Clever Marketing Tactics Worth Trying for Your Next Campaign

Launching a new marketing campaign can be exciting yet daunting. With so many potential strategies and tactics to choose from, it’s tough to know where to start and how to allocate your limited resources and budget. The key is focusing on high-impact tactics that provide the biggest bang for your buck while aligning with your overall goals. Here are some clever marketing tactics worth trying for your next campaign.

Focus on Video Content

Video reigns supreme when it comes to engaging today’s online audiences. YouTube alone has over 2 billion monthly users who watch over a billion hours of video daily. Creative, well-produced video content leads to higher conversion rates across channels. Investing in interesting videos for social media, advertisements, landing pages, and more is a smart play.

A few types of videos worth experimenting with include:

• Short, entertaining clips staged as ads or posts
• Educational tutorials and “how-to” videos
• Customer testimonials and user-generated content
• Behind-the-scenes looks at your brand or product creation
• Animated explainer videos breaking down complex topics

The impact of video varies by industry, but the medium allows you to showcase your brand personality and story in a multidimensional manner. Test different video content types and see what resonates most with your audience.

Optimise for Mobile

Mobile usage continues its relentless climb, making optimised mobile experiences critical. Google has rolled out several mobile-first indexing updates, cementing the importance of fast, seamless mobile pages and ads.

Some areas to emphasise for mobile include:

• A responsive website design
• Accelerated mobile pages (AMP)
• Mobile-friendly calls-to-action and forms
• Local search and maps integration
• Snackable, thumb-stopper content

Also, don’t neglect messaging apps, which surpass social media for mobile usage. Experiment with chatbots and branded content on WhatsApp, Facebook Messenger, and other popular platforms. Mobile provides numerous avenues to interact with customers in their channels of choice.

Engage with Influencers

Influencer marketing has progressed from an experimental tactic to a core component of leading brands’ strategies. The rise of social media influencers gives companies access to their trusted communities and loyal followers.

However, not all influencer partnerships are created equal. Avoid vague vanity metrics and botted followers. Vet potential influencers carefully based on audience quality, relevant niche, engagement, content style, and pricing. Make sure their values and content align with your brand. Negotiate contracts favouring performance-based compensation models.

Micro and nano influencers are often more affordable to work with and can drive higher engagement per follower. But bigger names may expand your reach and awareness further. Test a mix of influencer campaigns and how they do. A before and after template can be customised to show customers how your products can help them, for example. Or you may want to ask the influencer to showcase your product on their channel. A before and after template can demonstrate the impact of your product.

Refresh Your Email Marketing

Email marketing remains a staple in every digital marketer’s toolkit, but that doesn’t mean you can just set it and forget it. Take time each quarter to revamp your email strategy and test new approaches.

Try segmentation to deliver hyper-personalised messages to customers. Automate emails triggered by specific user behaviours. Send promotional emails at different times and days to see when open rates peak. Integrate email with your social campaigns through tactics like giveaways requiring opt-ins.

Email is also ideal for re-engaging lapsed customers. Use email automation to target customers with special offers who haven’t purchased in X months. Smart email marketing helps you continually optimise based on data.

Ramp Up Retargeting

Display and social retargeting are underutilised by many brands compared to their potential. Used properly, retargeting keeps your brand top of mind with relevant audiences through tailored ads across sites.

But blasting users with overly repetitive creatives can backfire. Focus retargeting on hot prospects who’ve shown interest but haven’t yet converted. Then, craft specific offers addressing their intent, like a discounted item left in their cart.

Expand beyond vanilla product retargeting into areas like:

• Lookalike audiences
• Competitor conquesting
• Remarketing website visitors
• Targeting previous purchasers

Setting frequency caps and testing creative variations limits retargeting fatigue. Though it is easy to set and forget, retargeting works best with ongoing optimisation and expansion into new, complementary audiences.

Reward Loyalty

With consumers bombarded daily by marketing messages, it’s tougher than ever to spark genuine brand loyalty. Creative loyalty programmes that provide ongoing value are one way to cut through the noise.

Rather than a generic points-based system, consider a tiered VIP programme with escalating rewards. Identify your top-spending customer segments and develop special perks and experiences tailored to them. Send surprise gifts or exclusive content to delight your VIPs.

Gamification elements can add engagement, too. Set milestones that members can strive towards to unlock new benefits. Build a community around your programme through social groups, in-person events, etc.

Loyalty initiatives require upfront investment but lead to higher customer lifetime value in the long term. Even simple tactics like exclusive sales or birthday coupons make devotees feel appreciated.

The marketing landscape changes rapidly, but these tactics represent proven winners for almost any brand. Of course, every campaign and audience are different. Test new strategies diligently, analyse the data, and refine based on learnings. With smart implementation, these clever marketing tactics can help propel your next campaign to success.