Positive thinking must be followed by positive actions.
Poor strategies lead to poor outcomes
Too many people don’t get things done because they don’t match their actions to their rhetoric. Do you ever become frustrated with growing your business, if so creating some new strategies could hold the answer?
In business time and money are critical, but most people just keep complaining they have neither when the lack of taking the right actions is the real problem.
Marketing strategies seem to be a blur for many people in the ‘noisy’ marketplace of today. Despite the noise, if you take a simple approach you will engage the right people at the right time for your business.
“Before you eat the elephant, make sure you know what parts you want to eat”. Todd Stocker
There is no ‘quick fix’ to create a marketing strategy that works, but in the modern business environment, your website and social media are playing an increasingly important role. Be wary of anyone who can promise a quick fix because it’s impossible.
When looking at modern marketing it is important to keep things simple in order to get it underway. Once you have your marketing producing results you can increase the number and type of marketing activities. Be prepared to experiment, there are lots of things to learn, new languages to get you head around and new marketing ideas are emerging all the time.
Keep your strategies simple so others will simply understand and take action.
Clarify your purpose, vision and objectives
Arguably the most important thing in marketing is to have a clear purpose, vision and objectives. If you don;t you will finish up with a mish mash of unrelated activities. Once you have establishes a clear purpose, vision and objectives you will be in a position to align all your strategies and actions to maximise your available resources.
Define your market segments and personas
You can’t be all things to all people. Define the market segments you seek to serve and the persona of the buyers and potential customers in each segment.
Research your market segments to the point that you understand exactly what the problems, frustrations, wants and needs of the potential customers. Don’t guess, meet with people and ask plenty of question, do some action research.
Understand the best way to reach your target market. Social media is a wonderful medium to find and connect with your potential customers.
Set up or refresh your website
This is where people will go to find out about you and your products and services before they make a purchase decision. Keep in mind that your potential customers have access to the same information and knowledge as you do and today they are better educated and knowledgeable about what they want and need.
Focus on lead generation
It’s no good having the best products and services if you can’t generate leads for them and then convert them into sales.
Now is the time to look at social media and choose the platforms that best fit with your target market segments. Learn one platform at a time.
Implement your content marketing
Make every effort to ensure your content is of a high standard and that is reliable, practical, useful and helpful to prospective customers as well as existing customers.
Providing customers and prospects with good content on a regular basis, either directly or through your website and social media platforms
Nurture your leads converting them into buyers
Now focus your entire organisation’s time and efforts on:
- Creating a great customer
- Making everything your organisation does customer friendly.
- Following up ensuring the prospects have all the information they want and need.
- Being receptive to customers requests.
- Making after sales service the best you can afford, don’t leave customers hanging.
- Being responsive to customer complaints and any dissatisfaction.
Keep a watchful eye on your competition
Know who your competitors are because you can use them for a lot of valuable information. Not only can you find out how successful you can be in the industry, but you can try to figure out what strategies worked and what didn’t. It may be worth looking at how you can cooperate with some competitors in order to compete.
Try to snoop around to figure out the marketing that achieves them the best results, which offerings are the most profitable for them and who they target. Understand their branding and ask your potential customers that you survey what they think about your competitors to better reach your audience.
Start looking at other initiatives that can multiply your marketing efforts
There are obviously many more things you can do to improve your marketing effort once you initial efforts gain traction. Things such as:
- Engaging marketing partnerships.
- Introducing an inbound marketing
- Make more use of information technology and communications.
- Establish your business’s knowledge management system.
- Utilising metrics and analytics.
- Making use of Big Data,
It will take time and money to find and implement the best marketing mix for your business, non-profit organisation or community. When you have established a marketing strategy that is progressively improving your profitability and sustainability, don’t get too comfortable. The world changes every day and it’s not the strongest or smartest that survive, it’s the ones that can adapt to the change taking place the quickest.
If you become comfortable, you can look forward to a declining business. Another new competitor can suddenly emerge from anywhere in the world.
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The more common questions I am asked have to do with marketing. Everyone has a company, product, service or idea but they don’t know how to market it, they don’t know how to generate leads. Particularly when all the older methods they have been using and just not generating the business they once were.