Whether you are a one-man-band or a huge corporate company, your business must have a marketing strategy to succeed.
A good strategy helps you have a solid starting point for promoting your product or service. Marketing isn’t as straightforward as simply spreading the word, there are points to tackle beforehand to help ensure you make the most of your promotional efforts.
Working with so many brilliant brands, we’ve identified some key steps in successful marketing strategies but we also pride ourselves on really getting to know a brand to create the best strategy for them. If you would like a more personal approach for your business, get in touch with us today to discuss exactly what you need.
You may have a clear vision in mind with one product or service but if you focus on providing a whole brand you’ll have a much more stand out message to promote.
Establishing a brand will also help you develop a mission - the why behind your business. Most importantly, determining a bigger picture of your business will give you a much better focus when tapping into your target audience, which leads us to…
Identifying your target audience is the crux of everything you do with your marketing strategy. It enables you to not only talk to your customers but to really engage.
It’s more than just identifying who your audience is, you need to really know them in order to make the most of your interactions.
What are their needs and desires? Their characteristics and lifestyle? What are their worries and concerns? If you can delve deep into what your target audience wants, you can address them better than your competition can.
Think about how your product or service is positioned specifically to your target market and use that to sell.
If you can really get into the details of your competition you can identify what makes you unique. Then, once you have your stand-out feature, you can clearly communicate this with your audience - letting them know why they should choose you above your competition.
You don’t need to shame your competition, instead carefully communicate why you are different. Use language like ‘the only UAE company providing…’ and ‘we believe in quality which is why we offer…’ More often than not, people don’t appreciate a hard sell or trying to outdo your competitors. Instead, focus on transparency, honesty and why your stand-out features are important to your brand’s mission.
Before you actually do the promotion you need to think of the best ways to reach your target audience. Do they use one social media platform over another? Are they more inclined to read print advertisements? Are they regular visitors to certain websites? Find out exactly where your audience is getting their information and focus on reaching them there, where they are comfortable.
Your audience will often be more inclined to purchase from you if they have first developed an awareness of you - ask yourself how it is best to do this before you start implementing promotion tactics.
As you start to implement different promotional strategies, make sure you know exactly how you are going to monitor and evaluate these techniques in order to know whether they are working.
Have a team in place who can evaluate statistics month-by-month (but know that some strategies will need more than just one month to see tangible results). Be prepared to be reactive and make changes, eliminating anything that is not cost-productive.
Your audience are more likely to buy from you if they trust you - which can be difficult if you are a new company or have a new product that has never been tried before.
If there are accreditations and certifications in your field, it’s often worth investing in these to show you are a reputable company, and one your customers can trust. It’s all about people not having to take just your word for it.
This can also come in the form of reviews and testimonials. If you can, get your product or service out to people, perhaps in the form of a sample, and then ask these people for a review or testimonial to use in your promotional materials. This would work best if it is someone who fits your target audience, as people are more likely to trust their peers.
Though these steps take you through your solid foundation, it’s also important to have something in place to ensure your marketing is consistent and you are able to maintain your brand.
Go back to point 4 and think about your initial promotional techniques and consider how you will make use of these consistently. The more people hear about your brand and product, the more exposure you will get and the potential to convert to customers.
At Be More Than, we recognise that every business is different and has its own personality. Therefore, we think for a truly great marketing strategy, you need one tailored specifically for you.
If you would like to learn more about a personalised marketing strategy, talk to our marketing experts today.
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