When business owners hear the term “effective marketing strategies,” they tend to see dollar signs flying out the window. The reality is that the most effective marketing strategies generate dollars IF executed with the correct expertise and tactic that targets the business audience.
If all that wording takes on a “blah, blah, blah” feel, it’s time to approach the marketing process by asking a few simple questions:
- Who are the majority of the customers that contact the business (i.e. age, urban or suburban, gender, etc.?
- Where are customers located?
- How do customers communicate (i.e. Facebook, Instagram, Twitter, LinkedIn, E-mail, etc.)?
- Is the target audience business or individuals? (B2B vs. B2C)
- What makes the target audience choose a business (i.e. location, quality, green factor, etc.)?
- What staffing is available for marketing? (Include online customer service in this decision because the two are related.)
- What is the marketing budget?
The answers provide direction for generating ideas and choosing marketing strategies that are effective and budget-friendly. The specific combination of effective marketing strategies differ among businesses; however, this list of marketing ideas and steps for implementation can produce a marketing plan that generates sales efficiently and effectively.
Targeting local customers
The most effective marketing strategies are targeted and efficient. Local search engine optimization fits both criteria. This technology optimizes websites for search engines and a target audience, ensuring that the website shows up in searches done by local residents. Local optimization services can connect with customers in a 10, 20, or 50-mile radius from a specific business location.
How to implement: Simple optimization of a website is the first step (use these tips for easy optimization). For top-quality, effective optimization, contact a firm that specializes in optimizing businesses and can provide hard data that proves the effectiveness of the technology.
Building solid email marketing campaigns
Social media is not the “new kid on the block” anymore; social media marketing is a proven, effective marketing strategy. The key to getting a high return-on-investment from this marketing strategy is choosing the correct social media site and posting regularly. Most social media sites algorithms favor pages that post content on a regular basis.
How to implement: Decide which social media sites fit the target audience. Use this chart to choose the right social site or determine the site where customers visit through a testing process. Make regular posting (use this chart to set a schedule of regular social media posts) and responding to customer messages a priority (use this guide for providing excellent online customer service). To build a social media following, offer incentives and valuable content that inspires engagement by social media users. If the process is beyond current staffing capabilities, outsource the effort to an affordable marketing firm.
Offering (more) value
The businesses that reap the rewards of marketing are those that offer value time and time again. The term “value” in this case does not exclusively mean sales (though discounts are also a draw and should be included in an effective marketing strategy). Customers value information; this is an edge that’s surprisingly easy to offer with stellar customer service skills and a promoted marketing medium.
How to implement: Use social media or a blog to offer value to customers and potential customers. Add valuable tips through graphics and blog posts; if graphic design and blogs are beyond staffing capabilities, outsource the effort to an affordable marketing firm. Don’t hesitate to share content from other trusted sources as well.
Using online reviews to build loyalty
Potential customers trust online reviews; statistics show that they play a key role when consumers make the decision to purchase. Unfortunately, not enough businesses are harnessing the power of positive reviews AND turning a negative review into a positive customer experience.
How to implement: Monitor the internet for reviews, both positive and negative. There are quite a few websites that offer customers the chance to review businesses; when time is short, contact a marketing firm that offers an automated monitoring service. Businesses should respond to the reviews (even the negative ones) to ensure that every customer interaction is a favorable one (use these tips for effective online reputation management). When positive reviews come in, share them as testimonials to build trust with potential customers.
Prioritizing online customer service
Responding to customer e-mails and social media messages should take precedence in daily operations. This is not the case in many businesses; often businesses respond to messages “when they can” or “when we get around to it.” Customers expect a response; if a business doesn’t respond, they do move on to a business that can provide speedy information.
How to implement: Connect an e-mail to every social media site and monitor customer messages closely. Avoid responding to messages with a canned, one-size-fits-all response which can frustrate customers. Use these tips for providing excellent online service. When appropriate, respond to customer’s public messages privately; these can be situations where the situation is complex or deals with customer private information.