BUZZ KILL BRANDING

Let’s face it, 2018 was a rough year for everyone. Consider leaving these marketing techniques with it as we continue to explore the potential of 2019.

  1. Content-rich websites

Websites have changed a lot since the days of dial-up internet access. In the beginning, web speeds were so slow that many early companies benefited from a strategy of cramming as much information as possible onto each page. What began in necessity has continued in days of much faster internet speeds and much pickier web-audiences. If you’re not optimizing your website for what these audiences are looking for, you could be losing a serious amount of web engagement and reach!

Too often these audiences arrive on a website interested in what the company is doing and leave completely shell-shocked from the amount of information organized across different sections. There is a reason why many people are leaving Facebook for other platforms like Instagram and Pinterest. While part of this trend has to do with youth seeking out a younger platform another major reason is that simplicity sells!

Instead: Find out what your audience really wants from your website to stay engaged on it or buy a product and cut out the endless content just for the sake of content. If you know you have something valuable that your audience truly wants, it may very well be worth your time hold on to that content in exchange for a simple sign up or social media follow.  

  1. Your marketing is 9-5

The world does not move on a 9-5 basis anymore, the internet has blown that concept out of the water. With a wifi connection, you have potential opportunities that are looking to connect with your business 24/7 and if you aren’t utilizing more than your 8 hour work day to make yourself available, you are falling behind. Now, this does not mean that you need to work around the clock to please the masses and make sales, but you should put some thought into how to keep your communication channels open when you’re not physically in the office.

Instead: Invest in tools like Hootsuite, Buffer, and Sprout Social to get started with automating your social media. Additionally, if you’re operating primarily online, consider the time zone where your audience is located, it may not be where you think.

  1. TV Commercials

Within the last decade, commercials have grown to be incredibly ineffective for the majority of businesses besides a niche collection of industry types (such as the automotive industry) and the major companies that can afford to put commercials out in places where they’ll actually be seen. While commercials can still be a powerful sales converter, the audiences you’re trying reach on them are not only diminishing, they’re actively running away from live television altogether.

With the growing power of streaming services like Netflix, Hulu, and Amazon Prime video, which all offer ad-free experiences for paying subscribers, it is more of a challenge than ever to find a large enough audience to make up for the hefty price tag of an engaging commercial. As of May 2017, out of all US viewers 18-49 years old, only 28% are watching prime-time TV (LA Times, 2017). This percentage is likely to have dropped since then, as 2018 saw double-digit declines in primetime audience numbers (LA Times, 2018).         

Instead: Invest your marketing budget in other ways to connect with your audience. Digital marketing has the potential to open so many doors to younger audiences and can constantly be refined and optimized due to the massive amount of demographic information and feedback you receive from this marketing channel.