Do your marketing efforts make a personal and immediate connection with your audience? Do you use a proactive approach for telling them how your business can specifically help their needs? If you feel like you should improve your campaigns but are not sure how to, take a look at these four tips to help you get started!
Speak to Your Audience.
It’s human nature to pay closer attention to something when it is more relevant to you, so why not apply this methodology to your marketing efforts? With variable data printing, you can instantly give that personal touch to your marketing pieces but having the recipient’s name, address, and a variety of additional information included in your messaging. Think bigger and incorporate Augmented Reality, QR codes or NFC in as well. This will help you stand out from the many marketing messages they may receive each day.
Address Specific Needs.
The next time you create your next marketing campaign, avoid the generic “About Us” path, and focus more on the recipient. Ask yourself, “What are their needs, what would appeal to them, what would they request information on if they were to call my business?” For instance, if you created athletic uniforms for schools, a great summer campaign would be a back-to-school-themed campaign featuring fall sports. Take advantage of the information you already have about your audience and blow them away with your proactive approach to how you can help them.
Key Resource You Need Today: Guide to Selling Marketing Services
What happens when you receive a promotion and the majority of the promoted products and services do not apply to you? You discard it and usually ignore future promotions that are similar to that one. You must remember that your customers may use your products and services differently than other audiences. Create audience-specific campaigns by promoting the top three services that each of your audiences would utilize the most. You want your audience to see what they need right away and be able to take advantage of the promotion that is being showcased in the marketing piece. Avoid making them look for what they need, be the expert by presenting the best tools for them from the start.
Optimize Delivery Time.
Each industry operates differently throughout the year. For example, retail stores may be extremely busy during the fall yet incredibly slow during the winter. Universities may focus its marketing efforts to potential students in the spring, but then focuses on alumni funding in the fall. If you develop campaigns around these audience-specific cycles and trends, you may be the perfect solution to your audiences’ needs during the time they need you most.
By using these tactics, your marketing efforts will grab your audiences’ attention because of its targeted messaging and strategic delivery time. Be sure to always stay engaged with your customers’ timely needs so you will always remain relevant to them.
For assistance with your next marketing campaign, let’s connect! Me and my team would love to consult with you and help you deliver an effective message to your audience. Learn more here. From on-site consultations to complete marketing plans, we’re ready to help your business succeed!
“Tactics, Tactics, Tactics…. Everywhere I look, all I see is tactics!”
Perhaps you have also felt that same way recently. We hear about tactics across nearly every marketing channel out there. QR Codes. Personalized URLs. Augmented Reality. SMS/Text-Messaging. Mobile Email. Social Media Advertising.
Those are just a few of the terms that we hear and talk about quite frequently in the marketing world. I know that I can often get quite excited about them!
But, while there is nothing wrong with diving in and understanding specific tactics, we run the danger of thinking of those things as bright and shiny objects that can solve all of our problems!
Instead of falling into that trap, we must be willing to increase the amount of effort and focus that we put on having a strategy.
Long-Term Solutions Come From Having a Strategy
If our business primarily consists of providing marketing services to our customers, we certainly need to pay close attention to new tools and technologies that could improve our offerings.
However, we must ensure that the things we do add (for example, a QR Code or PURL on a postcard) are not treated simply as add-ons. Rather, we should focus on integrating them into the overall marketing strategy that supports our customer’s goals.
Often, the development of a strategy will consist of us asking critical questions. The answers to those questions will not only help us decide which tools and technologies should be used, but also, how should we best use them.
Yes, I realize that some clients may come to you with a fully thought-out marketing strategy. But in today’s world, many CMO’s are running around at a frantic pace; thus, they could benefit by having a service provider offer some consultation and suggestions. If you do find yourself in that position, here are 4 steps that could help you develop and/or analyze a marketing strategy for your clients:
- Describe the Business: This sounds simple, but it’s crucial. It may help you to define key characteristics that affect branding and messaging.
- Define the Goal: The goal will help us to avoid using a new tool or tactic simply because it’s new. Rather, it will help us to ensure that the reasons we decide to do (or not do) something are done for a reason.
- Understand Who the Audience is And Where They Are: Think about QR Codes for a second. If your client is going to be placing print advertisements inside of a subway station where there is no cell service, do QR Codes really make sense? Or, if you are going to send information that is highly sensitive or private in nature, will a personalized URL actually cause people to not respond?
- How Will You Measure Success?: As a service provider, we may be constantly looking for ways to demonstrate and prove our value. However, in the rush to incorporate a new tactic, we may overlook what steps are necessary to help us measure the effectiveness of a specific tactic. By answering this question ahead of time, we will increase our chances of being able to present valuable data to our customers during the marketing campaign.
These are just a few of the questions that can help us to develop and deliver solutions that increase our revenue now and in the future. I hope that you find them find helpful! Yes, there will be always be new tactics that catch our attention, create some buzz, and get us excited (me included!). But no matter what the tactics are, having the right strategy will help to put us on the right path.