There is a reason why marketing is such an important element of a business. Without marketing, you won’t reach your potential customers and consequently won’t have a sustainable business.
Successful companies invest on average 10-15% of their revenue into their marketing. Let’s first define what marketing is:
Marketing refers to the activities you implement to promote the buying of your product or services. Any efforts you take on to let people know about your product and how, where, and when they can get it. This includes e.g. social media, paid ads, events, promotional campaigns, email marketing, influencer, or content marketing.
1. Research your Target Market
You can’t activate any marketing without knowing who you’re serving. You can have the most elaborate marketing campaign but if you don’t identify who it’s targeting you’re flushing money down the drain. Numbers don’t lie study your website, e-commerce, and social media analytics. Then based on that create a customer profile. You can have serval customer profiles. If the data is very limited or you’re a brand new Start-Up. Let customers fill out a survey for a discount on their next purchase or a freebie.
2. Focus on your Competitive Advantage
There is so much noise in the marketplace, in order to break through you have to highlight what makes you special. Why should they buy from you? For example, if customers come to you because you provide the best jeans for curvy women, communicate that in the campaign. You can create a campaign via photo and video that shows the struggles of curvy women finding jeans and then you amplify how your brand provides a solution. The fact that they are made in the U.S. like many other brands might not interest your customers, so don’t waste your time and money on that feature. People buy Louboutins because the red sole has become a status symbol, no one would expect Christian Louboutin to run heavy sales campaigns. This luxury brand’s customers buy for luxury and craftmanship not to score a quick deal.
3. Build on what works
You don’t have to re-invent the wheel. If you see that content marketing on social media works, ramp that up. If you’ve had a very successful pop-up a tour of pop-ups across the country might be the focal point of your next marketing strategy. You can never go wrong with having the basics in place. Professional website, basic SEO, appealing graphics/photos, and content marketing.
4. Outsource and Automate
Don’t believe what you see on social media, most companies/influencers have entire teams to work just on content creation and email marketing. We use Meta Business Suite to schedule our social media and ads for a month. For all our email marketing campaigns, we utilize Mailchimp. We hired someone just for that. You can find great people on Fiverr, Upwork, or work with local colleges to offer internships. Also, take advantage of the automation features DMs on IG offer now and all the automation e-commerce sites offer (e.g. abandoned carts, and CRM tools)
I hope this was helpful. If you want to dig deeper, feel free to shoot me an email. Make sure you like, comment and share!!!
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