How to Create a Winning Marketing Strategy
Every marketer faces a variety of challenges, from targeting the right audience and engaging followers, to converting leads into customers and driving traffic to their brick-and-mortar establishment or website. In addition, some marketers struggle with forming an effective marketing strategy that includes solid content creation, search engine optimization, and efficient social media integration. As technology progresses, creating a relevant marketing strategy is crucial for a brand’s success, and necessary to generate revenue for your business.
Here we’ll discuss five of the most prevalent marketing obstacles, and some suggestions to overcome them:
Define Your Audience
Targeting the right audience is the core of your marketing strategy. You must know WHO you are speaking to.
Develop a clear picture of who your target audience is. Consider these three characteristics: demographics, their needs, and behaviors. In other words, you need to identify their persona. If they were a real person, what would they look like? How would they act? Distinguishing your audience properly will allow you to gear your message, aka your content, to each individual, thus creating a group of brand advocates.
Consider the following about your audience when creating your marketing strategy:
· What are your audience’s interests?
· What problem does your product solve? What types of people have these problems and who would benefit from using your product?
· Is your audience active on social media? Research states that 83% of college students reported that social media was the best way to reach them with information.
Generate Brand Awareness
Prior to turning leads into actual sales you have to promote your brand and get people interested in your business, products, or services. Often marketers are unsure of which channels they should focus on, or have a hard time getting prospective customers interested in following their brand.
Here are a few ways to increase your brand awareness:
· Optimize your website: Having a website doesn’t do you any good if you are not optimizing it for search engines. Be sure that your content, images, headlines, etc. are optimized based on your audience’s web browsing habits.
· Utilize Social Media: Use social media platforms such as Pinterest, Twitter, Facebook, Instagram, and so on, to promote your brand by linking your pictures and posts back to your website. Social media is a great place for you to connect with your customers and build a personal relationship between them and your brand.
· Advertise: Use resources such as Google ads, Facebook promoted posts, and other online forms of advertisement to attract new customers.
· Sponsor Public Events: Sponsor public events or charity events that are related to your product. For example: if your products are golf shoes, you could sponsor a golf tournament. Support causes that reflect your brand’s mission.
Create Customer Trust
Brand transparency and consistency is important. According to this Forbes article, “…when customers trust a brand, 83 percent will recommend a trusted company to others and 82 percent will continue to use that brand frequently.” Make sure that every inch of your brand is consistent. Employees should provide the same level of service across all departments. Your brand across all platforms – physical store, social media, website, blog – should create a cohesive image and strategy.
Use Social Media for Customer Acquisition
Most businesses understand that social media is a force you must embrace. But many do not understand how to convert social engagement into new customers and revenue growth. Social media is your brand’s personal voice. To generate leads from social media, you must engage with your audience. Create conversations and dialogue with those that find interest in your brand. Be responsive, authentic, and consistent in the way you engage with your audience.
For example create fun ways to interact with your followers and generate new customers. One way to do this is to set up a social media account, such as Instagram, and have customers receive rewards or discounts by taking selfies with your product. You can utilize a specific hashtag with the picture to generate more awareness for your contest. This is a fun way to engage your customers and get more people to know about your products and brand persona.
Utilizing Data Effectively
There are two main challenges when using data effectively to increase ROI. First, marketers need to understand how to use analytics to measure and understand the value of their efforts, and second, the data is too overwhelming to assess.
With the help of advanced marketing tools, marketers should be able to tie each lead or customer acquisition back to the specific marketing initiative that hooked them.
Here are some ways to utilize data effectively:
· Generate monthly, weekly, or daily reports to help show what marketing efforts are working and what are not. Hone in on the efforts that bring you closer to your goals (sales, growing your website traffic, higher clicks per page, etc.).
· Get other parts of your team involved in the conversation. Communicate with your sales executives, social media manager, and advertising teams to determine how you can accomplish your goals.
· Evaluate prospective leads by scoring email analysis, promoting social media engagement through marketing automation, and assessing product interest by using Google Analytics. These are ways to monitor your prospect’s interactions with your company.
Effective marketing is imperative to growing your brand, creating a sufficient following, and increasing your revenue stream. Understanding that there is room for improvement is often the first challenge when overcoming marketing obstacles. By implementing a marketing strategy that targets the right audience, engages customers, and utilizes data analysis, you will have more success converting leads into customers, driving traffic to your social channels or website, and creating value for your brand.