building a marketing strategy that works.
A marketing manager uses the best strategies to accomplish the planning and goals set by upper management. There are many tactical tools at his or her disposal to select as many channel selections to make to meet the goals set forth by management as it pertains to selling product and services.
“There are many different marketing strategies for consideration now days, but none are one for all. So, before you wrap your hands around a strategy, first do your homework. Follow along in a typical scenario that will make your selected strategy work for you as you expect”
The first step is the hardest.
In your first step, use a name of action, such as money-making for the next marketing planning project. Analyze the captured marketing data from previous advertising campaigns, looking for the good, the bad and minor mistakes you want to avoid. A small business needs as much information as possible to meet the company sales goal for the latest marketing program and advertising tactics.
Marketing strategies are the specific actions taken by the organization to communicate with the selected primary target groups. The very nature of a direct marketing strategy is to get your marketing message to a prospect and customer, read, and acted upon. A sales goal for a direct marketing strategy could be x amount of product sold in y amount of time or on a specific communication channel.
So, what’s a marketing tactic?
First, remember that advertising is a tactic of marketing. Everything marketing starts and ends with your customers. You need to listen to your contacts, examine the analytical data and respond to them in their preferred way. Most customers are willing to share their thoughts about the products you offer. Good tactics, good response, equate to better results.
Your tactics become more effective when using relevant copywriting, an increase in the frequency of messages, and what you learned about customers from the last advertisement.
An advertising tactic is a tool. A tool used in direct mail, personalization, email, a great headline in the subject line, a social media post, an instructive way to do something with a product or service. Yes, a digital marketing channel, such as a how-to video, can capture more eyes.
Other channels such as email, especially in concert with direct mail, will increase response. Use a content marketing tactic in a webinar, trade shows or a post on social media, like LinkedIn. Just like a bike path, many paths can be taken to arrive at one designation. Which is the best road? Sharing information and keep tabs on what tactics a contact responds to, is a great signal you’re on the right path.
When selecting your advertising tactics, it’s important to keep your message consistent. It may take a considerable number of “direct hits” to get your prospects to act. So, if you leave the marketing and advertising channels too quickly, you’re taking a big risk that a contact will remove your company from their memory. In other words, be patient.
What was just described, is rather simplistic. However, since there are many steps to take with your marketing planning efforts, it’s not a good idea to skip a step or two, until you know why.
There’s the problem.
People do skip a lot for one reason or another. Getting the right marketing and advertising in place is a lot of work but expect good results. Any one running the marketing show, eventually starts second guessing their choices, which is expected. Unfortunately, that can lead to poor responses.
Have patience with the “direct hits” to get your contacts to act. If you leave the scene too quickly, you are removed from their memory.
For example, a display popup may have to be seen 25 times before a contact reacts. And, it must be supported by other tactics, such as Google uses direct mail. Multi-channel communication is a must for many businesses to get expected results.
Your contacts can miss a few issues of your email or the web page selection on the internet. If you decide to change your advertising, any contacts who return to the email, may easily pass right over the new ad.
People are programmed for familiarity. Therefore, your logo, tagline, positioning, brand, and so forth, is critical for success.
- So, commit to keeping your message consistent, set up a frequency and give it time.
- Fine-tune your marketing based on customer suggestions or data analytics.
- It may take time, depending on the product or service, to see measurable results.
- Remember, it takes a multi-channel approach to reach a target market.
- Contacts need to be reminded by you and be there when they are ready to make a purchase.
Action Plan & Timeline
A very specific calendar of tactical placement is important. Always remember: you may know where you are, but you may not know how you got there. Examine each tactic for success. Such as, the number of inquiries, when they occurred, why they occurred, and how they occurred.
Then evaluate each tactic based on cost, marketing channel, and message effectiveness. Finally, was the successful tactic seasonal? Did more calls occurred at a time if the year from a specific tactic or medium source? Analyze. Analyze. Analyze.
A little fine-tuning can make the difference between overall success and failure.
What are buyers looking for –
- Best price (value)
- Buying is simpler
- Available, searchable, accurate information
Thanks for reading and please share with others – except your competition! It is truly appreciated.
Learning, Marketing and Advertising, MCG eVal.u.ations, Coaching, and Consulting.
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Thanks again for reading. Questions?
Mike Deuerling, aka MarketingDoc
Marketing Communications Group, Inc.