Looking to energize your base or drum up new leads?
A new year is a great time to refresh your marketing matrix. Whether you’ve been in business for two months or for 20 years, creating awareness and interest is always a current challenge. Here are four areas to tweak as you build a competitive edge this year.
1. Know Your Audience.
Who are your ideal customers? What are their challenges or the goals you can help them achieve?
Revisit your buyer persona regularly and make sure you’re still clear on who you want to reach. These profiles can be used to segment your list and to personalize your latest pitch.
Knowing your audience also means examining whether you’re hitting your target. Are you sharing information that your prospects are actually hearing? Re-examine your media strategy and conduct regular database purging.
If you’ve been neglecting your database, your communication will be skewed as well. Successful marketing relies on data-driven decisions, so ensure your contacts are current.
2. Employ User-Centric Content.
In an increasingly individualized market, blanket sales pitches have lost momentum.
If you want to gain trust from your network, make it your goal to reach people in a more personal way.
Position yourself as a giver, a helper, or an equipper in your print marketing. Use content that is insightful, entertaining, and easy for your prospects to apply.
3. Move From Keyboard to Camera.
Hubspot recently found 72% of people prefer video when they want to learn about a product or service.
With the dominance of YouTube and social media, the explosion of visual content is bound to continue. Our brain processes images 60 times faster than words, and humans are naturally drawn to narratives and stories.
Why not share more of your story through video?
Whether it’s quick bursts (think Snapchat, Instagram Stories, or Facebook Live) or a professionally edited piece for your website, video content will keep you connecting in ways that are real and relevant to this generation.
As you grow, look to connect your online and offline presence. One example: ask a leading question on your direct mailer and have them scan a QR code or use a personalized landing page (PURL).
4. Lighten Your Load Through Marketing Automation.
No matter how hard you try, you can’t do it all.
A great deal of effort can be saved through automation software, which expands your reach and boosts your efficiency.
Marketing automation allows you to identify warm leads and nurture prospects with highly personalized content that meets users at every stage of their customer journey. This can lighten your administrative load, provide an excellent return on your investment, and generate significant new revenue.
Automation software is especially effective in transforming traffic to leads and prospects to customers. Automated content is tailored to consumers based on how they interact with your company, growing their trust in you and making them much more likely to buy.
A recent Salesforce study found that 67% of marketing leaders use marketing automation of some kind, and this number is expected to grow significantly in years to come.
Keep in Shape
Your customers will change and evolve, and so will your business.
As people change, your job is to understand how your customers want to buy and to make it easy for them to do it!
Keep your marketing in high gear as you find new ways to streamline data, boost engagement, and improve the customer experience of each person you serve.
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