like interacting with products or services. We simply can’t get enough of social media because it allows us to access the fundamental human need for community in an instant.

Measuring Video Marketing Success on Facebook | Starting Points

So whether you’re just getting into video marketing or have been at it for a bit, how do you know if you’re having success in this medium? Here we’ll discuss some of the starting points for measuring video marketing success on Facebook, given some new guidelines.

1. Measure View-Through Rate

Just as websites are looking to garner healthy click-through rates, the behavior associated with videos is interpreted as a view-through rate. A bit obvious, but how can you turn that into numbers?

Up until recently, Facebook defined individual video views as someone having watched a video for at least three seconds. Now, a recent announcement has revealed the new average watch time metric video marketers will inevitably be looking toward.

measuring video marketing success on facebook

In a somewhat confusing plot twist, Facebook is now looking to count a “play” once when someone watches a video within a 30-minute session referred to as a “user session.” Essentially, even if someone rewinds the video because they’ve missed the beginning, Facebook will only count this as a single play, regardless of the fact that someone’s actual watch time may exceed the length of the video itself.

This metric is trying to shed light on the average watch time per viewer, rather than the average watch time per play. Basically, this is an attempt to factor in repeat viewers and how popular videos actually are rather than how long they’ve been played.

2. Engagement and Conversion

Now for what it’s worth, your cat could bump the computer and a Facebook video might end up playing to the end, but that doesn’t mean anything has come of that view. The other half of getting a healthy view-through rate is engagement, and ultimately, conversion of your audience after having completed your desired marketing goal. Really, this is the crux of measuring video marketing success on Facebook. 

In many cases, only around 9% of your entire audience is going to be directly exposed to your video without the synergy of organic shares, comments, tags, etc. This means that if you have around 100 followers, 9 will reliably see this content. It seems low, although that is the true incentive in creating that engagement with each video you create.

measuring video marketing success on facebook

This, of course, is not taking into account paid or boosted posts, or even campaigns that warrant a post all their own to really get the gist. Your metrics for engagement are going to consist of how many likes, comments, and shares a video received, in combination with the clicks to play, link clicks, and other clicks. Finding this data is really as simple as clicking the Publishing Tools tab at the top of your page and selecting a video in your Video Library.

3. General Production Tips

So the bottom line is this: If you’re not making videos for fun, you want to get people down the line to help your business or buy your product. But how can this happen with average view times of 10 seconds?

measuring video marketing success on facebook

  • Catch and keep attention quickly in the first 3 seconds
  • Introduce your product in a way that’s instantly understandable (even without sound!)
  • Provide easy-to-read text and captions throughout
  • Ensure that your audience knows how to complete the next steps
  • Provide the link you want to be clicked
  • Make it something people actually want to decorate their timelines with
  • Bring in emotion whenever appropriate

Really there’s no magic formula and each product or business demands its own approach. Still, getting a hold on what your viewer metrics and engagement are looking like is a great place to start in measuring video marketing success on Facebook. Additionally, doing some cheap A/B testing with different video lengths, cover images, and audio can provide insight into just what your audience wants and how they’ll continue to respond.

Marketing Management 101: Team Building

We all know how important effective marketing is. In order to build brand awareness and create a following, you must have a strong team of marketers. However, managing any team carries with it a unique set of challenges. Marketing management is no different. In fact, managing a team of marketers poses distinct challenges largely due to the breadth and depth of knowledge necessary to run successful marketing campaigns. Marketers come from a variety of backgrounds and it is important to build a team that works cohesively if you want to be successful. So, just how can you build and manage a marketing team?

Guide to Marketing Management

Marketing Management

Hiring the Right People

In order to manage any team, you have to first assemble a team. When you are working through the hiring process, you should consider not only the strengths and weaknesses of each of the candidates but also how those strengths and weaknesses compliment those of your existing marketers. For example, if your team consists largely of writers, it may be worth looking for an applicant who excels in the field of SEO. On the other hand, if your team lacks members with a background in writing, it could be worth your time to look for those with a background in journalism or another related field. Ideally, you are in a position to choose each marketer due to a specific and unique strength that they can bring to your creative table.

Delegating Appropriate Tasks

Once you have intentionally built your marketing team, you should have a sense of what types of tasks each marketer is best suited for. However, before beginning to delegating tasks, take some time to break down what needs to be accomplished and why. What are your goals and how do you aim to achieve them? By spending time ensuring that you fully understand what will go into each task, you can ensure that you are assigning the right employee to each project. For larger projects, you can even break them down to have certain employees work on certain aspects. One of the benefits of having a balanced marketing team is that the end product is often better than any one marketer could produce independently.

Checking In

After your team is up and running, they will hopefully manage themselves to a certain degree. This said, marketing management does require some degree of checking in with your team. With a team full of employees from different backgrounds, it is important to ensure that each marketer is using their respective skills within the context of the bigger picture. As marketing has developed alongside technology, many companies have a propensity to divide traditional and online marketing. However, by doing this those companies are missing out on many potential opportunities. Communicate frequently with your team members to ensure that everyone is fulfilling their responsibilities with both aspects of marketing in mind. Assuming that your team is doing this and communicating with each other, you will be surprised by how much more exposure your brands receive.

 

In short, the key to managing your marketing team is building the right marketing team. In addition to looking for certain characteristics of good marketers, look for marketers with the right skill set given your teams needs. While this will not ensure that everything runs smoothly, it will certainly make your job easier and enhance the overall quality of your team’s work.

The Best Marketing Traits You Should Look For

Here at Track5Media, we have a pretty tight knit group of marketers. While we may all have different backgrounds (none of us even majored in marketing) and areas of expertise, we’ve still managed to launch successful marketing campaigns as well as provide stellar marketing content for our audience. One of the things I often think about is actually why I was hired. After all, I initially came from a journalism background and picked up a minor in marketing late into my college career. However, the more I worked here and interacted with my team, I began to pick out the various traits that we all shared, and with the help of my marketing team, I think I can give you a few traits you should have as a marketer looking for a job, or a few traits to look for as someone looking to grow your marketing team. Below are just a few of the best marketing traits that a good marketer should have.

The Best Marketing Traits

Persistence

As a marketer, I’ve learned one of the best traits to have is persistence. Not every piece of marketing content is going to go viral. In fact, it’s very rare that your article or video you create will break the Internet. However, staying persistent and creating solid content continuously will steadily grow your following. It might take a few shots before you can hit your target audience, so make sure that you’re looking for someone who won’t get discouraged and is willing to change up tactics if one marketing outlet isn’t working.

Outgoing

I never fancied myself as an outgoing person, but as a marketing professional, I quickly learned how crucial it is to be able to approach someone and make them want to hear what you have to say. Whether it’s through email, phone, or face to face, having a positive and approachable demeanor is one of the best marketing traits to have. The good news is I don’t believe an outgoing personality is innate. People who were originally shy or introverted can learn to be outgoing or extroverted. I’m living proof of that. Even if a candidate seems like she or he is a little timid during the interview process, keep in mind that the potential may still be there, so don’t count out a shy interviewee just yet.

Writing Prowess

I think one of the biggest reasons I was hired despite having little marketing experience was my ability to write. As a marketer, a good portion of your duties will be to produce stellar content. Luckily through my journalism background, I was able to produce content that was both engaging and well written. Over at Track5Media, the majority of our new hires for marketing will be asked to provide writing samples as well as submit a sample blog so we can assess his or her writing skills. Those looking to hire new marketers should greatly consider writing as one the best market traits you should look for. You can often teach someone more about marketing, but it’s a lot more difficult to teach someone how to write well this late into their career.

They “Get” Social Media

You can’t be a marketer without knowing a thing or two about social media marketing, so it’s no surprise that one of the best marketing traits you should look for in a new hire is whether or not they are adept at social media. Marketing via social media is different than your traditional online marketing, so make sure when you’re interviewing candidates, that you ask them about whether or not they are able to market using social media. Have them write sample tweets or Facebook posts to see if they understand how to reach an audience via social media.

Initiative

Finally, one of the best marketing traits is initiative. In an industry that is constantly changing, successful marketing professionals have an initiative that drives them forward. They are constantly one step ahead of Google, Facebook, Instagram, and Snapshot. It does neither a company nor a marketer any good to sit on their haunches and wait for the big guys to make their moves in this industry. And in most cases, waiting for the big guys to make their moves will not only hurt your brand but probably penalize it in ways that are sometimes hard to correct. No one wants to have their website hit with a huge algorithm and disappear from the search engines, so finding marketers that have this desired trait is exactly what companies should be doing. But, initiative isn’t always easy to come by. It takes research, planning, and a lot of guts (and sometimes failures) to truly be a forward thinker. However, those marketers that manage to have this trait are those that are the most successful.

6 Marketing Ideas for Small Businesses

Being one of many small businesses in a world of business sharks can bring on a plethora of challenges. Working on a small budget is never any business owner’s ideal situation, but it happens. And, knowing how to promote your business and it’s awesomeness to the world is important if you want to get your name out there. You may be wondering, “Okay, but I don’t have a lot of money. How can I compete with the big guys?” Well its actually a lot simpler than you thought.

There are tons of great ways to brand and market yourself without spending thousands every month. Some of the greatest content and marketing strategies are born from the simplest of ideas. Below, we’ve compiled some marketing ideas for small businesses trying to get their name out there and promote themselves.

Top 6 Marketing Ideas for Small Businesses

Now, there are definitely more than just six marketing ideas for small businesses. But here, we’re focusing on low budget, quick, and easy ideas to get your business where you’re going. Stick with these marketing ideas for small businesses tips and you’ll be an expert in no time. You may even be coming up with your own ideas!

1. Always. Produce. Content.

Now, this should be a no-brainer, but baby steps, right? Producing and publishing great content is literally going to be your best friend and one of the best marketing ideas for small businesses. I mean it. If you don’t or can’t put content online for your business, there is no point in trying to market your business. Even if you aren’t the strongest writer, someone on your team is capable of cranking out a few blogs or articles a day, week, or month relating to your business. And the blogs don’t have to be lengthy or heavily researched every time. Take a hint from BuzzFeed; they just might be the king of all things “listicle” (take this post for example). People love short lists and fun content they can relate to. Stay on top of trends and what’s happening in the world around your business and fill people in!

2. The Wonderous Beauty of Interns

Now, not to get all personal here, but I myself am an intern. And I’ll let you in on a little secret – Interns will do anything (within reason obviously) for experience or credit just to impress you and get experience. Internships can also be offered as school credit, which means you can pay them if you want (and are able – remember this post is about low budget small businesses), or you don’t have to. So, hiring a college student interested in marketing, writing, or business is a great way to have extra help around the office producing content. Have some interns write some catchy blogs or post on social media. We are currently in the age of the Millennials and Generation Z who are all over the social media scenes. Let them take over (again within reason) especially if you’re a younger, trendier business. You’ll end up loving their work, and they’ll love you for the great time and great experience.

3. Video Marketing is Calling Your Name

 Video content is one of the most valuable assets to small businesses. You just have to do it. And, what’s so great about making videos you ask? Literally everything. They are fairly easy to produce and don’t cost as much as you’d think. While it is beneficial to invest in a decent camera and maybe a green screen, you can make usable and interesting videos just using your phone. Short, online videos are the way to reach people – especially on social media. The average attention span has decreased significantly, so short 1 to 3 minute videos are perfect. Get creative and start reaching out to your followers!

4. Social Media – If it’s Free, It’s for Me

Okay, let’s be real here. If you own a business and you’re not already utilizing the free platforms already available to you (Facebook, Twitter, Instagram, Pinterest), you might as well quit. Okay, that may be harsh, but someone had to say it. These social media platforms typically cost nothing to join and it is the easiest and fastest way to get your amazing content to the public. They are also great platforms for marketing campaigns and consumer reach. Everyone loves getting a reply from a post they commented on. Interact and build a personality. Sign up for all you can and keep all profile information, pictures, and posts consistent. That is the best way to build a brand and familiarize followers with your business. Starting a website is another great way to increase your online presence. There are many free or really cheap website creation sites you can manage to fit your own business.

5. Link Up on LinkedIn

If you’re already using LinkedIn, fabulous! If not, what are you waiting for? Get going! LinkedIn is absolutely a great way to connect with fellow business and increase your knowledge about competition. Many small businesses go on LinkedIn to promote themselves and you should too. Don’t just connect with people though. Join conversations, post blogs, join groups, update your profile and build your network. And what’s even better? IT’S FREE (head back to number 4 if you need a refresher).

6. Don’t Sizzle…Pop!

I’m talking about having clever, interesting, and up-to-date branding materials. Sure a plain white business card with black Times New Roman font is “professional,” but it’s 2017. Splurge (a little) on a good designer or get your creative juices flowing with some great business materials. I’m talking business cards, flyers, coasters, t-shirts, chapsticks, buttons, letterhead, magnets. If you can print something on it, do it. This works especially well if your small business is centered around a trendy industry (like a hipster coffee house) or fun name. Plus, having a tangible, well-design product to distribute literally puts your business into the hands of a client. Find what works best for you and your brand, run with it, and run far.

People love what other people are passionate about. So, needless to say, if you’re passionate about your business and it’s success, people will love it too! Marketing doesn’t have to be difficult. Chances are, you already have an awesome team behind you to help every step of the way. Follow these tips and mold them to your business’s personality if you need to. The world of business and marketing isn’t always cut and dry, but knowing the basics to get started is a great place to start.

Generation C | Marketing in the YouTube Era

Marketers are constantly looking for the next big segment of consumers to gain whatever advantageous angle they can. Whether it’s the Baby Boomers valuing individual choice, Generation X and their results-driven desire, or Generation Y who just craves change, marketing is largely about who you’re trying to reach and why. But now that the age of the digital consumer is upon us, the ability to tap a certain segment can actually be made more difficult, despite the tools available. Have you even heard of Generation C?

Sure, consumer data is just about everywhere you can draw from — we can know where people are, what they like to eat, and who they know or what they buy. More so, we can figure out what they believe in. Now unlike ever before, marketers can get to the core of someone’s values, understand their emotions, and sell to them. And yet what is most surprising is this: Age may no longer be the tell-tale sign of a target group as once assumed.

Generation C

Personalizing the broad range of channels your brand is on will help reach Generation C.

Meet, Generation C

The “C” stands for creation, curation, connection, and community — four of the key values this segment offers up as the main driving forces behind their decisions. At face value, these essential values seem a bit nebulous, but really, it’s possible they’re more targeted than we may realize. Also known as the “YouTube Generation,” these consumers are a group of whom

  • 40% rarely watch TV
  • 67% upload photos on social media
  • 85% consider peer approval before buying
  • 91% sleep next to their phone

Ultimately, Generation C consists of influencers (large and small), helping to guide industry decisions, especially with things like traditional advertising. This is a group that consumes digital video by the billions — without personalized, original or relevant information, it’s completely ignored.

So how are brands to react in light of such a choosy Generation?

1. Be transparent:

If people are already talking about your brand, it inevitably means you’re being scrutinized. Getting involved in the conversation shows that you hear what people are saying, and actually take pride in addressing their concerns. With both positive and negative reviews, tackling the conversation head-on and remaining open to discussing what’s at hand is a solid way to show you’re only human.

2. Take a stance:

Generation C consumers want to see that you’re on their side, so choose your issues wisely and don’t be silent. Part of that may involve alienating some of your consumers, but ultimately it will build a much deeper trust and brand identity in the eyes of your target audience. Just be sure not to go overboard and to pick your battles wisely — sometimes a controversy isn’t what it appears to be without some appropriate research.

3. Genuine Storytelling:

Your product may be great, something anyone could get behind — but that means you need to support it with real stories or attempts to ground the brand as something human. Any chance to highlight true accounts of people using the product, being affected positively, or just exemplifying your values is cause for celebration! Here, it’s not so much about talking up a product but more or less adding to what’s already there.

4. Offer Personalized Value:

Generation C needs to know they’re on your mind, or at least that’s how it appears. Through creating shareable content, whether educational, funny, or inspiring, reaching your consumers personally is a top priority. Personalizing content provides trust on an authentic level, something that serves as the foundation to any proper brand.

The moment your efforts start feeling fake to Generation C, the moment they look elsewhere. Traditional methods may work to a certain extent, but the YouTube Generation won’t settle for anything less than what they think they deserve. (Authentic) content is king!

Lessons in Marketing from Westeros

Unless you’ve been living under a rock for the past seven years, you’ve definitely heard of Game of Thrones. This award winning show comes back each season with rockstar lineup of episodes. And their millions of dedicated fans come back each week to see who’s closer to sitting on the iron throne. But one aspect of the show fans relate to most is how it mimics human nature. And if there’s one thing all marketers should understand, it’s just that – human nature. How do you market to people, if you don’t understand them? Marketers could learn a few lessons in marketing strategy by watching (and rewatching) this addictive HBO show.

Luckily, we are here to assist you in understanding the show. We have binged the show and picked up on some popular themes you can apply to your overall marketing strategy.

Brace Yourself: Lessons in Marketing are Coming

If there’s one things Game of Thrones (or as the cool kids call it – GoT) knows how to do, it’s how to keep people coming back to them every year. And isn’t that what marketers want to do for their company? Businesses want to build a base of loyal clients and the like that continue using them. So why not take some lessons in marketing from the best? Here are some tips even Jon Snow would know a little something about:

Winter is Coming

Okay, so winter is technically over, but this will make sense I promise. In Westeros, the phrase “winter is coming,” is a warning to stay vigilant and prepared. Have a well-developed marketing strategy in place to use when all else fails. If it’s worked for you in the past, chances are it will work well again. But always prepare a Plan B. Research trend and strategies that have been useful to your company and others in the past and go from there. Keep your creative juices flowing and fighting off white walkers, I mean other competition, will feel like you’re using Valyrian steel.

Don’t Be Afraid to Kill Something Off

I cannot stress this enough – do not actually kill anyone. In the real world, it’s illegal and you probably don’t have a Red Witch hanging around to bring them back to life like Jon Snow (I’m talking to you Melissandre). But, if something isn’t working for you, toss it! When you can tell an idea has become stale and overused, kill it and move on to the next. Maybe you’ll miss it forever (Ned Stark) or maybe you’ll move on to the next best thing completely.

Don’t Ignore the Whispers in the Shadows

I’m talking about message boards and social media comments. These outlets are the Little Fingers of this world and they can have a huge effect on company success. While you may not always want to see the negative comments on a social media post or blog, you simply have to move past it. Rectify the issues with the person who commented and move on. And don’t forget to reach out for those who compliment you too. We’ve seen similar struggles with Jon Snow and the Men of the Knights Watch. Catering to both sides is a difficult struggle but test the waters, and even if you’re right, always listen to an upset customer. Doing this will help build a better reputation and loyal consumer base.

Never Let Your Guard Down

One of the final lessons in marketing you can take away from GoT is to never be too comfortable. Many of the characters fight and die for their chance to rule. We’ve seen many make it to number one, then relax- BIG mistake (you can reference poor Margerie Tyrell and her ENTIRE family and ladies in waiting for this particular lesson). Even if you reach the top in the marketing world, someone bigger and better will try to bump you from your slot. Constantly look for ways to improve what you are doing even if you have something that seems great.

For now, keep working on your marketing game like you’re preparing for battle. And, look out for more marketing tips when season 7 premieres this July!

Marketing Through Podcasting

It’s no secret that podcasts have exploded onto the media scene within the last few decades. Whether you’re listening to an intense criminal investigation on Serial or learning how some of the biggest businesses got off the ground on Start-Up, podcasts have quickly invaded the mainstream and have become another great platform for many. Marketing through podcasting is an emerging tactic that certainly should be considered.

So how exactly does this help marketers again? Well, many companies are using podcasts as another marketing tool to reach their audience. Take, for example, our website AllTruckJobs.com. Our research showed that many truckers would listen to podcasts on the road, so we decided to create our very own trucking podcast called BigRigBanter. Not only are we providing stellar information for our listeners, but we’re also subtly marketing our services as well. Below, I’ll explain exactly how much podcasting is growing, as well as how marketers can take advantage of the emerging medium.

Why Marketing Through Podcasting?

The Emerging Market

Although podcasting has been around for about 30 or so years, it’s only really begun to explode onto the scene in the last decade. With a smartphone in every hand and Internet accessibility almost everywhere, podcasts can be enjoyed anywhere, anytime. Just in the last year, a number of podcast listeners have grown to 51 million, which are 26% more listeners than the previous year. This is exactly why it might be a good idea to put some skin in the podcasting game.

podcasting and marketing

This infographic shows just how popular podcasts have become.

Mobile-Friendly

Marketing through podcasting is also a great way to reach those who are constantly on the go. Other than radio, podcasting is a great way to reach those who might be at their desk at work AND those who might be traveling the road. With 64% percent of listeners preferring to enjoy podcasts on their mobile devices, this can be a great way to reach an audience that you may have forgotten about.

Brand Exposure

A podcast is also a great way to subtly let your audience know exactly why they should be taking advantage of your brand. It allows you to start a conversation with the listener and to let them know about your services and/or products. Using interviews, it will also allow you to network and interact with those who are in the same industry.

Affordability

Another great reason you’ll want to look into podcasting is that it’s a relatively cheap marketing strategy. Podcasts tend to be more affordable than other marketing strategies because they’re easy to create. Computer, microphone, speaker, and interesting topic and you have yourself a great podcast and marketing tool. It’s also possible to get sponsors for your podcasts so make sure to explore all possible funding options.

Easy Distribution

Marketing through podcasting is also very convenient because it’s one of the easiest mediums to distribute. In a matter of minutes, you can post your podcast online and have it reach listeners across the globe. Whether it’s in the car, on a plane, or relaxing at home, your podcast can be enjoyed by anyone, anywhere. You can place it directly on your business’ website, or have listeners download it.

podcasting

Podcasting is so easy even a dog could do it!

It’s What’s “Hip”

Many businesses will struggle to keep up with the times, and we’ve all heard horror stories of companies who have tried way too hard to seem young and hip. Luckily, marketing through podcasting will allow you to join in on a growing medium while still carving out your own niche that will attract the audience you desire. If done correctly, marketing through podcasting can take your company to the next level.

Track5Takes: Our Marketing Love

It’s been a little while since we’ve done a Track5Takes, so I’ll refresh you on the concept. Throughout the week, we come across a variety of interesting subjects dealing with marketing, social media, and technology among other things. Our staff often discusses these articles or videos, with each of us forming our own opinions. We’d like to not only inform you about what’s going on in the web-marketing and technological world, but we want to show a little personality by giving our own “takes” on various issues.

It’s almost Valentine’s Day, and love is in the air here at Track5Media headquarters. No, I’m not talking about a steamy office romance, I’m talking about our love of marketing and all things SEO! We’d much prefer a juicy link over a box of chocolates anyway, so we decided to let everyone know why we love marketing and/or SEO so much.

LOVE MARKETING

 

Abbie Erickson, Marketing Intern

Before starting work as a marketing intern, I have to confess – I had next to no marketing experience. I come from a communications concentration that doesn’t focus heavily on the subject, and my love stands with making graphics and editing video. (But don’t worry I didn’t lie to my boss.)

Since working at Track 5 Media, I’ve learned so much about the world of marketing and I have to say the one thing I’ve really grown is that idea that I get to become a mini-expert on everything I write or post. I didn’t think I’d have fun researching and writing about truck drivers or travel nurses since I am not one of those people nor can I relate to their fields of work.

But researching them to be able to market information to them has been really refreshing for me. I’ve always loved writing, and now I get to do it for other people who actually read my work (sorry college newspaper managers). Being creative “behind the scenes” of what gets posted for viewers only makes me appreciate the work I see when I’m scrolling through Facebook.

Connor Smith, Digital Marketing Specialist

Marketing is something I love because it combines so many aspects of technology, communications, and creativity in one field. We’re lucky here at Track5 because we get to work on some pretty wide-ranging brands and interesting projects, so it takes a lot of shifting from one thing to the next. As a marketer you also get to tell stories, whether it’s through a blog or portraying your products as something unique and valuable — I feel that’s something ingrained in human nature so it’s fun to bring that to a job setting. The concept is also constantly evolving so there’s no time to waste!

Sarah Yoder, Marketing Intern

I’ll start by saying I get bored super easily and can sometimes have the attention span of a goldfish. So, I’d have to say that the one thing I love about marketing is the always-changing nature. While some might find change to be stressful, I thrive on it. I love the challenge of keeping up with the industry and figuring out the new advancements. There are no two days that are the same, so working in marketing never fails to keep my interest.

With change can come uncertainty, but I’ve become rather comfortable with the feeling. The creativeness and problem-solving talents that change and uncertainty can trigger is something I truly value in in life and in this career. As the industry changes, campaigns evolve with it, and we grow as marketers.

There’s always room for improvement and opportunities to progress. A campaign could be going well, but what can you change to make it even better? It can take significant time and effort but make it through the changes to see success can be one of the most rewarding feelings.

Troy Diffenderfer, Digital Marketing Specialist

I think my favorite thing about marketing is the amount of information you can consume. I’m an avid reader, so I’m constantly trying to digest as much info as possible. Luckily, there are numerous blogs that are devoted to covering what’s doing on in the digital marketing and SEO world. From Moz to Backlinko, there are always fellow marketers that are willing to provide tips and trips for marketers.

It’s also interesting that most information is consumed in the form of blogs or web articles. With a landscape that’s ever changing, a published book could become obsolete in a matter of months. Instead, I can kick back and learn about marketing while simultaneously putting those tips and tricks to use. I’ve got a love fever, and the only cure is…..more marketing.

Ekom Enyong, Digital Marketing Specialist

One thing that I absolutely love about marketing is the balance between an analytical and creative mindset. Though I am analytically driven, I am incredibly creative and think outside of the box most of the time.

I think marketing is the perfect activity to find a balance between the left and right brain. It allows me to think big and be creative, while the analytical component allows me to quantify the creative practices.