Some marketing efforts are like that. Instead of taking careful aim with a well-planned marketing effort, we just throw feathers in the air and hope they land profitably. It was one of my clients who said that last week when we were talking about marketing. He gave me permission to tell you about it. As fun as it sounds, throwing feathers is really not effective.
Marketing is a strategic activity. I know that sounds serious, but if you are trying to make a living from your business it is critical. It can be complicated, but it doesn’t have to be. Doing a few key things can produce a big impact on customer engagement and ultimately increase sales. There are four things you need to know to get your marketing right.
You need to know your marketing goal. Of course we all want more sales, but it takes incremental, small goals to get them. If you don’t know what you are aiming at, it will be hard to hit. For an email campaign, your marketing goal could be to get your recipients to click on a link to your website or to print a coupon and bring it to the store. If you have Facebook followers, you may want your ad to bring people to your website where they sign up for your newsletter. If you are using newspaper ads, you may want people to bring in a promotion code for a discount on ‘Wednesday Only’. You get the idea. Every marketing message has a specific, measurable goal or you really are just throwing feathers.
The second thing you need to know is who is your ideal customer. Marketing begins as a single message targeted to a specific person, but your real objective is to build a long term relationship. If you figure out what kind of person wants, needs and loves your products, then you can create a customer profile which helps you talk directly to them with your advertising content. Talking to people who just turned twenty is a different thing than talking to a sixty-five year old consumer. Their wants are different. Their language is different. The places they search for information are different, too. Which brings me to the next thing you need to know.
Your Media Channels
Once you identify your ideal customer, you need to find out where they look for product information. We already know that a lot of people go to the internet to find local businesses, to find reviews and to read about products. In 2014, Adweek reported that 81% of consumers look online first, but there are still people who read the newspaper from cover to cover.
You want to be found wherever your ideal customer is looking for information. Will you post on Facebook, Instagram or Twitter? Will you create an advertisement for the news paper? Will you make a postcard for a direct mail campaign? Should you use TV or radio to put your message out there? These are media channel decisions you need to make based on who buys your products or services.
The last thing you must know is what makes you different than all the other folks running a similar business. Brand is the perception people have of your business, charity, organization or even city. You know what you want people to think of your business or organization, but to get them thinking in that direction you will need to tell them. Tell them your brand story. This is the arrow you let fly toward the target–the message you will consistently share with your ideal customers on all your chosen media channels.
For example, if the essence of your business is to save customers’ time by fixing their flat tires in 10 minutes or delivering flowers, then make that a part of the marketing content. If you make them feel special or pampered, then tell them that. Just remember any promises you make do need to be kept because shoppers remember the bad right along with the good. And they tell your brand stories, too.
To learn how to build your strategy we recommend Duct Tape Marketing by John Jantsch. Check him out on YouTube.