Sustainable marketing strategies are so important for small business owners. Every dollar and minute we invest into our marketing should have a sustainable or long term impact on the growth of our business. Here are 3 tactics you can think about for a sustainable marketing strategy:
Sustainable Marketing Tactic #1- Evergreen content
Evergreen content is optimized content that is continually relevant and stays fresh for readers over a long period of time, this can be tips, how-to content, product reviews, testimonials, inspirational videos etc.
An evergreen content strategy will allow you to drive prospects to your sales funnel, continually drive traffic to your website, improve search engine rankings, position your brand as an industry leader and truly connect with your audience on social media.
If you are currently doing seasonal promotions versus evergreen content I highly recommend you consider investing your time and resources into evergreen content. More on seasonal versus evergreen content.
Sustainable Marketing Tactic #2 – Always-on-marketing (AOM)
This is when you take a planned approach to scheduling and optimizing continuous marketing activities which support the customer lifecycle from acquisition through to retention, ie. not one off promotional campaigns or bursts.
So for AOM, you can use your evergreen content in your advertising and invest small amounts into different creative for different audiences throughout your marketing funnel.
Sustainable Marketing Tactic #3 – Marketing funnels
Marketing funnels are your customer’s journey from the initial stages when someone learns about your business, to the purchasing stage.
The 3 parts of the funnel are:
- Top of funnel (TOF)
- Middle of funnel (MOF)
- Bottom of funnel (BOF)
Each section plays a different role in moving the customer towards a purchase. Your funnel can be as basic as this table when you are getting started.
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