Re-enhance the Marketing Campaign to raise your standards in 2018

Post written by Helen Carwright
On Wednesday, October 25th, 2017

The world of marketing is always changing, and this is even more true for digital marketing. Technology is changing fast and consumer habits change to match. This means your company will always have to be looking to up its game at the start of each new year. With 2017 almost over and 2018 about to begin, businesses of all sizes will need to take a careful look at their marketing plan and see how they can both improve it and raise their standards in the coming year. To re-energize a marketing campaign for the modern market, take these considerations into account.


Up Your Content Marketing Game


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Content marketing is king in the digital marketing world right now. However, it needs to be done the right way. Why? Because the amount of new content posted on the Internet every second is staggering – from Facebook and blog posts to YouTube videos. Standing out can be an intimidating challenge, and many marketers working for small businesses might feel very overwhelmed. Make sure content is always easily accessible and readable on mobile devices, as most consumers now use smartphones to look up information some or even all of the time. Content that is mobile-friendly will have an edge on content that is not. Work on producing content that will be of interest to and helpful for your target audience specifically and be sure to update frequently.


Use Online Ads Carefully

The effectiveness of online advertising has been the source of debate for several years now, with it working well for some companies and not as effective for others. Its main positives are that it is cheap (especially through the two major providers – Facebook’s ads and Google AdWords) and it can be targeted very narrowly, particularly with Facebook. It is also best to use your advertising dollars to buy space on sites that get heavy traffic from your target customers. Online advertising is still worth using in 2018 – it may prove to be very effective for you. However, do not use this as your main option going into 2018. There are other, more effective marketing tactics available.


Use Location-Based Marketing

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Location-based marketing is when you focus on advertising to people who are physically within a certain area around your business. For example, if you own a local restaurant and you want to attract anyone visiting your city, you can use location-based marketing to offer a deal that appears only to people nearby. This kind of location-based advertising has shown to be up to 20 times more effective than generic banner ads. Most people search for places and businesses on their smartphones now anyway, and so this is the next logical step. Location-based marketing is continuing to evolve, and as smartphones become more prevalent location-based marketing is only going to get more important.


Have A Solid Storefront – Both for Physical Stores and Online Storefronts

You have a lot of options for the look and feel of both digital and physical storefronts. Companies like Shopify, which helps build digital storefronts, have found businesses need a number of options, such as themes and customization, to build digital storefronts that work well and have the personality of each individual company. Physical storefronts should not be neglected – attractive window decorations that showcase deals and what your business does are a great tactic to attract customers inside. Be sure any exterior is well-kept and hazard-free.


The Emergence of Remarketing

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The goal of remarketing is relatively simple – to specifically target people who have visited your site before. This is emerging as a new online marketing strategy that is showing great promise, and very well may be the next big thing. It is easy and cost-effective because it targets and displays ads only to customers who have already visited your site. These ads typically remind customers to complete their purchase, or just serve the purpose of keeping your company’s name fresh in their minds. Coupons or other deals can be used in order to lure customers back to give you a try. Google is largely leading the charge because of the search data they have access to for millions of people, and they continue to add more remarketing features and controls.


Never Neglect Social Media


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Social media accounts should always be part of any digital marketing strategy your company is pursuing. What is particularly effective is being active on social media sites that have a user base largely consisting of your target audience. Another effective strategy is to focus on the social media platforms that lend themselves best to your product or service. For example, if you are an indie author or in publishing, GoodReads is the social media site where you should spend most of your time because it is focused entirely on books. If you are in construction or digital photography, photo-based sites where you can showcase your work like Pinterest and Instagram are likely your best bet. YouTube would also be a good place to post videos of spec home tours, for example.


Don’t Forget More Traditional Marketing Methods

While digital marketing methods get all the buzz these days, it’s important not to forget the traditional methods. Traditional marketing methods, such as print, television, billboard and direct mail advertising are still important, particularly if your target audience is largely older. For example, if you own a business off an Interstate in a rural area, billboard advertising is still generally a pretty good option for attracting visiting traffic to your business, especially if you cater to the needs of travellers. Don’t get too caught up in the fancy methods if your target audience is better reached by more traditional marketing methods, although certainly do not ignore the role technology should play in your marketing campaign either.



2018 will be a year of change for marketing campaigns, just like every year before it. By keeping all of these elements in mind, your business and its marketing department can begin to form a solid marketing strategy for 2018. Try different ideas and see which work better. For example, something as simple as what image you use in online advertising can have a marked impact on how effective the ad is. There isn’t always a rhyme or reason to this, but once you find what works, stick with it, but still be open to change and new methods.

About the Author:
Helen Cartwright is a passionate blogger, who excels in the Digital Marketing and Technology niche. When not wired in marketing strategies she ghost-write for a variety of authors who have their work published on leading online media channels such as The Huffington Post and

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