When it comes to marketing, everyone thinks they know what works. The reality, though, is that most of these armchair solutions don’t work at all. It’s not because these people are bad marketers, per say. Instead, the real reason why blanket solutions don’t work is that marketing is much less about the actual advertising than most people realize. To be a successful marketer, you’ll have to first adjust your focus to the less glamorous aspects of marketing. It’s only when you understand the story behind the scenes that you can hope to market successfully.
1. Understand Your Audience. While there are many different marketing approaches that can be effective, there’s one absolute that applies to every aspect of marketing – if you don’t understand your audience, you can’t possibly expect to successfully market to your customer base. Talk to your customers and begin to understand why they choose you over the competition. Conduct regular surveys to make sure you have a grasp on demographics and trends within your audience. Most importantly, incorporate this information into your marketing strategy. Don’t just do what you think is best – instead, listen to your customers and give them what they want.
2. Educate Your Audience. A smart customer is the best customer because he or she knows exactly why they’re buying from your business. Use blogs, infographics and videos to educate your audience about your industry. This isn’t a time to gloat about how great your products are. Instead, create content that centers around the pain points of your customers. This not only shows your audience that you understand their concerns and their needs, but it’ll help to reinforce why your brand is the best. By doing this, you’ll prove to people why they need your product, turning occasional customers into lifelong advocates.
3. Select the Right Medium. It’s great to understand your audience and provide them with educational content, but it’s only effective if people can actually find your materials. Finding the right advertising avenue is just as important as creating effective ads. This is where knowing your audience comes in handy. By understanding your customer base, you’ll know where place your marketing materials to both maximize your exposure and ensure that your content is seen by your existing customers.
Best of all, the metrics made available by digital marketing allow you to track your marketing success across all mediums. As a result, you’ll be able to zero in on what’s really working for your audience and minimizing the outlets that aren’t as effective. For instance, you can drop the social media platforms that don’t resonate with your audience and focus your energies on those that move the needle.
Marketing is the lifeblood of any business. If you can master the marketing game, the sky’s the limit. To learn more about how you can take your marketing to the next level, contact American Speedy today.
Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.