In today’s marketing landscape, you know that having a marketing strategy in place is vital as a business owner. However, the landscape constantly evolves, and new tactics and strategies are regularly formed.
A marketing strategy is essentially an extension of your overall business strategy. It’s the reasoning part that informs your future marketing decisions. As well as highlighting your marketing goals, it should also detail how you can achieve them through your marketing efforts. Essentially, the high-level framework connects your brand to the overall company aims.
Whether you’re a small business owner or part of a larger marketing team, getting your products and services in front of customers can be an exciting challenge. It takes a wide variety of skills and knowledge to know how to appeal to your target market, and understanding how to create a marketing strategy can play a central role.
Your existing and potential customers fall into particular groups or segments characterised by their ‘needs’. Identifying these groups and their needs through market research and reports and then addressing those needs more successfully than your competitors should be one of the critical elements of your marketing strategy.
Understanding your clients, appropriately utilising data and measuring campaign performance are all vital elements for expanding your marketing operations. However, the environment continuously evolves, and new tactics and strategies are regularly formed. As marketing becomes, so should your business.
Once, you know who your ideal customer is, you can begin to build targeted campaigns around your audience’s interests. Use the keywords they’ll be searching and make advertisements that will explain how your product or service solves the problem the audience has.
But the trick here to getting great results isn’t just about click-traffic. You have to focus on conversions and retargeting through pixels. If you don’t know how to install the Facebook Pixel on your site, then you absolutely must learn how to do this right now. Even if you’re not running Facebook ads, you can build your audience with a pixel.
There are plenty of other sources of valuable audience data to supplement your social media insights. This includes your Google and email analytics, your CRM, your customer service platform or even your best-selling products.
You’ll want to put measurable goals besides these. For example, one objective could be ‘adding 2,000 new subscribers to the email list by the end of the year’. Remember, these should be SMART goals – specific, measurable, achievable, relevant and timely.
Having a list of personalized KPIs is essential, but you also have to set realistic objectives if you want to get the best results. If you choose to set the bar too high, you may end up setting yourself up for success and feeling disappointed, even if you managed to improve marketing performance (compared to your previous results). Remember, from the timeframe to the actual goals you set, always choose the option that makes the most sense for your business.
While it would be great if every marketing technique you tried worked flawlessly, that’s not usually the case. A big part of success is trial and error, so you can’t expect miracles overnight. Taking the proper steps to correct inefficiencies should prevent you from repeating the same mistakes. By getting your message to the right demographic through the right marketing channels, you’ll likely see good results.
It’s easy to focus on KPIs that revolves around profits and leads, but remember that these won’t give you a wholesome picture in terms of user experience. Instead, your list of KPIs should consist of technical, financial, and user experience metrics that give you an accurate idea of your marketing campaign performance.
Most businesses are faced with a conundrum. It’s a Catch-22. There’s a clear need for increased visibility to drastically improve sales. But in order to get more visibility, businesses have to spend more money. When that well runs dry, what are you supposed to do?
Contact Beagle Talent and learn how we can help transform your marketing team or define your strategy.
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