We may be biased, but it seems like over the past decade marketing has grown in importance, largely surpassing the role of sales because customers are self-educating and making many purchasing decisions long before they ever talk to a salesperson. This is largely due to the advancements in digital marketing and increasing access to business information for customers before they even identify as such. That’s why now, more than ever, it’s important to spend time and resources on marketing.
But what should you be concentrating on as a marketer? What areas will give you the most return on investment or conversions? For 2017, these are the areas you need to commit to:
infographic source: Mdgadvertising.
We’re into the second quarter of the year and it’s time to firm up those resolutions. If you didn’t have any in place, take a look at these. Or if you did, it’s time to check that you’re making progress.
Make 2017 the Year of…
PersonalizationNo one wants to be a number and if you make customers and potential customers feel like just another person giving you money, your sales will suffer. Instead, you need to create content and messaging that speaks to your audience. This means using data and marketing personas to understand the demographic(s) of your audience, their pain points, their desires, and where they turn for information. Once you know these things, it’s easier to find your ideal customer and speak to them in an effective way.
Investing in Digital MarketingThis method of marketing isn’t going away. Digital marketing is marketing that uses digital technology such as the Internet and social media, mobile marketing, email marketing, and others. Digital is where your audience is and where you need to concentrate a vast amount of your time. These platforms help you reach your ideal customer even when your office is closed. They provide access to you/your business around-the-clock. Digital marketing is key to successful conversions in the sales funnel. It’s time you build a digital marketing dream team. If you can’t afford to hire one in-house, you may want to consider a marketing agency.
Marketing AutomationNo busy marketing department has time to send individual emails to customers and potential customers. And in today’s world, there’s no reason to even if you do have the time. Marketing drip campaigns as part of marketing automation can effectively warm potential customers until they are ready to buy and they can keep customers in the loop until they are ready to buy again or upgrade. To effectively market this way you need to build your email list. It’s not as hard as you think. Check out these easy list building tips.
Saying it StraightMarketing speak is out. Writing the way we speak is celebrated. It’s time to make your marketing communications more real and transparent. If you’re not the ideal solution for a customer, don’t be afraid to say it. That type of honesty breeds loyalty and helps with word of mouth, one of the most powerful marketing types out there.
Cut the ties with trying to market to everyone. Figure out who you serve best and market to them exclusively.
Stand for SomethingIf your business is giving back or your employee culture is important to you, show it. There’s no room for vanilla in today’s digital marketing.
Use the tools at your disposal to create strong, personalized messaging. Speak in the language your audience uses. Reach them where they prefer to hang out. It’s 2017. Your marketing must be attuned to your ideal customer. If you resolve to do nothing else this year, resolve to improve your relationship with your customer through these ideas.