So, I’m going to make a wild assumption here and assume all businesses would like to be consistent with their marketing messaging to ensure they are to the forefront of their customers mind when they are making a purchasing decision – right? Yet many find it difficult to achieve this. Why?
Tactics and not strategy.
I often meet potential clients who say they have tried various tactics to grow their business but they are not getting the results they hoped for! When I ask some questions about their target market, their plans for growth for that market, their goals and their marketing objectives and how they measure these I am often met with vagueness. However, if you haven’t set a measure on success how can you say you’re not getting results.
Often business owners will say they have tried lots of tactics but generally they are not aligned to their audience or their goals. If you are trying lots of tactics to see what will stick you are possibly spreading your resources too thinly and struggling to do anything well.
Random Act of Marketing – An attempt to grow market share, increase brand awareness, drive revenue or other business benefit that is NOT integrated, can not be easily measured or justified and does not integrate with other marketing and business tactics.1
If this sounds like your business and you’d like to move on from random acts of marketing then here are a few pointers.
Understand your customer
As I work with a lot of businesses in the digital marketing realm I am often met with questions on the “new shiny thing”
“should we be on Instagram?”,
“should we be doing live video?”
“what about AI?”
“podcasting?” etc, etc, again the tactics before the strategy.
The most important part of the marketing strategy, the starting point for it all is understanding your customer. Do you understand what they want and need? Can you provide your product or service to match these wants and needs and can you do it better than your competitors? We work with clients helping them to develop detailed persona profiles whether they are in B2B or B2C environments. We need this information to properly create assets and content aligned to their target persona’s online activity.
Did you know that 89% of B2B buyers and 81% of online shoppers go to Google first when they are considering a purchase. Faced with a problem, challenge or choice people google it. B2B buyers conduct up to 12 searches before engaging with a brand and they prefer to go through the majority of the buying process on their own2. After this they will then evaluate alternatives based on social media or reviews, this happens after they have exhausted all information sources. For customers to notice and consider you, you firstly need to show up in their search results and then your content needs to speak to them, understand their needs and met those needs better than your competitor.
By understanding your customer and your market better it makes the development of a plan so much easier. A plan will outline the goals and objectives and the tactics to reach, engage, influence and convert. Doesn’t that sound better than random acts of marketing that you are wasting resources on? A huge benefit of having a plan in place is that you have increased confidence in your choice of tactics, you can measure their performance and you can easily say no to any activity that does not align with your target persona.
STOP DOING RANDOM ACTS OF MARKETING, work with us and get a plan in place to consistently bring new leads and grow your business.Get in touch by email on firstname.lastname@example.org or call 087 2043486.