Even with a lean budget, it is possible to take advantage of marketing initiatives that get results. From traditional advertising to social media, there are literally hundreds of strategies available. Whether you are looking to expand your toolkit or simply want to sharpen the tools you are already using, consider these common characteristics of successful marketing:
Commitment: Few actions are more wasteful than conducting periodic, disconnected, expensive marketing without repetition or effective follow-up. Experts believe that it often takes seeing a marketing message six to nine times before an offer is truly noticed. Along the way, potential buyers must grapple with who you are, decide whether to trust you, understand what you're offering, and gain confidence in the value you’ll deliver. Commit to your marketing plan and results will follow.
Consistency: The most well-known brands in the world are reinforced over time. This conveys the value of maintaining consistent brand identity elements and marketing messages. You may use different avenues, but your core message should remain unchanged. Consistency breeds familiarity, which breeds confidence, which ultimately leads to sales.
Credibility: Building credibility not only boosts your sales, it fosters customer loyalty. From your website to how you answer the phone, there are numerous ways to show customers that you are dependable and committed to quality. Ask for positive testimonials that you can use in marketing materials. Leverage inexpensive writing opportunities like press releases or blog posts. If you are featured by a newspaper or well-known publication, proudly display the piece in your office or share it online.
Confidence: Confidence goes hand-in-hand with consistency. When you are producing consistent marketing messages, your stakeholders will gain confidence in your direction. What’s more, you and your team will learn to clearly articulate your unique selling features in a compelling way. Decide to do things with excellence and stay the course; confidence will surely follow.
Convenience: Making it easy for your target audience to find you is fundamental. Consider doing market research to learn where your customers spend time or survey them to understand their preferences. Your goal is to eliminate marketing strategies that inconvenience your customers and focus on the ones that meet them where they are. Many companies are discovering that online marketing strategies are the most convenient and effective way to build connections with their customers.
Consent: When your audience opts-in to learn more, you have incredible opportunities to bring your message home. Permission marketing reduces costs, builds intimacy, and puts the focus on quality leads. Leverage your website, broadcast email, video streaming, and social media to develop ongoing, consensual relationships with your customers.
Creativity: Even in today’s busy world, people are willing to step off the treadmill for an interactive experience — especially when it’s free! Instead of giving away 1,000 keychains at your next event, host a fun contest with one nicer prize. Contests and giveaways are memorable ways to get attention. Get creative and watch how people respond!
Marketing Your Business with Excellence
There is no cookie-cutter marketing plan; every company’s methods will be different. However, by focusing on these best practices, you will likely be successful regardless of the initiatives you choose to pursue.
From an article by the C12 Group.