will provide growth in client acquisition.
When evaluating existing marketing and advertising programs, there are a variety of solutions and ideas to reach your goals. There are much needed leadership skills that will help to build a strategic marketing skill set for your company. Selecting the best strategy or using multiple strategies is common but do your homework to see if it’s a good fit with your employees and customers.
Here are the five battle tested strategies, from the past to present day digital marketing, used for small businesses, to make marketing work for them. I like to call them creative strategies because they build a foundation for all your marketing and advertising.
I made a presentation way back in 1993, at a business trade show in Chicago, on how to be strategic in direct marketing, one-to-one marketing, and relationship marketing. In addition, I preached the importance of collecting customer data to assist building a strategic marketing plan.
A. Customer-centric marketing strategy
The customer is the center of your universe and all your products and services must meet their needs and requirements. Not just in the beginning but every time the customer makes a purchase. People don’t buy products or services – they buy solutions.
You will uncover a variety of definitions for Customer-Centric Marketing. For this post, I’ll use the following information which hits on a few high notes of experience.
“Customer-centric marketing means to fulfill all the needs and wants of each customer with a desire to help them reach success and doing it with a smile.”
If you want to experiment with the principles of customer-centric marketing, you need to learn the “how” from your customers, one-on-one.
1. Learn as much as you possibly can about customers. For example, how do they use your product or service? How do they make a purchase decision? Always be cautious of privacy issues.
2. Share your product and service features and benefits with your customers. Give customers more ideas on how to use your products. Consider the idea of becoming a solution provider, working closely with your customer to provide a special service or product that is very beneficial to them.
3. Treat your customers with value added, no cost services.
4. As you learn more about each customer, keep fulfilling their needs and wants to exceed their expectations – because a happy customer tells others.
5. And when customers are happy, they give you testimonials. Testimonials are a great addition to your communications and sales team.
B. Why a direct marketing strategy?
You need a customer-focus mentality to see and understand why your customers buy or not buy. There is nothing better than weaving a direct marketing strategy and its many tactical choices to reach, attract and sell more to your target market audience. In one word, AWESOME!
Direct marketing is also an interactive system of marketing, two-way communication between customer or prospect. Direct marketing uses one or more communication channels to get a measurable customer response and stores that information about the advertising event in a database.
The direct marketing strategy, as coined by Lester Wunderman in the 1950’s, “is advertising directly to the consumers mailbox.” An advertising message, sent to a consumer, provided a direct path to the person’s mailbox, without the noise of other advertisements.
For example, the United States Postal System is moving toward digital, but not at the expense of direct mail.
C. Why a multi-channel strategy?
Multi-channel marketing uses a variety of communication channels to reach your customer. For example, direct mail, email, landing pages and channels in social media, are hitting their target market with very good results.
The customer is the center of your universe and all your products and services must meet their needs. Many times, more than not, it’s wise to check your database for customers with multiple communication channels. People don’t buy products or services – they buy solutions.
D. Why A Data Driven Marketing Strategy?
May we quote, according to Fospha, “Customer Data Platform Specialists,” director Sam Carter stated:
“Without fully integrated customer data, businesses are unable to fully engage their customers and drive conversions at sustainably low cost, retain customers and build brand loyalty.” 2016 publication.
At a recent ClickZ’s webinar, August 23, 2017, Maximize Your Customer Data, a definition of personalization is defined as, “communicating differently with a customer based on their characteristics, to optimize customer acquisition, retention and lifetime value.”
According to McKinsey, personalization can result in a sales uplift of 10%, and increase return on investment on marketing spend by a multiple of eight. Without data management, everything else you build in your marketing model, is wasted.
The analysis of data will help one to determine isolated trends, regions, or time periods to compare with your other data from traditional campaigns.
Designing solutions for your Small Biz to attract and retain customers, using end-to-end visibility into all campaigns, from impression to revenue. This can easily combine data from different sources to get new insights for marketing and advertising.
E. Why a Digital Marketing Strategy?
There are different types of customer profiles, behavior, and competitors. Designing solutions for your business to attract and retain customers, gain visibility into all campaigns, from impression to revenue is valuable. Easily combine data from different sources to get new insights.
Develop and plan a marketing campaign driven by your customer data and paid‐search strategies — and measure by key performance indicators (KPI).
In a B2B company, start to increase your proficiency in social advertising and use Google AdWords, and Google Analytics to find meaning in user behavior. Determine if your competition and other firms within your industry are using digital marketing and if so, learn why and how.
In many ways it pays to have a strategic marketing and advertising approach in all your communications with your marketplace. Think of your strategic marketing plans like a good home-grown recipe. What I mean is, you use a little bit of one strategy and a little bit of another, to stay in the know about your customers and prospects.
A B2B marketing fact remains that those who “have a need for what you have to offer must be aware of what you have to offer.”
For more information, check out a recent post on one customer acquisition program that shall never end.
Plus, review a recent paragraph in the ©Target Marketing publication for additional ideas.
“Like the athletes or performers who operate for the joy of doing what they love, and the passion to share their talents or gifts with others, when brands operate toward this higher purpose, they do better. Achieve more. And attract more people to their tribe, based upon like values and goals.
At some point, you — the business owner, marketing executive, operations lead — need to ask yourself a key question: Why do you do what you do? What about your job gives you joy? And why should others join your cause?”
Learning, Marketing and Advertising, MCG eVal.u.ations, Coaching, and Consulting.
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It’s the best marketing evaluation to get you and your company back on track.
Thanks again for reading. Questions?
Mike Deuerling, aka MarketingDoc
Marketing Communications Group, Inc.