Develop real-time marketing tactics for your small business by creating a strategy focused on current, relevant trends and immediate feedback from customers.
As a professional marketer, I was trained that my whole raison d’etre is to plan ahead and plot out a marketing strategy to roll out over the course of the quarter or year. But the greatest difference between marketing efforts of today and pre-Internet is the rising importance of being present, agile and to a certain extent, always-on.
In a large enterprise brand, the barriers built to protect it in the old media world are now the very obstacles that prevent it from being effective in this new environment. This is part and parcel why I decided to strike out on my own as a freelance marketing consultant.
Because in this new landscape, marketers need to be part of an “in-the-moment” conversation that occurs 24/7 about their brand or company and about the general consumer conversation at large.
Ultimately, the sum of many missed moments in this new landscape will be the death of some companies, and this embracing of “right now” will be the ascension of many others.
Real-time Marketing for Your Small Business
Real-time marketing, as it’s called, is marketing that is based on up to date events. Instead of creating a marketing plan in advance and executing it according to a fixed schedule, real-time marketing is creating a strategy focused on current, relevant trends and immediate feedback from customers.Real-time marketing can yield big results and social media is the key. Click To Tweet
In an era of Snapchat and 40-character feeds, businesses need to be streamlined and flexible enough to respond quickly to changing market conditions in order to take advantage of opportunities while avoiding risk. Real-time marketing can yield big results and social media is the key.
Getting your social media channels ready for real-time marketing:
Depending on your brand’s image, you’ll want to consider what your brand can successfully comment on. Be sure it’s in line with your image and that your followers will appreciate it.
The day of big event is the most important day, but that doesn’t make it the only day to engage on social media. People are interested in an event weeks before it actually happens, and you can take advantage of this with some well-timed posts or tweets.
Even though this is real-time marketing, you still need something prepared in advance. You can make a lot of universally usable content, and just add specific details at the end as relevant info comes out.
Whoever is going to be posting on your social media channels, make sure they know what they have to do. It can be yourself, your employees, a freelancer, or even an agency. As long as they have the materials, messaging, images or video clips prepared in advance and know how to use social media.
You’re going to be posting about it, so you should definitely consider actually attending the event or participating in whatever you are planning to promote around. Consider capitalizing on quotes, funny moments, cool signage, quirky introductions and how you can post about them.
A variety of content is key to maintaining the interest of your followers. Also, make sure that you’re re-posting photos from other attendees. Managing a variety of content will also be beneficial when reviewing past events while planning for the upcoming one.
Real-time marketing is only part of your overall long-term marketing strategy.
Of course, do not put all your hopes into one lucky post or tweet. As much as it can boost your online marketing performance, you still need a long-term marketing strategy to manage and maintain any successes.