5 tips for Successful Marketing
Successful Marketing Tips 16-20 – Find our weekly round up and expansion of our tips below.
- Target your marketing properly, audience, demographic, location, who are they, why would they use you? Customer perspectives & buyer personas
- Inbound marketing is complex, find your customers, understand the buying journey, plan your content, identify, educate, convert, point then close.
- Business Samaritans. Often in business, your time is spent fighting fires, don’t do this with your marketing! Hire an agency or professional to help.
- Drive traffic to your blog through social media, even try blogging the old way, post to a magazine or newspaper, don’t forget the mention!
- Marketing is also important when receiving calls. Your answer phone message, on hold and greeting should also match your brand, values and tone.
Marketing Tips 16.
‘Target your marketing properly, audience, demographic, location, who are they, why would they use you? Customer perspectives & buyer personas’
First of all, there is no point in providing some marketing, without first referring to your brand. Look at your value proposition and your target audience. This should all be included in your marketing brief. Posting a business ad in the local paper is great, but only as long as ‘that’ is the right audience. B2B or B2C may require a completely different media transmission, it depends upon your business! Find the correct medium before you push the output.
Who are your customers, create a buyer persona, draw out a mood board for that persona. Write your content in relation to your brand and in reference to that persona. It needs to appeal to that potential customer whilst at the same time representing your brand.
In relation to location, here is a very simple and broad example. There is also no point advertising in a national publication, if your service only extends regionally in and around Birmingham. This applies to all of your marketing. Follow your brief and use your research. If you haven’t done this yet, maybe you had better start developing the brief and your brand before you do anything! Successful marketing relies on this.
Marketing Tips 17.
‘Inbound marketing is complex, find your customers, understand the buying journey, plan your content, identify, educate, convert, point then close.’
Well this isn’t just somebody calling you, it’s about attracting that potential customer in the first place. The practice of inbound marketing is not that new, but lets say it has evolved over the last few years. You’ve seen the blogs and the articles, the digital and email marketing. Nowadays it involves creating content throughout your marketing that will scoop up potential customers, dependent upon what stage of the buying journey they are on.
Here are some examples of the stages.
- They are identifying a problem or need. Identify
- They are attracted by appealing, personal content. Engage
- The buyer is researching solutions, educating themselves. Educate
- Looking for a provider, making a buying decision. Convert Lead/Offer/Close
Each separate piece of content, should address each stage of the buyer’s journey to engage with the individual. The content should appeal to the buying persona you are aiming at. Further more, people can sniff a sales pitch from a mile away nowadays. They almost need to be ‘asking for it’ before you dive in with the offer. You just need to lead them along their journey, or collect them from someone else’s inbound strategy! Remember you cannot close a deal nowadays with just one piece of content, unless you are extremely talented, that really would be successful marketing.
If you link a series of outputs to identify needs, attract, educate, solve and then pitch to your target, this will appear less like the beginning of a pitch. ‘The Close’ is then up to you and remember you are closing all along the journey’s cycle. Your potential buyer can make a purchasing decision at any instant, they could jump a stage, you cant be 100% certain. Make sure you always offer a way to learn more, keep them in the loop, don’t let anyone steal them from ‘your inbound strategy’.
Marketing Tips 18.
‘Business Samaritans. Often in business, your time is spent fighting fires, don’t do this with your marketing! Hire an agency or professional to help.’
So your in a crisis and you need to bring in some work, maybe you need to sell more products or just get the message out! You’ve got several different channels to market and it’s all becoming too much, your approach is fragmented, unplanned, inconsistent and dare I say it, ‘out of control’. You need some help.
Marketing is not just about creating pretty pictures and slogans. Agencies can help in many more ways than that. For example, a good agency can provide a brief to give structure and consistency to the list below.
- Customer service messaging, scripting, structure and reputation management
- PR and editorial to make your message clearer, more consistent
- Provide a framework and easy ways to connect, converse and delight new and existing customers
- Write effective content for ads, brochures, catalogues, social media and blogs
- Create intelligent responsive websites to do the job for you
- Brand development or a business refresh will give you the control back
An agency should advise if you are wasting your money on something that is inappropriate, not effective, or unfit for purpose. Marketing professionals must ask the right questions, challenge and do what is best for your business and for your customers. It will give your marketing structure, and will relieve the pressure, creating opportunities for you to sell in a measurable way. Ring the business Samaritans now, give us a call.
Marketing Tips 19.
‘Drive traffic to your blog through social media, even try blogging the old way, post to a magazine or newspaper, don’t forget the mention!’
Find the correct and appropriate place to contribute some work and then get on with it! Your local newspaper, business networking group, a magazine or a council publication.
Help other members, advise, take questions and answer them, because your good at what you do right? Let people know and do it in public.
It will boost your credibility amongst piers, local groups and regional business forums. If you don’t ask, you don’t get because that’s what your mum said right? Right. Don’t forget to mention your business or website though, if only as a ‘by line’ sub text. No good being a celebrity who works for free, if nobody knows what you do for a living! Successful marketing should be tenacious.
Marketing Tips 20.
‘Marketing is also important when receiving calls. Your answer phone message, on hold and greeting should also match your brand, values and tone.’
There is a wider reason for this tip. I’m not just advising you to change your voice mail message. I want you to be aware that everything connected to your business communications and marketing, should be dictated and controlled by your brand, values and tone (tone of voice- written and vocal). Maybe not ‘ring tone’, but funnily enough we’ve actually got one customer called ‘King of the Road’ and guess what his ringtone is!? He knows about successful marketing!
Your customers need to identify with your brand and remember it. You want them to remember you, maybe refer you and ultimately be your marketing department.
Finally, if your brand was not developed correctly or needs to be changed because your business has, maybe you should act now. Change your voicemail, but more importantly, refresh your brand and its subsequent marketing outputs to provide your business with a more successful marketing strategy.
Your Call to ‘Marketing Action’
If you want to discuss your business marketing in more detail why not call us here @ The Marketing People on 01543 495752. Ask Richard about our free ‘business focus’ consultation. Alternatively email email@example.com
Challenge yourself, challenge your business, create more opportunities to sell.