"It’s always about timing. If it’s too soon, no one understands. If it’s too late, everyone’s forgotten.’”
-Anna Wintour, editor-in-chief for Vogue, on innovation and creativity
Considering today's array of choices in products and services at consumers' fingertips and the ease of comparing them to competitors, the marketing runway is ripe for a messaging style that tells an authentic story and connects with prospects and clients.
To that end, there are many less than innovative trends, tricks, tools and tactics to avoid. In the fashion world, Wintour would refer to the continued of these as a faux pas.
Remember: timing is everything, and it's time to retire a few things from your marketing closet.
1. Say no to spam.
Your marketing should speak to a specific audience who needs your products and/or services and who will respond to your messaging; it shouldn't be a net you cast out to a broad population as you hope for the best. Use data to identify your target audience and personalize your messaging to connect with them. Segmented emails may cast a smaller net, but the results will be worth it.
2. Don't write thin content.
Thin - or shallow - content does not provide value to your audience. Keyword stuffing as a tactic has been far from trendy for quite some time, but it's still present among less savvy content marketing. Invest the time and effort into providing useful and insightful content that your audience will not only want to read but will also want to share. This level of crowd marketing is an excellent way to create buzz about your brand and also increases your rank among search results.
3. Avoid smoke and mirrors storytelling.
Your prospects and clients are keenly aware of marketing tactics. They recognize when they're being sold to and when a brand is attempting to connect with them to fulfill a legitimate need. Don't overlook this awareness; avoid using misrepresentations in your messaging that will put off your prospects and clients.
4. Remember to interact with your audience.
Don't rely on talking to them through your messaging; instead, talk with them about their needs, their expectations and what you can do to serve and exceed both.
By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360