We’ve found that many businesses skip out on the key elements of an effective marketing strategy. This hinders them from standing out from the crowd and truly being visible in the marketplace.
You may have noticed this by now, but your business isn’t likely unique. It’s time to learn how to set yourself apart from the competition and be seen in the marketplace.
So how do you stand out? When done correctly, your marketing strategy will amplify your brand voice and reach, bringing you inbound sales & traffic. It will drive your business forward through clear, objective, and attainable goals and shield you from the negative by allowing you to hold on to your market share. Ideally, your marketing strategy should be forecasting how to market for the next 1 – 3 years.
Here are our top 4 tips to help you realign your marketing strategy for success:
1. Revisit Your Messaging
Something we see happening, again and again, are companies focusing more on themselves and not their customers. You need to define exactly who you are talking to, what their pain points are, and how your product/service will alleviate those pain points so that your marketing can speak directly to your ideal audience.
2. Refresh Your Website
Many businesses look at their website as something to check off a to-do list and forget to look it over periodically to ensure the content is still relevant. You should be looking over your website with a fine-tooth comb at least once a quarter to make sure that the information is up to date.
In addition to having relevant information, your website should include a clear and compelling call to action. Whether you want them to take the next step by scheduling a call or filling out an application, it should be abundantly clear how to take the next step with your company.
We also recommend blogging regularly to provide value and education to your ideal audience.
3. Prioritize Lead Generation
Your website should be more than a “brochure” about your business – it should be designed to feed you leads. We recommend having multiple touchpoints on your website where a potential client could give you their information. This could look like an application to utilize your services, but it could also be a softer pitch, as an offer to download a valuable eBook or a chance to join your email list.
4. Plan In Advance
Planning isn’t limited to just your calendar. It’s important to plan for and schedule your marketing efforts just like you would plan and schedule your business initiatives.
Our recommendation would be to create an editorial calendar on a monthly or quarterly basis that details your upcoming events. On top of planning content that promotes your website, you should include content that educates your ideal audience as well as content that builds trust.
If you need to determine whether you need to realign your marketing strategy for success, we’ve got the thing that might just help! We’ve prepared this marketing assessment below to help you determine whether or not it’s time to bring in an expert to assist with your marketing.