Just like Rome wasn’t built in a day, nor will the powerhouse you want your business to be. Building the brand takes time, and it’s more like cultivating a plant than it is fixing an old engine back to life. It can be frustrating to see the competition getting ahead, while you know you have a better service and more advanced products. The reach of intricate marketing is almost immeasurable and definitely irreplaceable. When you boil it down, it’s simple game. All you’ve really got to do is find, and connect with the audience, both current and new consumers alike. Relying on a third party marketing team is better suited to large corporations who have such a complex consumer base, that an internal team couldn’t be able to decipher who and why. As a small business owner, you’re not helpless at all. Modern tools allow you to study and perform effective marketing techniques that you can do within your own company with your employees.
Image credit – dayanecardeal
Research before formulation
Before you can devise a marketing strategy, you’ve got to know, who you’re targeting and how. The two most important routes you must utilize is to study the traffic you receive to your website. Simultaneously, write a report of the various patterns and groups you can identify. Take advantage of Google analytics and study the age, gender, salary category, the industry they work in, their most loved reason for buying your products and services. Next, you should study the types of consumers your social media accounts receive. There may be a direct correlation between the type of content and interactions you put out over social media accounts with the impact that has on your website. Twitter has its own analytics page, which goes into surprisingly good detail of just who is your audience.
Forming a strategy
Develop a short paragraph which gathers all the information you’ve collected, the patterns you can see and then write down the potential and the most logical reason why they interact with your business. You can describe the demographics and connection between their earnings and their lifestyles. How your customers receive their news about your business can be the overarching strategy of how you want your content to be marketed. Commuters are more likely to respond positively to short videos, while people are sitting at home, are more inclined to read and interact with marketing campaigns.
Photo source – Max Pixel
Content is king
You hear it all the time, but it’s true, content really is king. Gone are those days when customers were happy being in the dark, so long as their products worked. Now they want to understand how you’re running your business and why. Using your collected information, and the strategy you have formed, create content accordingly. If you need proof that a particular tactic is viable to work, you can sift through the case studies from Detailed. They have ideas you could use that drive up traffic, links and sharing, as well as evidence of proven ideas. The impact of a banner or side advertisement on a website may be right for some products, but they don’t give you a lot of leeway to show why your product or service is, they way it is. They use still images, which can be on a rotation slideshow, for quick eye-grabbing marketing. Video advertisements are a proper cinematography experience, which needs scripts, cameras cues, lighting, actors, locations, the whole nine yards. Whichever route you choose, make sure that the content is veered toward the correct consumer evidence.
Image by – Westfrisco
Securing your image
Once your marketing campaign is in full flow, you should expect to get positive and negative feedback. You went through all the trouble to focus on your customers, make content geared toward their interests, and updated services and products to fulfill their need now is not the time to lose them. It can get annoying when responding to customer comments, especially the very rude individuals. However, whether they’re new customers or existing, when responding to them online, or via email, politeness and in-depth information should take absolute precedence. This means, from within your company, you should only select the most even-handed and calm temperament staff to represent your business online. Never lash out, always be courteous and keep in mind, you’re being watched at all times when you’re communicating online.
You don’t have to hire expensive third-party marketing companies to do your bidding for you. The added benefit of conducting a research-based marketing strategy, leading to great content, is that along the way you’ll learn a lot about your customers. Valuable lessons and data can then, be used in the future whenever you need them.