Unsolicited ads clogging up your social feed; unread emails promising the sale of the century; SMS notifications from a company you can’t remember signing up to. Does this sound familiar to you? Just like you, consumers expect more from the businesses (like yours) vying for their time and custom. With this in mind, it’s time to up your marketing game. Here are some alternative platforms and approaches:
Approach #1
If you need to target the younger generation: Snapchat
One of the biggest platforms to emerge in recent years has been Snapchat. This instant messaging platform allows users to send multimedia messages that disappear after 10 seconds. The platform has nearly 100 million daily active users worldwide, who send around 400 million snaps per day.
Why it works
It taps into the zeitgeist of modern communication. It’s real time, focuses on broadcast and has the personalised intimacy of one-to-one messaging.
Use it for
Snapchat is brilliant for video and picture messaging. Use it for live communications and exclusives, from events to first-look new product launches. Or you could use it to capitalise on reactive content opportunities or to have a point of view on a new piece of research or legislation.
Approach #2
If you need to suss out your audience: crowdfunding
A tactic being adopted by some big companies is to use crowdfunding to test out the viability of new products and gather data that can be used in future campaigns. Crowdfunding isn’t just an opportunity to raise capital, it also provides access to an audience of loyal customers who have chosen to invest in you and your brand because they like what you do.
Why it works
Crowdfunding allows you to understand ahead of time which products are likely to do well, the demographic of customers most likely to invest and the geographical locations you’re most likely to succeed in. As it’s based largely on social interactions, it’s less likely to feel intrusive and the power rests with your audience.
Use it for
In the first instance, you can use crowdfunding to build interest in your products. Later on, you can use the information to plan marketing campaigns in advance of product launches. Some brands use crowdfunding data to make business decisions such as where they will launch and which colours they will go to market with. You can also use crowdfunding to gather feedback that you can use to change aspects of your business – demonstrating that you listen to customers’ opinions.
Approach #3
If you want one-on-one direct comms: WhatsApp
WhatsApp is a valuable tool for businesses to deliver messages to their audience really quickly.
Why it works
Technically speaking, it’s not meant to. WhatsApp isn’t designed for business use. In their infamous ‘Why We Don’t Sell Ads’ post, WhatsApp’s founders take a strong stance on the ills of advertising, so it’s not surprising that direct advertising is a violation of the terms and conditions of the brand. However, you can get away with sharing marketing content – so long as it’s subtle.
Use it for
Sharing multi-format messages and promotions with groups of customers. If you’re a local business or a company with a customer base that knows each other, then the group format works to keep a sense of community going, as well as offering a personalised service (which some businesses are using it for). The cap for groups is 50 members, so it’s worth having a think about how you group people together so that they only receive information that is relevant to them, (for example ‘new customers’, ‘parents’ and ‘regulars’). But don’t bombard them with messages.
Approach #4
If you want to add digital value to real world experience: Facebook Places
This new feature from Facebook shows people information about the places they visit, but goes one further by also showing users the photos and statuses of friends who have visited. The feature also allows people to see more detailed, real time information from business pages too, like offers, events and contact details.
Why it works
It’s still new, but it’s forward thinking in that it uses Facebook Bluetooth® Beacon technology. Simply request a beacon by clicking on this link. If you have a store, place the beacon in a central location. The beacons then use Bluetooth technology to send customers the right Place Tips – think of it has having a personal concierge promoting your business in real time.
Use it for
Taking your Facebook marketing efforts further and prompting customers to help you spread the word. As they share posts via the feature, more of their friends will see their experiences and you’ll get free peer-to-peer promotion. There are a few drawbacks in that customers will need to have the latest version of the Facebook app on their iPhone, have their Bluetooth switched on and be in or near your store.
By thinking outside the box and using new marketing channels you can help your customers find you and even surprise them with your creative approach.
Content on this page is paid for and provided by Kia Fleet, sponsor of the Guardian Small Business Network Accessing Expertise hub.
