Marketing. It is a funny thing, as it means so many different things to different people.
What is marketing?
According to the Chartered Institute of Marketing, “marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.
When you delve a little deeper marketing has so many layers that it can be overwhelming to understand how to build and implement a marketing strategy. In reality, marketing your business takes a lot of work and sometimes we focus on one thing rather than looking at the bigger picture and the goals we have.
Use the resources you already have to understand your customers and how you might reach them. Look back on your customer history, ask yourself questions about your clients’ buying behaviour, customer retention, busy sales periods and how they found you. All this information is about your customers and how they interact with your business, this knowledge can help you to build your marketing strategy. You can also use this information to identify areas of your business that you would like to grow or that need attention to be used effectively.
You need to break through the NOISE to reach your customer. Finding out who your customers are is important so that your message can reach them. Complete some research by asking your current customers about how they found you. Use data you already have about your customers to find out who they are, where they are based and how they are finding you. Use this information to identify the appropriate channels to find more of your target customers.
Remember, not all customers will find you the same way. You want your customers to become advocates for your company and use word of mouth to let people know about your company. Customers will often recommend you if you have provided great customer service, or your product has met all the their needs. Testimonials are great ways to show potential customers what you can do for them from a customer's perspective. Sharing this content on your website, social media accounts and in other advertising formats brings your business to life.
Breaking down what the benefits of your products or services are is a great starting point for you to be able to communicate these to your customers effectively. Not only this, but breaking down the key messages you would like to communicate to customers helps to ensure that you are consistent with your messaging. Once you know this and who your customers are you will be able to actively find appropriate channels to communicate your key messages.
Often, we complete tasks out of habit, rather than to achieve a specific goal. It is important to take the time to look at setting goals for your marketing strategy and to define how you might achieve them. This will help you to put your ideas into perspective so that you can create a plan of manageable tasks you need to complete.
Your marketing plans might not always have the outcome that you predict and sometimes you might be surprised at the results. The important thing is to keep learning and adapting based on the results you get. Use the resources you have to your advantage to gain the most you can from them.
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