Creating Your Marketing Strategy
Now you have a brand identity, positioning, target audience and USP. It's time to come up with a marketing strategy or plan that will grow your business. Your marketing strategy is the way you'll promote your products or services to the public, but not simply by running an ad. You'll select the most cost-effective and efficient ways to reach your target audience with your USP, thereby gaining an advantage over the competition.
Tactics are the elements you will use to execute your strategy. They can include: direct mail, print ads, PR, sales training, promotions, event sponsorships, holding seminars, email marketing, etc. You'll use a combination of tactics to get your message out there and get your prospects to take the action you want – call, email visit a store, download a brochure, etc. This is called Multi-Channel Marketing.
12 Great Tips for Creating Your Strategy and Targeting Prospects
The two most important branding concepts that small to medium size businesses must focus on are awareness and relevant differentiation (USP). Either one alone is ineffective; together they can be a powerhouse. These tips will help you create a strategy to achieve just that.
1. You can have the best product or service in the world, but if no one is aware of you, you will go out of business.
You can build awareness in a variety of ways: advertising, PR, newsletters, signage, direct mail, product samples, etc. But, have you thought about holding workshops, writing an article, sponsoring an event, branding your vehicle (a traveling billboard) or co-marketing with a complementary product? Be on the lookout for great promotional ideas and strategies used by other industries and see if you can adapt them to your advantage. Awareness comes with time and repetition, so the important thing is to keep at it. Make sure your company is being seen and talked about on a regular basis, in various places your target audience is likely to see it.
2. Once people are aware of your product, why should they choose it over all the others?
Awareness is great but it isn't a magic bullet. People choose products that stand out in relevant and compelling ways. Your USP should be based on your knowledge of your prospects, their needs, their wants, anxieties and expectations. Then you fill those needs, alleviate those anxieties and exceed those expectations. The key to a good USP is having a clear message that highlights your unique strengths and explains to prospects why your product is the best choice. You'll find it more effective to tell them how your product or service solves their problem rather than just listing its features. Keep their perspective in mind, not yours. If you have a case study of how your product has solved the problems of others, even better! That can give you the credibility you need to make the sale.
3. How, exactly, do you get your message to the audience?
You'll need to gain some knowledge about your prospects in order to reach them. You need to find out:
• Who the primary decision makers are in your target audience (there may be more than one)
• What motivates him or her (speed, price, ego, etc.)
• Where he or she gets information about your product category
• The type of message they are likely to respond to: product samples, coupons, free evaluations, etc.
Then you'll get the appropriate message to him or her as efficiently as possible through the sources or channels they rely on for information.
One way to determine all these facts is to hold an informal focus group with some of your current customers. This could be done by a phone or mail survey, or even by taking a select group of customers out to lunch, independently or as a group, to discuss these issues. Ask them where they get their information. For example, how did your prospects find out about some of the other products or services that they purchased recently? What websites do they turn to for information? What keywords do they use to search for your type of product? (You'll learn the importance of these keywords later). What trade associations do they belong to? What trade shows do they attend? What publications do they read regularly? You can rent these publications’ mailing lists, advertise on these websites and visit or exhibit at these trade shows. This process of getting to know more about your existing clients will help you decide what methods to use to reach others like them.
4. Perform your own analysis of the competition.
It's always a good idea to keep an eye on the competition. Start by reading local newspapers, trade journals, industry newsletters and visit websites in your category. Visit your competitors' websites and request information. Check who comes up in the top 30 results for Google® searches your potential clients are likely to use. You can learn a lot about your competition through their own advertising and PR. The idea here is not to copy them, but to know what you are up against.
5. Say it loud and say it often: multi-touch.
Once you know who you are selling to and what methods you will use to reach them, you'll need to contact them at regular intervals using several channels (methods). Frequency of contact is important simply because people forget. It takes an average of 7-9 impressions to make an impact. Even when you have piqued their interest, if they don't act they will forget you in a week or two. Also, remember your prospects' lives are constantly changing and their needs change unexpectedly. Just because they didn't need your product or service two months ago doesn't mean they don't need it now.
6. Say it here, say it there: multi-channel.
Be sure to use more than one method of contact or "channel". Your prospects are bound to have different preferences in how they like to receive information: email, print ads, direct mail, etc. These channels allow you to communicate more often. The more often you interact with your prospect and the more relevant the information you provide, the more effective your campaign will be at rising above the clutter.
All of these communications need to make an offer and give a clear Call-to-Action. Then state it again and maybe again. Tell them what you have to say and what you want them to do: call, order, visit a store, etc.
Measure, refine and optimize your marketing channel mix. Spend wisely and calculate your cost per generated lead. Implementing a good campaign will not only help your message reach the client at the correct time, but also extend the reach and improve the effectiveness of your sales force.
7. Anticipate objections.
Ask your salespeople (or yourself) what your prospect's main objection to buying usually is – cost, fear of change, etc. – and address it up-front in your marketing. Then direct them to where they can find more information, request a brochure, visit your website, etc. Many people won't call a sales rep early in the decision making process because they're afraid of getting a hard sell. Give them a painless way to learn more.
8. Sometimes less is more.
No matter which channel you're using, don't overwhelm your prospect with too much information at once. Company history and mission statements can wait. Tell the prospect what problem your product or service will solve for them and use your USP to make you the obvious choice for them to make.
If you have several benefits to extol, try different mailers emphasizing one benefit in each. You can still use the text of the piece to mention the additional benefits, but if you give equal emphasis to everything nothing will stand out. Test to see what benefit gets a response from what target audience. Then you can target more effectively. Always ask the prospect for an action or response. You want them to call, mail or visit your website to sign up for a newsletter or class, download a white paper, get more information or order your product. In any case, you now have a true sales lead to follow up on.
9. Make it easy for an interested prospect to contact you.
Always consistently display your brand's logo, tagline, contact information and website address at all customer touchpoints, from letterhead, business cards and emails to company vehicles, signage, ads, etc. Provide several ways to respond to your offer – call, visit our website, mail a response card, etc.
10. Details matter! Professional design & copywriting enhance your strategy.
After putting all this thought and effort into your brand, strategy and marketing tactics, don't fall into the trap of skimping on the execution. Every marketing piece potential customers come in contact with must look professional and worthy of their time to view it. Poor design, copywriting and printing make you look like a fly-by-night operation they may want to stay clear of. Professional design and copy will add emphasis to your message and get the most mileage out of every marketing dollar you spend.
It takes more than strategy to build a brand. It takes strategy and creativity
together. Many people treat graphic design only as style or decoration. It’s capable of much more; it can overcome communication problems, positioning problems, change perceptions and add differentiation. These are strategic advantages –
a way to stand out from all the other communications that are bombarding your prospects each day. Our brains are hardwired to notice what's different and to pay attention to it.
Quality design and copywriting are the principal agents used in communicating and supporting your brand's attributes. It shouldn't just apply to your logo or a tagline; it must go far beyond that. The layout and usability of your website, the design of your retail space, your brochures, your packaging, your advertising, everything your prospects see or read that comes from you must reinforce your message, instill confidence and inspire prospects to take action.
You will often hear graphic designers say they are problem solvers. Yes, it's true
that they sometimes solve a specific problem for a client, but creating a logo isn't
a problem, designing a new catalog or annual report isn't a problem. They are opportunities to use design to make the pieces more effective. Design is all about opportunities. Good graphic design is about recognizing, and often creating, opportunities for clients to get their message to their target audience clearly, effectively, efficiently and memorably. Good design helps you to separate yourself from the competition and rise above commodity status.
Consistency is key. Be sure to convey a consistent message, tone and visual look in all of your projects. Tying all these disparate materials together with design and
a common voice creates brand harmony. This will help you communicate your
USP clearly.
11. Performing a brand harmony audit–not as painful as it sounds.
There is an easy way to determine how consistent your current marketing materials are: perform an audit. Gather together all the materials your company puts in front of customers on one table. Find all the brochures, ads, direct mail pieces, signage (take photos where necessary), website, packaging, trade show exhibits, etc. Start sorting them by visual style. Is your company’s brand and USP coming through? Does one item relate to the next, or does it look completely different? Start reading the headlines and copy. Does the copy have the same tone or "voice" from piece to piece? You may find that some pieces are working well together, but maybe the signage or website needs to be brought in line. Or, you may find a huge kaleidoscope of design styles and copy tones. In either case, you now know if you are using design and copy to their fullest potential and you can start producing materials that are based on your strategy.
Now that you are in auditing mode, why not take a step further and compare your materials to the competition’s? Collect sales and marketing materials from your rivals. It's always a good idea to get on their direct mail and email lists. Do their materials look and sound alike? Are they all making the same claims? Don't duplicate them, be different and beat their offer or benefit. This is where your USP comes in. Use it in combination with good graphic design and copywriting to stand out from this crowd.
In order to get the most out of your designers and copywriters you need to involve them as early on in the process as possible. They have the experience to craft your message visually and verbally for maximum effect. If design is applied at the end stage of a project as an afterthought it will only serve as decoration that won't add to the effectiveness of the piece. Professional copywriting will give clarity and add interest to your message. Both add value by providing distinctive content and credibility. Consider them a good investment of marketing dollars.
Understanding and managing the creative process will give you a distinct advantage over the competition. Use it to achieve maximum brand-building results with each project. If this task seems too daunting or expensive, redesign the pieces one at a time, as time and budgets allow. But don't miss out on this important aspect in implementing your new marketing strategy.
12. Getting it done.
Sales is a process of communication, not a one-time event. You've got to stay in front of your prospects through repeated contacts – whether that's direct mail, sales calls, ads, PR or, more likely, a combination of these activities. That's the essence of multi-channel, multi-touch marketing. Not just any contact will do. You need meaningful, informative, educational, persuasive contacts that address the issues and concerns of your prospects through your USP.
Smaller or newer businesses on tight budgets can approach these goals in stages as time and money allow. Start with your USP to set yourself apart. Define your goals, determine some tactics to achieve them, then start with your next marketing piece or activity. Take every opportunity to align your efforts with the new strategy until all your marketing efforts have brand harmony.
Regardless of whether you sell B2B or B2C, marketers are finding out that it's all about people. Tap into your target audience as a person, not just a title or statistic. If you connect with them emotionally, by solving their problems and addressing their concerns, you'll succeed.
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