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It’s all good and well having a marketing strategy, but what will really make the difference is, well, how good it is.
If you’re going to get the best results from your efforts, then your campaigns need to be watertight, and that means always improving.
The world of marketing doesn’t stand too still for too long; if you’re using the same tactics, formulas, and systems as you’ve always used, then it won’t be long before your marketing becomes a little tired and dated. Of course, it’s one thing to say you want to improve your marketing campaigns, and another to do it. So what should you do? We take a look at some tried and tested methods below.
12 Steps to a Better Marketing Campaign Strategy
You can’t market your business like we’re living five years in the past.
Time moves on, as does the way that people receive information and messages. As such, one of the first ways to improve your marketing is to check that the way you’re currently working is still relevant, or if there are better options out there.
For example, did you know that video marketing has significantly grown in popularity over the past couple of years? Indeed, in the coming years, it’s set to develop even further — somewhere in the region of 80% of internet traffic will soon be related to video. That’s a clear sign that video marketing is the right way to go.
Big Picture Marketing
It’s a good idea to look at how the big players operate, and then try and mimic their style. Take a look at the marketing strategies of, say, Apple, Nike, McDonald’s, and the like.
What you’ll see if that they very rarely actually promote a product or service. It’s rare that you see a Nike ad that talks through the technical qualities of their shoe. Instead, they market something bigger than a shoe; they take the idea of fitness (in Nike’s case), creativity (in Apple’s), and community (in the case of McDonald’s).
Those are the things they stand for (or at least want to be known to stand for). Now, you can never dream of being as well-known as those companies, but it’s still work looking at the broader message of your company and including it in your marketing campaign. For example, if you’re an online clothing store, you might be about much more than just clothes — it could be self-improvement, boosting confidence, or just having out and out fun. For your next marketing campaign, think one step above what you actually provide, and think big picture.
Cleanse and Restart
When was the last time you injected new life and energy into your marketing? Sometimes, people fall into a system that mostly works, and stick with it. But there is power in throwing out the old, and starting again.
With your marketing, this could apply to your branding. Times and styles change, and if it has been too long since you last gave your company an updated look, perhaps it’s time.
Some businesses shy away from this because they believe that they’re throwing away all of the rapport they’ve built with their existing customer base, but this fear is usually overblown. Updating your branding is more about bringing your business into the modern world, which arrives with more frequency that is used to.
You have more tools at your disposal than you might realize. There are ways to establish which of your marketing campaigns are working, and which aren’t. All the data is there, it’s just a matter of unlocking that data, and making informed decisions.
To get help decoding the impact of your marketing campaigns, take a look at https://www.copper.com/features/lead-management — it’ll help you to effortlessly see the impact of your marketing activities.
You’ll be able to determine which of your tactics are effective and should be promoted more, and which ones should be dropped entirely. In a world rich with data, it’s nearly always possible to be guided towards the best, most productive path, since all the answers are already there.
One of the reasons why some companies have marketing campaigns that are less effective than they could be is that they believe it’s easy when actually, it’s not.
There probably was never a time when marketing was straightforward, but if there ever was, that moment has passed. As such, to get the most from your marketing efforts, it’s advisable that you read up on the best practices.
There aren’t too many things you would attempt to do without first doing some homework; don’t make marketing one of them. There are enough marketing books, blogs, and podcasts to get the basics down. Once you begin your education, you might just find that you’ve been making fundamental mistakes all this time.
Attending Trade Shows
There’s a lot of value in attending trade events related to your industry, one of them being that you get to immerse yourself in what’s hot in your sector.
You might be a small fish in your industry, but at trade shows, everyone’s invited. So you’ll have the opportunity to see the future of your business, directly and indirectly, which will, in turn, influence your future marketing strategies.
It’s also a good idea to keep an eye on what others are doing elsewhere, too. As in, you should just keep an eye on what type of marketing strategies your competitors are doing. You won’t want to copy them, of course, but it’ll put your efforts into a broader context, and tell you if you need to step up or if you’re doing fine as you are.
After Purchase Marketing
Many companies think that they should be aiming at all their marketing campaigns at new customers, but this isn’t really correct, on two levels.
First, keep in mind that it’s much cheaper and easier to market to people who have already used your business before (or at least expressed an interest in using your business).
Trying to win new customers is like putting your fish hook and bait in a random point in the ocean; marketing to existing customers is like fishing in an area where you know fish who love the taste of your bait love to hand out.
That’s not to say that you should ignore new customers altogether — at some point, you’ll need to bring new people on board, and there is enough data available to ensure you market the right people but don’t forget the people who already know and love your company.
You might think of marketing as something you have to do on your own, but this isn’t true. In fact, if there’s one criticism that can be pointed at businesses of all sizes, it’s that many of them tend to think in isolationist terms. They think that they’re in competition with the whole world, when, in reality, there’s so much potential when it comes to collaboration. Take a look at launching joint marketing campaigns with other companies who are thematically related to yours. They can be fun and more engaging than solo campaigns.
Work with Outsiders
You’re running a business; you’re not a marketing expert. While there are plenty of things you can learn and undertake yourself, from time to time you might find that you’re out of your depth, especially when you’re trying to undertake a new kind of project.
When that happens, look at outsourcing some of the work to a third-party company, if you have money in the budget for such things. If you want to have a more hands-on role, then you can hire a consultant to guide you through the things that you need to know.
If there’s one marketing-related criticism that can be pointed at small businesses, it’s that they often play things far too safe. It’s understandable, to a point, because there’s only so much money in the marketing kitty, and you want to give yourself the best chance of success.
However, there should also be some room for experimentation. Look at dedicating a little bit of time and money to doing things a little crazier than you’d usually do it. Nothing might come of it in the end, but you’ll A. be stretching your marketing creativity and B. increasing your chances of having an out of the park marketing success.
Working on Customer Feedback
All the answers in the world are out there for a successful marketing campaign, but the problem is that you don’t possess them. But you could — well, not all of them, but some — simply by, well, asking. The opinions of your customers will tell you everything you need to know for a successful marketing campaign, including the types of products/services and type of language they respond to. Ask, and you may receive.
Your Core Values
Finally, if you’re feeling a little lost with your marketing, go back to basics, and think about your core values. We can get a little sidetracked, and overcomplicate what we’re trying to do — this is a way to bring it back.
Readers, please share so marketers discover these tips and improve their marketing campaign strategy.
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