Content Marketing
4 Innovative Marketing Strategies to Boost Your Brand’s Online Presence

4 Innovative Marketing Strategies to Boost Your Brand’s Online Presence

October 21, 2024
4 min read

Competition is everywhere. Thanks to widespread digitization, your company isn’t just competing with the business down the street. On the contrary, you’re competing with businesses around the globe — and more businesses keep popping up all the time. Is it any wonder that it’s so challenging to get your brand the recognition it deserves?

While it may be more difficult to grab attention from busy consumers, it’s not an impossible task. And one of the most effective ways to boost your online branding is by updating your marketing processes. After all, the way consumers interact with brands keeps evolving. If you’re not keeping up (or, better yet, leading the learning curve,) your business may end up being left behind.

Though there are countless ways to revitalize your marketing, you may want to consider starting with the following strategies. They’re all relatively straightforward to implement and easy to measure. That way, you can determine how well they’re working for you quickly — and net as much ROI from your innovative solutions as possible.

1. Offer an intuitive mobile website experience

Be honest: When was the last time you updated your website to make it a mobile-friendly, immersive experience? Has it been a year? Two? More? Then it’s definitely time to revisit your site’s flow because without a streamlined website, you’re not likely to get people to interact with your content or get up close and personal with your brand.

This doesn’t mean you have to pay for a complete overhaul of your website design. You just have to take strides to discover how consumers are actually using the existing elements of your site. For instance, you may want to invest in a website evaluator and builder that includes heat mapping capabilities like Thryv’s Marketing Center offering. The all-in-one system can show you exactly where your visitors are drawn when they land on each webpage. With that information, you can then use the Marketing Center’s website builder to make informed website optimizations.

Perhaps the best aspect of experimenting with heat mapping and website updating is that you can easily track the results. A few basic metrics to measure your website update include before-and-after bounce rates, conversion rates, time spent on individual pages and click-through rates.

2. Hit “refresh” on all your customer-facing content

While you’re working on your website, pay close attention to your website’s content, too. Just as websites can grow stale, content can become dated very quickly. What seemed new and dazzling a year ago may sound clunky, dull or irrelevant now. Your job as a marketer isn’t to take a “set it and forget it” approach to your content. It’s to keep it alive, exciting and engaging.

This goes beyond just re-evaluating all those evergreen blogs you’ve been leveraging. You need to consider all of the content that visitors see, right down to your headers and subheads. Are they still “on brand”? Or has the way that your company presents itself to the world changed? Asking yourself that question is important, as it gives you the chance to see your content in a new light.

Putting a facelift on old content can be tackled in many ways. You might decide to keyword optimize an article or page that was once a high performer but has now lost its luster. Or you could add length to shorter content. An even easier method to update your content right away, as noted in a CMSWire article, is to just change the date and stats in year-based trend-related pieces (e.g., “The Top XYZ for 2024”.) Again, just be sure that all your content aligns with your updated brand ethos for maximum outcomes.

3. Embrace the power of purposeful collabs

What could be better than a collaboration to give your brand extra reach and momentum? By working with an individual, like an influencer or creator, or another business you can get in front of new audiences. Working with a charity could be a meaningful opportunity to showcase your brand’s values. You can also change perceptions about your company and brand in the process.

Of course, it can seem daunting to find the right partners. Rest assured that the experience doesn’t have to be arduous. Take the influencer space: Plenty of products are available to help you find and automate your relationships with influencers, including Sprout Social’s influencer marketing platform. Billed as a full lifecycle influencer campaign management tool, the platform eases you into the influencer scene. You’re not reinventing the wheel; you’re just getting the most for your influencing collab dollars.

In terms of finding other business partners to work with, get creative. You aren’t relegated to choosing another company that sells with your space. Look at the Forever 21 and Cheetos matchup. It was a million-dollar brainstorm between two dissimilar brands that paid off. Why? They served similar audiences, even though they served them in vastly different ways. There’s room for infinite creativity within these partnerships.

4. Borrow ideas from other industries

Speaking of looking at companies in other fields, stay open to exploring the marketing that’s occurring across all industries and not just yours. Educating yourself on interesting, innovative marketing ideas and trends can send sparks throughout your department. There’s no harm in borrowing from other companies’ or industries’ wins to attract people’s attention to your brand.

Rather than hoping that you’ll hear about other businesses’ eye-catching marketing ventures organically, use an AI tool to conduct social listening on specific marketing hashtags. You can also sign up for innovative marketing newsletters to help spark creative ideas. That way, you won’t have to do much legwork. Instead, you’ll have marketing insights sent right to your inbox.

You may want to start a living, breathing document to ensure that your team has access to the most compelling marketing information. Share the document with everyone and encourage all your marketers to keep adding to it. Then, refer to the document for inspiration. You never know: The foundation of your next branding success could come from the most unexpected of industries.

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