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Refreshing Your Marketing Strategy: How To Make Your Business More Visible
There’s no time to stand still when it comes to promoting and marketing your brand. Freshening up and modernising your strategy is an effective way to stay relevant and command attention among target audiences. One of the key challenges for business owners today is making sure their brand is visible. This guide is packed with helpful tips and effective strategies to help you revamp marketing campaigns for maximum impact.
Make use of analytics tools
Analytics tools have revolutionised the way businesses market and sell products and services and make decisions. Today, marketers and company owners have access to a huge amount of data, which can be used to highlight strengths and weaknesses and provide valuable information. By establishing key metrics and zoning on the most useful data, teams can measure performance, identify problems, barriers or pain points and gain an insight into how well campaigns, marketing methods or specific promotions or channels are working. You can track traffic flow, social media impressions and lead conversions or see where people are finding links and adverts or at what point they are leaving your site or abandoning their shopping cart, for example.
If you’re collecting and analysing data, it’s crucial to use it effectively. Evaluate the data you have and use the information to make decisions, implement changes or adapt your campaign, make improvements, solve problems or establish new targets. It’s important to remember that data doesn’t always come in the form of charts, graphs and numbers. You can use employee and customer feedback and surveys and interviews to provide you with helpful data, for example. This is particularly beneficial if you have goals such as enhancing brand reputation or changing the way consumers view your business.
Conduct market research
Conducting market research is critical for drawing up and implementing marketing strategies that are relevant to the business and the target audience. It also helps brands to gain a competitive advantage, get to know prospective customers and identify and capitalise on new trends. The golden rules to follow when carrying out market research are to focus on the target customer, specify metrics and gather data that is relevant to your business objectives and pay attention to all of the information you collect. It may be tempting to ignore negative comments if most of the feedback is positive if you’re testing a product or a packaging design in a focus group, for example. The problem is that if you proceed without making changes, there’s a high chance that other customers will make the same comments or observations. Negative feedback can be incredibly valuable, especially when planning campaigns or working on new products or offers.
Marketing trends change, consumer habits evolve and new developments and innovations impact markets. As a result, it’s crucial to undertake market research regularly. The information you collected for a campaign five years ago may no longer be relevant.
Identify the most effective channels and marketing methods for your business
One of the key reasons to conduct market research and use analytics tools is to help you to identify the most effective marketing methods and channels for your business. There are myriad ways to promote and advertise products and services, with new methods and platforms becoming available all the time. Your marketing strategy should focus on the methods and channels that will enable your brand to connect with target audiences and reach your ideal clients and customers.
Analyse data to track performance levels and assess the impact and profitability of different marketing techniques and look for combinations that will enable you to increase exposure and make your business more visible. Many brands and companies use a mixture of digital and traditional methods to raise brand awareness and create and convert leads. Consider the impact of eye-catching flyers and brochures teamed with a local SEO campaign for a new restaurant or a business offering services like plumbing, dog walking or window cleaning, for example. Using quality printing services, businesses can promote offers and connect with customers in the local area via traditional marketing while catering to people looking for local services online via SEO and paid ads. Use data to pinpoint methods that work and highlight weaknesses. Investing more time and money in the channels and tactics that convert will help you to improve your ROI (return on investment).
Shout about your USP
It can be very difficult for businesses to stand out, especially if the marketplace is crowded or you’re trying to challenge established brands for customers. To enhance visibility and persuade customers to choose you over other brands, it’s critical to distinguish your business. Shout about your USP, spread the word and promote it at every available opportunity. Customers should be aware of what makes you different. Use your branding and marketing strategies to raise awareness of your USP and set your business apart.
Share reviews and feedback
Did you know that 90% of people check reviews before buying products or services? Reviews can be hugely influential in swaying customers towards or away from your business. Positive feedback is a green light while negative reviews are often deemed a red flag. Sharing reviews is an excellent way to make your business more visible and attract more attention online. People trust reviews and they want to carry out research or find out more about products or brands before they make a decision.
If your review score is average, or there is room for improvement, it’s wise to look for ways to boost ratings. Use the feedback you have already received to identify problems and implement solutions and take client suggestions and ideas on board. Look for themes and learn more about what customers want. In many cases, customer service is a dominant theme in online reviews. People will often leave a negative comment or give a low score if the service is poor, even if they loved a product they bought at a store or the food was brilliant at a restaurant, for example. If customers have commented on the service you provide, making changes like providing staff training, improving customer support and increasing staff numbers during busy periods can make a big difference.
Tap into new trends
Marketing is evolving all the time, which means that marketers and business owners have to be aware of the latest trends and able to move quickly to capitalise on them. Tapping into new trends can help to ensure that you cater to the changing needs and preferences of your target customer. It can also help you to blaze a trail and get ahead of your competitors. Read industry news, engage with your customers, ask them to share their opinions and ideas and look at what other companies are doing both within your industry and in other sectors.
Trends often cover a wide range of bases, from technological advances to changing consumer attitudes. In recent years, for example, there has been a noticeable shift towards conscious consumerism. People want to buy high-quality, affordable products but they also want to know more about the companies they are buying from. More than 80% of consumers prefer to buy from brands that share their values. Understanding changes like this enables brands to be agile when it comes to adjusting campaigns to cater to the needs of clients. A forward-thinking business would use this information to engage with customers, share information about company culture and values and show prospective and existing clients how the business backs up words with actions.
Refreshing your marketing strategy regularly is essential for staying relevant and taking advantage of new trends and opportunities to connect and engage with target customers. To make your business more visible, it’s beneficial to follow these steps. Use data wisely, focus on the channels and marketing methods that enable you to reach the right audiences and up-sell your USP. Carry out market research frequently, tap into new trends and share reviews and feedback.
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