Sometimes it can be small things that make the difference to how well your marketing efforts are performing. This article lists 4 simple things you can implement or tweak, to help you deliver better results.
So, not in any particular order…
1. Revamp your marketing messages
When was the last time you stopped to think about tweaking your marketing messages? If you’ve been focussing on the same content and messages across all your activities, your audience could be so used to seeing the same old thing that they no longer notice what you are trying to say.
Large brands tend to work in campaigns, that is, running with a particular message or creative approach for a set amount of time. Then they change it to something else. This method keeps your brand fresh and makes your audience take note.
Top tips to consider:
- Be clear about your target market and ensure you know what they really need from you.
- Identify the problems that your audience face.
- Present your solution to those problems.
- Present the results you’ve produced for existing or past customers.
- Explain what makes you stand apart from your competitors.
2. Tell stories about you, your brand and your products/services
Essentially, if you don’t have a story to tell, you’re just a commodity. A good story adds significant value to your brand and gives your customers a reason to choose you that’s beyond price. Very few people want to be ‘friends’ with a brand. They do however like to feel connected to brands when presented with the human element surrounding your brand.
Stories to tell could include:
- Anecdotes about funny or interesting things that have happened in the business, or that your customers have told you.
- Case studies about how you have solved a very particular or unusual problem faced by one of your customers.
- Go back over some of the questions (FAQs) you are often asked about the business, and see if you can answer the question by telling a story.
3. Spend time delving deeper into the hearts and minds of your ideal customers
Yes, it's this old chestnut again, but the fact is, the more you know about your target customer, the easier it is to sell to them. So look beyond the obvious things like age, geography and income levels. Go deeper and think about things like:
- Buyer behaviours: look for patterns of behaviour during the buying process. So for example, one of the things I look at is my website analytics, and I pay particular attention to the pages of my website web visitors look at most often to help me understand what people like and don’t like. Over the years that has helped me refine and develop my offers.
- Psychographic segmentation: This means dividing your market into segments based on different personality traits, values, attitudes, interests, and lifestyles.
- Environmental segmentation: This is looking at the environment in which your target customer inhabits and thinking about how that could impact their buying behaviour. So for example, someone who lives in a city could view your product or service offering very differently from someone who lives in a rural setting.
4. Plan your marketing in 90-day chunks
I think nowadays think marketing planning is more efficient when you focus on 90 days at a time. In my opinion, long range marketing planning can be a waste of effort because things change so quickly. Looking at your marketing in 90-day chunks means you’re more likely to measure and evolve your marketing efforts which will yield better results.
Essentially the ‘formula’ is something like this:
- Data: at the end of each 90 day period, pull together all your metrics and measure your results.
- Analysis: Look at the data in detail and work out what it tells you. What worked, and what didn’t? Are there any patterns of behaviour emerging? Are there any surprises?
- Vision: Armed with your data and thinking, look at what you want to do for the next 90 days. Did looking at the data spark any ideas? What areas worked well that you want to ramp up? What areas were a waste of time and money that you want to junk?
- Creating a calendar for the next 90 day period: Break it down into manageable chunks and then get to work.
Then at the end of three months, start the process again.
That's it. See how you get on and drop me a line to let me how if you've had any successes.
Until next time