Gripping marketing strategies tap into the customer’s deepest desires while appealing to their logic. If you remember the punchy campaign by Old Spice – “The Man Your Man Can Smell Like” – you’ll know what we’re talking about. It addressed women’s desires for their partners to be more manly and attractive while also speaking to the logic that Old Spice products would make that happen. The brand hit the right notes with its target audience, and as a result, we’re still talking about it years later.
But does only the loudest and the raunchiest advertising get noticed? No. You can be more subtle in your approach and still create an effective marketing strategy for your business. The key is to align your marketing strategy with your business goals. It means understanding what your customers want and need and finding the best way to reach them.
If you’re a marketer hiccupping at the thought of creating a marketing strategy from scratch, stay with us as we take you through what it entails.
Shake Up The Inter-Department Communication Lines
For your marketing strategy to be successful, you need buy-in from every department in your company, from the C-suite down to the front lines. Marketing teams are usually good at getting their message out there, but if other departments aren’t on the same page, it’ll be harder to achieve your business goals.
Therefore, an integrated marketing communication plan is the magic elixir that can make all the difference. Include everyone (from customers to inter-departmental teams) in the planning process and make sure everyone is aware of the goals you’re trying to achieve.
Develop A Laser-Focused Marketing Strategy
All bark, no bite – that’s how your marketing strategy will be seen if it’s not aligned with your business goals. You could have the snazziest website, the most popular blog, and the most desirable social media presence, but if it’s not bringing you closer to your business goals, then what’s the point?
So, before you can spend those dollars on marketing campaigns, you need to get clear on three things:
- Your business goals
- Your buyer persona
- How you’re going to measure success
Once you have these figured out, it’ll be easier to put together a marketing strategy that’ll have your customers’ jaws dropping.
Understand Where Your Customer Is Hurting
Do you remember Segway? The self-balancing, two-wheeled, battery-powered scooter was supposed to revolutionize transportation. But it didn’t. Why? Because the company was targeting an issue that wasn’t an issue. It aimed to make walking obsolete. But people don’t mind walking. Most people enjoy it. Therefore, the brand only met 1% of its expected sales.
The crux of the matter is this: if you want to create a marketing strategy that sells, you need to understand where your customer is hurting.
There are three major paint points your customers might want solutions for:
- Financial
- Convenience
- Service
Your sales team likely has a wealth of information on the problems your customers are trying to solve. Use this as a starting point to develop marketing solutions. Besides that, reviews, social media, and surveys are also excellent sources of customer feedback that can help you understand their needs better.
Unleash The Power Of Content Marketing
Bill Gates has a loud and clear message for businesses – “Content is king.” In 1996, he wrote an article for Microsoft about how content would be the key to success on the internet. And he was right.
Content is still one of the most effective marketing tools in a business’s arsenal. It is an excellent way to build trust and credibility with your audience. It is also an effective way to drive traffic to your website and generate leads.
Some of the most effective types of content you can use include:
- Blog posts – Focus more on quality over quantity. Write in-depth, keyword-rich blog posts that offer value to your readers.
- Videos – A video is worth a million words. Create engaging videos that educate and entertain your audience.
- Infographics – People love visuals. Make your content more digestible by using infographics.
- Podcasts – Audio is a powerful format perfect for commuters or busy people who can’t spare the time to read a blog post or watch a video.
Be Where Your Customer Is
The internet has made the world more intimate. But it’s also made it more complex. There are now more channels and platforms for businesses to be present on than ever before.
The key to success is not to be everywhere but where your customer is.
Google your buyer persona and discover where they hang out online. Are they on Facebook? Twitter? LinkedIn? Pinterest? Reddit? YouTube?
Customer segmentation is another excellent way to identify which channels your target customer is using. Once you’ve identified their presence, you can start crafting a presence on those channels. Tools like Hootsuite and Buffer can help you manage your social media accounts.
Create A Movement
Social media has given rise to a new generation of socially conscious consumers. These people care about more than just the products they buy; they also care about their impact on the world.
As a result, businesses are starting to change the way they operate. They’re no longer just focused on making money; they’re also focused on making a difference.
And you can do the same.
Find a cause your business cares about and start championing it. Use your platform to raise awareness and make a difference. It is a subtle way of marketing your business while building a positive reputation.
Identify Market Trends And Competition
To create a powerful marketing strategy, you need to understand the market you’re operating. It means being aware of the latest trends and changes and your competition.
One effective way to stay on top of market trends is to set up Google Alerts. This tool will send you an email whenever there’s a new development in your industry. Influencer marketing, content, and video marketing are some of the most popular trends.
When it comes to competition, you need to understand two things:
- What they’re doing
- Their weaknesses
Keeping a close eye on your competition will help you stay one step ahead. Letting you in on a secret, Ahrefs can help you spy on your competition and see exactly what they’re doing.
Conclusion
Effective marketing can take a business from average to outstanding. Since it’s dynamic to ever-changing consumer behavior, businesses must keep their marketing strategies relevant.
As a marketer, you must realize that only innovation gets rewarded in today’s business climate. If you’re not constantly innovating and finding new ways to reach your target market, you’ll be left in the dust by your competitors. So, always look for new trends and never be afraid to experiment.
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