As a marketer, I want to believe that all of my marketing efforts are very important.
Unfortunately, this is not always the case.
Look at the blog post that resulted in 25 views and 0 leads – or the Facebook campaign that totally failed with a much lower ROI than expected.
High impact marketing is of course the goal of every marketer. High impact marketing means that you are getting the best bang for your buck and that your time and resources have a powerful, positive impact on your company’s bottom line.
But effective marketing is easier said than done. Here’s what high-impact marketing is, examples of high-impact marketing, and finally, how you can maximize your own marketing efforts to get the most impact.
Let’s dive in.
What is Effective Marketing?
High-impact marketing is any marketing measure that has a significant impact on the company’s bottom line.
High impact marketing can vary depending on the business objective and industry. In addition, high-impact marketing doesn’t necessarily correlate with the amount of money you’re spending.
For example, maybe you’re creating a low-budget YouTube video that generates thousands of views and a lead conversion rate of 15%. It’s very powerful no matter how much money you put into the video.
Fortunately, this means that effective marketing doesn’t have to break the bank to be effective.
Which types of marketing have a major impact on your bottom line naturally depends on your individual marketing goals. For example, if your goal is to increase brand awareness, Instagram may have the most impact. If your goal is to be thought leaders, you may have a greater impact by guest posting to different blogs.
Examples of high impact marketing
To fully understand the definition of high impact marketing, let’s look at a few examples of high impact marketing in action:
- A YouTube strategy that will increase leads for your business while reaching new audiences and increasing brand awareness.
- A podcast advertisement that increases sales for your new product.
- A PR campaign that increases the positive perception of your brand, as measured by a public perception survey.
- A blog post with a conversion rate of 10%, which is above industry standards.
- An Instagram post that gets high engagement rates and increases the number of followers on your account.
- An online co-marketing webinar to help you reach new networks through your partner’s channels.
Of course, there is a lot more, but ultimately these examples are meant to show how far-reaching effective marketing can be.
Effective marketing depends on your goals, your industry, and the types of marketing best suited to your brand. What leads to a high ROI for one company can be a waste of time for another.
Next, let’s dive into some specific high marketing techniques that you can implement, depending on your goals, to produce lasting results for your business.
This is how you maximize the impact of your marketing
1. Make sure you are targeting the right audience.
Best for: brand awareness, increased leads.
To create the most effective marketing campaigns, it is important that you do your research to make sure you are targeting your ideal audience.
Of course, your audience will vary depending on your goals. Maybe you are putting together an online event for entrepreneurs. In this case, you want to target a wide audience by identifying all social media users who have shown an interest in entrepreneurship. Since your goal is to reach as many participants as possible, you don’t have to be too focused.
Let’s say you want to increase sales with a new product. When it does, you don’t want to target a large audience, but rather focus on a select group of people who seem ready to buy. In this case, you want to target viewers who have visited a landing page for your product or viewers who have clicked on an ad for that product in the past six months.
Ultimately, you don’t want to spend too much money or resources on people who will never convert. Therefore, for really effective marketing, it is important that you take the time to address the right target groups.
Take a look at How To Find Your Target Audience to learn how to identify the right audience for your own goals.
2. Create a strong partnership program.
Best for: Reaching new audiences.
A partnership program or co-marketing campaign can help you reach new audiences, demonstrate expertise in your industry, create quality content for leads and customers, and much more.
Additionally, backlinks from other companies are invaluable to SEO, so an affiliate program is a win-win situation on all accounts.
To create a really impactful co-marketing campaign, consider hosting a webinar with a partner, creating an e-book with a partner to share with the partner’s network and brand awareness, or a number of guest – Write blog posts for each other’s websites.
Co-marketing campaigns can have a huge impact by delivering exceptional value to leads and customers. For example, consider this actionable guide that HubSpot created with LinkedIn to help viewers learn how to get the most out of their LinkedIn marketing efforts.
While HubSpot could have written its own content on LinkedIn best practices, it is more valuable when it combines powers with LinkedIn. In addition, this e-book is now displayed on both HubSpot and LinkedIn networks for greater reach.
Best of all, co-marketing efforts don’t have to be a big budget. In fact, partnership programs can be incredibly cost effective because you divide the amount of resources you need in half.
3. Post on different social channels.
Suitable for: Increased brand awareness, establishing a thought leadership role in an industry.
Social media is one of the most effective ways to achieve any of your marketing goals.
Do not you believe me? Keep this in mind: 54% of social browsers use social media to research products.
Additionally, 73% of marketers believe their social media marketing efforts have been “somewhat effective” or “very effective” for their business.
Best of all, social media is one of the most cost-effective marketing strategies.
Of course, a social media strategy needs to be comprehensive to be as effective as possible. For example, to improve thought guidance, ask executives to regularly post thought guidance content on LinkedIn and share it with industry experts. Alternatively, you may want to post advice from industry leaders on your own Instagram or YouTube accounts.
In addition, it is important that you use the best platforms to reach the right audiences. There’s a wide range to choose from – including Facebook, Instagram, LinkedIn, Tik Tok, YouTube, Twitter, and more.
Do research to find out where your target audience spends most of their time, then change your strategy accordingly.
4. Maximize the recommendations.
Best for: More sales.
Given that acquiring a new customer costs five to 25 times more than retaining an existing customer, it makes sense to use existing customers for effective marketing.
The incoming flywheel has three sections: tightening, engaging, and enjoying. To achieve sustained, long-term growth, it is important that your flywheel reach maximum speed.
To do this, you can create a formal referral program that gives existing customers a discount for referring new customers.
In addition, you can encourage current social media followers to refer new followers to your social pages. To motivate them, you could throw a giveaway. If a follower tags 3-5 friends in the comments section, they have a chance to win.
You also want to make sure that customers have a good experience with your brand from start to finish. For example, if customers are impressed with your customer service, they are more likely to recommend you to friends for free.
It is very effective.
5. Optimize for SEO.
Suitable for: demonstrating specialist knowledge, getting to know new target groups better.
After all, optimizing your website, blog posts, and even social media pages for SEO is critical to long-term marketing success.
For example, your blog posts are much more effective when they appear in the search results for related queries. Otherwise, you can only get so far with email and social media traffic.
Additionally, your website has a far greater impact on business results if it is featured in the top ten search results for related keywords.
For example, consider the impact your website has on sales if potential customers can find your business looking for products or services for your industry.
An SEO strategy is a long term game, but it’s one of the best ways to create content that will continue to affect your bottom line in the future.