Your marketing strategy is the hub around which your business revolves and, because of this, a great many marketers tend to over-complicate this. In reality, the simpler your strategy is, the more effective it’s likely to be and, in this guide, we’ll show you the three things you need to focus on to make marketing work for you.
Content is king
Unless you’ve been living under a rock for the last few years, you’ll know that, these days, content marketing is everything. In 2021, customers are savvy to shouty advertising techniques - which means that you need to be producing engaging and relevant content in order to snag their interest. Writing and publishing high quality, long form content is your greatest weapon when it comes to improving your search engine ranking and increasing your profile, so don’t be shy about engaging with your followers on social media to find out what kind of content they’re after.
Who are you talking to?
Before even thinking about marketing your product or service, you need to create a customer persona. For this, you need to put some thought into the kind of person that you’re targeting - who are they? Where do they live? What do they do for a living? What do they like to do in their spare time? Without a buyer persona, you’re simply working blind - and probably wasting a lot of time and money on marketing and advertising endeavours which are reaching the wrong people. When creating the persona, some marketers find it helpful to create an avatar or model to help bring the persona to life.
Watch your tone
One of the biggest mistakes that brands make is to underestimate the power of consistency. From visual branding such as logos and packaging, to tone of voice and product quality, consistency is vital for inspiring trust in your clients and improving your credibility as a business. It’s always a good idea to have measures in place which will allow you to regularly check that your brand’s tone remains consistent and that quality standards don’t slip. When it comes to your marketing, this is more important than ever and, just like with your buyer, you’ll want to create a ‘persona’ for your brand which will serve as a guide for all of your marketing materials and endeavours.
Marketing is the art of knowing who your customer is, identifying their pain points and then offering them a solution. For this reason, hiring a marketing agency is a must if you want to get it right! Your marketing should inspire trust in the customer and get them clicking all the way to your website to find out more. One last tip here is that landing pages can be a great tool for converting customers as they allow you to mirror the information that the customer has just seen in your marketing - without confusing them by sending them to your home page.
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