As business owner/manager, you don’t need to start from scratch when designing and deciding on an effective marketing strategy. Proven general steps and practices are available out there to be emulated—then customised—to suit your business needs and marketing goals. Consider these five marketing strategies to strengthen your competitive advantage:
- Go Mobile—mobile reigns supreme
- Establish social media presence
- Invest in good content
- Don’t forego print media advertising
- Grow your market base, strengthen your market reach
Go Mobile—mobile reigns supreme
If your business isn’t on mobile, you’re clearly missing out. You’re missing out not only on a lot of marketing opportunities and benefits but even on general business development opportunities. The world has undeniably gone mobile and those who don’t level up will eventually be left behind. Right now, the question you must ask yourself isn’t whether you should or should not go mobile—because you must. There’s no debate here. What you need to focus on are your mobile marketing strategies, and how you’re going to further your business interests through each one.
Adopt your website, social media accounts, and all your other business presence online by making sure each one of them is mobile-ready and mobile user-friendly. To do all these, you need sound website and digital assets optimisation for mobile users. Look into responsive design and speedy loading, but more importantly, invest on efficient user experience optimisation involving site search, commerce, calls, forms entry, and general mobile usability effectiveness.
An effective mobile marketing strategy involves all your digital channels and drives prospects back to your main website. This will, consequently, enhance and boost your traffic from most, if not all, search engines in the process.
Establish social media presence
When you’ve gone mobile, it’s almost automatic that by now, you’ve also established your social media presence. If you haven’t yet, then you must—now. Social media has been one of the most powerful tools in advertising and marketing in recent years, both for organic and paid reach.
Remember, however, that your brand or business’s social media presence won’t be of any real value if it isn’t the right social media presence. Being on Facebook, Twitter, Instagram, Tumblr, LinkedIn, and the other social media platforms still amounts to nothing if you’re not effectively utilising the potentials of said platforms for your business’ benefits.
For an effective social media presence, find out which social media channel has the highest concentration of your current and target customers. Tools and softwares are available to help you track your audience’s general activity and where they’re most concentrated. Data from these tools will help you decide where to focus on. A thorough understanding of your business marketing needs and objectives will also help inform your selection of the social media network(s) and strategies to focus on.
Current customers and your target market also get interested when you share with them things you’re passionate about. This is you sharing with them why you’re excited, every day, to work for your brand/business. Passion inspires. When your customers see you’re passionate, they will, in turn, take more interest in your brand and in what you do.
Invest in good content
After identifying and deciding what social media channels to focus on, the next thing you need to do is create and release effective content. What makes your content effective? When it is simple, easily relatable, engaging, and when it inspires action—which means your customers purchasing/availing your products/services.
Good content means sharp, crisp visuals—photos or videos—and minimal but clear and easy-to-understand text. Good content also directs your customers to your main website. No matter where they’re concentrated, whether on Facebook, Instagram, Twitter, or in any of the other social media giants, all of your traffic should ultimately lead back to your website—where your customers purchase/avail your products/services.
Don’t forego print media advertising
Conventional, yes, but advertising in print media such as newspapers and magazines still works. Newspapers and magazines still enjoy large readership, and they still reach a multitude of audiences from different demographics—educational, social, etc. Remember: not everyone is online, but everyone is a potential customer. With print media, you aim your ads towards attracting the attention of people who are offline or those who are not online most of the time. Retail customers still make purchasing decisions based on information they get from ads on magazines, newspapers, and other similar print media.
Also, the rate of placing your ads in print media has decreased over the years. You and your business now have more options where to place your ads and for how long. Combining great print media ads with online marketing strategies makes your overall marketing strategy stronger and farther-reaching.
Grow your market base, strengthen your market reach
Employ social media, especially Facebook, and keep and grow your market base. Facebook groups help you do this. Create and manage a group for all your fans/followers, and link this group to your account(s)/page(s). Facebook allows you to do this so that your groups show right away when your current followers, and potential ones, visit your page(s).
You will then proceed by engaging your fans/followers not only with shared posts and contents, but by offering them various exclusive deals, treats, and surprises. You may also use your social media accounts/pages to create and update a leads list. This means turning your social media networks into lead generators, where names, emails, and contact addresses of current and potential customers are stored, to be used for future advertising and marketing strategies. One thing to always remember in growing your market base: when your customers are happy and satisfied, they will invite more of their friends and contacts to like/follow your social media page(s) and visit your website, strengthening your market reach even further.