Conduct Market Research
No marketing strategy is complete without conducting market research prior. Market research provides a clear indication of where your business currently stands amongst its competitors. It also provides insights into trends, opportunities and potential threats. The more well-informed you are about your operating environment, the more likely your marketing plan is to succeed.
One of the ways to conduct market research, particularly about your customer, is through an online survey. To have the most effective survey, ensure you:
Define an objective for your research
Segment your audience to determine who receives which survey
Use tested tools to analyze & collect data
Otherwise, the internet is home to various secondary resources to provide you with a plethora of information about the current climate of your relevant industry.
Build a Strong and Genuine Relationship with your Customers
There is nothing that will aid your business more than building a genuine relationship with your customers. Building a connection with your customers ensures that they come to your business not just for the product/service you offer, but for the personal bond you’ve created. Aside from the fact that it’ll boost customer loyalty, it also means that customers are less likely to look for flaws in your business, as well as defend you in moments of strife.
Here are some ways you can strengthen your relationship with your customers:
Storytelling can drive conversion rate by 400%. Be authentic, consistent and allow your target audience to become a part of the story
Stand for a social cause that relates to your business
Conduct webinars, lives and podcasts to interact with your consumers
Have a key figure (like the founder) be the personal embodiment of the business
Use Key Performance Indicators to Stay on Track
If you don’t measure it, you can’t improve it. Key Performance Indicators (KPI) are necessary to ensure that your marketing strategy is actually achieving what was designed to. Setting new KPIs may reveal new strengths and weaknesses you never identified before.
KPIs you should consider measuring as a part of your marketing strategy:
Marketing effect on sales growth
Marketing qualified leads and sales qualified leads
The lifetime value of a customer
Cost of customer acquisition
Sales team response time
Website traffic to website lead ratio
Social media reach and engagement
Email marketing performance
Landing page conversion
Improve your Social Media Marketing
Social media is an invaluable touchpoint for your business. Customers use companies’ social media pages to stay informed, be alerted of new products and services, and for entertainment purposes, amongst many other reasons. By regularly updating your socials, your customers remain interested in your brand, while also keeping the brand top-of-mind. It helps to strengthen the branding of your company while also providing an avenue for direct interaction.
If you cannot update all of your social media, focus on your most relevant channel and then address your other channels as a part of a future marketing strategy.
Here are some ways you can improve your social media marketing:
Have a strategic and integrated social media calendar in place
Engage with those you post on your social media pages
Include video content
See what content/type your consumers like best
Present a call-to-action on posts
Consider a Facebook/LinkedIn group
Improve your Email Marketing
There are a number of benefits to email marketing, including greater revenue, more sales and increased customer retention. Welcome emails are extraordinarily effective; 320% more revenue is attributed to them on a per email basis than other promotional emails. Customers who purchase products through email spend 138% more than those that don’t receive email offers.
Here are some recommendations to action as a part of a new email marketing strategy;
Create a long-term content strategy
Create multiple opt-in offers on your site
Generate email list popup form
Add a banner with a subscription invitation to the top of your site
Renovate your Landing Pages
A landing page is a webpage designed for a specific purpose. Usually, landing pages become the destination sites for ads, but they can also be found through organic search. A good landing page will present a particular call to action for a lead.
Here are some tips to improve your conversion rates on your landing pages:
Offer something that solves a problem (and keep it specific to that point)
Keep it as simple as possible (and get to the point early on)
Have an opt-in at several points on the page
Provide some social proof: reviews greatly impact purchasing decisions
Utilize video: videos have a positive impact on purchase decisions
Write a great headline
Split test every aspect of your landing page by testing one variable at a time
Work on your Search Engine Optimisation
Knowing that 70-80% of customers ignore ads stresses the need for a focus on search engine optimization (SEO). SEO is the process of organically increasing the quality and quantity of website traffic through search engine results. By knowing what your customers are seeking, what problems they’re needing to be solved, and the type of content they’re wishing to consume, you can craft your website to target exactly what they need.
Here are some ways to improve your SEO.
