Marketing is all about getting your brand out there and noticed. It is one of the fundamental operations of a business. If people do not know that you exist, or know what products or services you can give them, you are not going to have a business. It really is as simple as that.

Because of that, you want to make sure that all of your marketing efforts are high-impact. There is little point in spending what is likely to be a significant part of your budget and a lot of time and effort on it if it is going to fall flat. It happens to all of us, often when we least expect it, but it is important to analyze where it went wrong so that you can build on it in the future.

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What do we mean by high impact marketing?

High impact marketing is any form of marketing that has a significant impact on your bottom line. It does not have to be expensive, it does not have to be anything special – it just has to work.

It  might be creating a social media post that goes viral and reaches hundreds of thousands of people, and translates to 15% conversion rate. The post probably will not have cost you much, if anything, but has given you a great return on your investment. That is high impact marketing.

How you approach high impact marketing is very dependent on the outcome you want. For example, if you want to simply increase awareness of your brand, a post on Instagram or Facebook is the way forward. However, if you are hoping that the outcome is that you are established as an expert in your field, a media interview or a guest post on a high profile website may have the desired effect. If you are not sure where you need to focus your efforts, a professional marketing agency such as Congruent Marketing will be able to advise you and help you with your strategy.

How to maximise the impact of your marketing strategy

Make sure you are targeting the right people

You need to do your research before to ensure that you are targeting the right people and you are using the right marketing channel to reach them. For example, if you want 13 – 18 year olds to notice your streetwear clothing range, advertising it in a fishing magazine is not going to be a high-impact form of marketing. Similarly, if you want to target a very niche business audience, posting on Snapchat probably is not the right way forward for you. Find out where your demographic hangs out, and follow them there.

Build partnerships

A partner program or co-marketing campaign can enable you to reach relevant leads, show knowledge and experience in your industry, create high-quality material for leads and customers, and more. 

In addition, backlinks from other websites are immensely valuable for search engine optimization (SEO), which is great for impact and success in the longer-term, so it is a mutually beneficial strategy for everyone involved. 

When you’re running a business, it’s important to be at the front of the pack if you want to outperform competitors and keep your customers happy. By embracing the latest innovations and working styles, you can even maximize your productivity and boost your profitability. With this in mind, take a look at the top business trends that could transform your business in 2021:

1. Changing Business Models

2020 saw plenty of upheaval for businesses, but not all change was bad. In response to the coronavirus pandemic and subsequent lockdown restrictions, many organizations modified their business models and introduced new operating methods. For many companies, these changes enabled them to acquire new customers and increase lifecycle values. In 2021, we’ll see companies being even more adventurous with their business models as they adapt to a changing landscape.

2. Outsourcing and the Gig Economy

Successful businesses rarely rely solely on in-house staff. Instead, there is an increasing trend towards outsourcing. With payroll software and accounting platforms, for example, you can upload data securely and ensure your accountancy or payroll team can access the information in real-time. As well as streamlining your own workflows, this enables you to access specialist expertise as and when you need them.

With many people eager to generate second incomes, the gig economy is bigger than ever. Whether you work with freelancers or third-party companies, outsourcing critical business functions can reduce your operating costs and increase efficiency within your own organization.

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3. Remote Working

More people worked from home in 2020 than ever before and we’re likely to see a continuance of this trend in 2021. Although this was a change made due to the COVID-19 crisis, millions of people embraced remote working due to the enhanced work-life balance it offered. At the same time, businesses saw just how much they could save when their employees operated remotely.

As a result, a significant number of major corporations have already pledged to make remote working solutions permanent. With more set to follow in upcoming months, 2021 could be the year we see a major shift in working styles.

4. Decentralized Finance

Digital currencies, blockchain technology, including blockchain mining companies, and crowdfunding have been growing more popular in recent years but it’s set to become more mainstream in 2021. With millions of companies struggling to maintain their cash flow due to the pandemic, the need for alternative funding is set to rise.

While there will still be demand for traditional funding, such as bank loans, businesses will rely more heavily on alternative options, such as P2P lending and smart contracts on the blockchain.

Boost Your Business in 2021

As you can see, 2021 is set to be an exciting time for business owners across all industries. As organizations begin to recover from the uncertainty of 2020, we may see an increased willingness to embrace major changes. By identifying the business trends that work for your enterprise and incorporating them into your strategy, you can give your company the best chance of success in 2021.

Mistakes To Avoid

More businesses and organisations have taken on board just how crucial video marketing is to their brands. Thanks to tech innovations like smartphones and 5G, video marketing is fast gaining pace as the number one way to engage with busy customers.

There’s no getting around the fact that watching a video is more captivating to people on the go than reading several blocks of text on an ad. Sadly, some brands aren’t using video marketing to its full potential and make serious mistakes. Here are the top ones to avoid:

1. Trying to produce the video yourself

There’s nothing wrong with video self-production if you’ve got a personal brand or enjoy creating the odd random YouTube or Facebook video to share with your friends. But, if you’re trying to market a business or organisation, you shouldn’t produce the video yourself.

Most companies recognise the importance of video when marketing their brands, but a surprising amount doesn’t realise that video production is something you should leave to the professionals.

A professional video production team will have the right tools, equipment, software, and skills to create engaging content for your brand.

2. Forgetting your branding

You could make a fantastic video that might get millions of shares on social media. But what’s the point if those viewers don’t remember your brand name, logo, or online contact details?

It’s vital to incorporate your brand name, logo, and other details like a website URL in your videos. Don’t expect that information to accompany the video if someone shares your video or embeds it on their website or a forum, for example.

3. Waffling on too much

As with website content, you have just a few seconds to hook in your audience before they become disinterested and go elsewhere. When you have your viewers hooked, you must also make sure your videos aren’t too long.

If you’re promoting a product or service, and it’s not an in-depth explainer video, consider sticking to a maximum of two minutes. Any longer and your audience is less likely to finish watching your video.

4. Forgetting your call-to-action

Let’s face it: you want your audience to do something after they’ve finished watching your videos. You may hope they’ll visit your website and buy something, give you a call, or even sign up to your email newsletter.

Whatever you want your audience to do, be sure to make it evident at the end of your video. Your call-to-action should be prominent and give clear instructions to your viewers.

5. Forgetting to address your audience

It doesn’t matter what the message is that you want to convey to your audience. What’s essential is you address the people you are targeting in your video. Your video must focus on one problem, and you must talk to your viewers as if they stood in front of you.

The last thing you want to do is try to address ‘everyone’ in your videos. Instead, concentrate on a specific audience. You’ll gain more successful engagement with people by following that approach.

Good luck!