6 Steps to Create a Winning Marketing Strategy
Being and entrepreneur is full of challenges. It´s the most exciting race that a person or team can start.
Along with a strong business plan, you´ll need to manage multiple tools and disciplines to achieve your goals. Hopefully your business plan included several aspects such as what products or services to offer, manufacturing process or services delivery systems, finances, IT infrastructure, employees or freelancers (skills, talents and how many), store front location (if needed) , and marketing strategies among others.
Planning is crucial to prepare a winning marketing strategy because you want people to know who you are, and then get them to buy your products services. Fortunately, technology and online strategies allow you to compete with massive companies. However, think about refining your strategies for your small business.
A Small Business (or a very Young startup) executes targeted actions to reach the right people. Strategies should look for converting marketing actions into quality leads, then into buying customer, with a high Return Of Investment (ROI).
Here are 6 recommendations to consider when you create a winning marketing strategy:
Build and maintain a good database
You should not aim to reach everybody. You can save money by boing straight to the people who specifically need the products or services you offer. Building a solid database along with the right marketing strategy will allow you to increase the probability of you reaching the buying consumer. Spending time on your lead database is extremely important to your ROI. Salesbox and Hubspot offer great free CRM (Customer Relationship Management) solutions to get you started.
Have a well designed mobile website with proven usability and good Search Engine Optimization (SEO)
If it’s not online, it didn’t happen. You have to build a marketing plan that includes a strong website with a solid content marketing strategy. The website has to be easy to find. That´s the importance of having a good SEO. Work to offer valuable content for your visitors.
If it’s not online, it didn’t happen.
Your customers should have seamless contact information through your site. Consider chat capability and other forms of communications that your customers can use to reach you.
Include analytics in the website design. You should have tools like those provided by Kissmetrics that allow you to see every variable of your website to then determine your customers’ behavior. You can then use that information to take further actions that to improve customer interaction with your customers, which is also crucial to increase conversion rates.
Advertise in the right places
Have a presence in key places where your target audience spends most of their time. Take advantage of paying ads in those websites your customers visit the most. Google Display Network is a great tool for this. Sponsor events or activities attended by your target audience. Provide and invite all the contacts in your database or CRM you previously built. Keep a mindset that you will build a solid brand!
Facilitate a face to face contact
Every opportunity you have to let anyone in your target audience to interact with you face to face is gold! Networking is a must. Meetup is a great app for networking events happening in your area. We all know Facebook as well.
Give presentations or become a speaker in a seminar. Have a presence with stands in specialized events. Share tips on Periscope or YouTube. Whenever is possible, visit high potential costumers, not to sell, but to see how else you can help in what they are doing. That way, they see that you value them as a person and not just for their money.
Invest in customer service training for you and/or your staff
This one is more time consuming than the others tactics. But it is the one with lasting results and will help your company build a long-term relationship with greater business opportunities.
Why am I proposing training as part of a marketing strategy? Doesn´t this belong to the human resources or sales department? Yes, but it’s also an important part of the marketing strategy because people buy people more than just buying a product or service. Customer service is key to keeping a happy customer and obtaining future referrals. Keep in mind that retaining a customer requires as much effort as converting a customer. In the long run, it will be more profitable for your business
Build a solid customer reference portfolio
This is particularly important for those companies that offer services. Again, people buy people. There is no stronger or better way to convince a potential customer to purchase what you have to offer than letting them know the good experiences that other customers already had with your company.
Think about what it takes to prepare a winning marketing strategy and make it a top priority for your Small Business. Once you nail the way you market in the most effective way, your business will take off and you will see your ROI improve quickly. Let us know if we can help you along the way. See you soon!
Author: Melbeg Exposito
Melbeg Exposito is one of Br8kthroo’s collaborator for copy write material and the Marketing Director for Organización Repro. Formerly she was the Channel Campaign Manager for Oracle Venezuela and the Integrated Marketing Communications Manager for IBM Venezuela. She is the recipient of the Publicity National Asociation (Anda in spanish) award. Melbeg has a Social Communications Bachelor’s Degree from Universidad Católica Andres Bello and a Master’s Degree in Marketing from Universidad Simón Bolivar.