Let’s talk marketing tactics

With a plethora of ways available to market your business to your customers and prospects, how do you know which to choose? Some are essential; others may not be appropriate for you and your target market. We’ve come up with a handy list to help you make an easy initial assessment of the options on offer.

To give customers the continuity they expect, an integrated approach with your marketing is a must. Read our ‘Integrated Marketing Checklist’ for tips.

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Need help with your marketing strategy? Take a look at our simple guide to marketing planning:

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Email Marketing

Email marketing can be highly effective at converting prospects into new customers, and turn one-time buyers into loyal, returning customers. It provides an easy way to target messages at segments; making it great for keeping in regular contact until customers are ready to buy.

Questions to ask: Have you got a good quality email list with permission to get in touch? With the new GDPR legislation this is an absolute must!

Measurement: Email analytics can tell you everything you need to know about who has clicked on what. The key to a successful marketing campaign is in the sales follow-up; remember to line your sales team up to call those who’ve interacted with your email, ideally within a couple of days of receiving it while it’s still fresh in recipients’ minds.

Cost: Email marketing platforms can be very low cost but doing it well takes time.

 

Online marketing

Your website is of no use if nobody visits it. But it’s a highly competitive world out there and to be effective in raising your online presence, you need be on top of your game. Everything from website design and search engine optimisation to pay-per-click advertising all play a part in helping you get your business to the top of search results, making potential customers more likely to approach you.

Questions to ask: Are you attracting enough people to your website? Are those visiting your website converting into prospects?

Measurement: Google Analytics can help you measure the success of SEO and pay-per-click activity.

Cost: The cost depends on how much outside expertise you need to bring in. You can start with a relatively small budget to test effectiveness.

 

Social media

Social media helps you build relationships with customers and broaden your reach. With such widespread use, social media presents an incredible marketing opportunity. If you’re not using social media marketing already, it’s time to get involved or risk losing in the long run.

Questions to ask: Which social media sites are your customers using? There’s no point wasting time promoting your business on a platform where your potential customers are not!

Measurement: Everything is measured from followers to likes; use links and calls to action to drive traffic to your website.

Cost: Social media sites are free but you have to factor in the cost of your time. Want to build a social media strategy that provides real value? Check out our ‘Reseller’s guide to social media’.

 

Content marketing

With today’s buyers completing 90% of their decision-making process before making contact with suppliers, the content you put out there must be relevant and insightful in order to leave a good impression of your brand and stimulate interest. Writing guides, blogs and case studies can help you build a strong reputation in your field.

Questions to ask: Is your content attracting your prospects and customers interest? Is it ‘sharable’?

Measurement: Include links in your content and measure traffic to your website; for high value content consider capturing contact details through a gated form.

Cost: The main cost with content marketing is time. Creating unique quality content that captures the attention of your audience is not a simple task! Before starting the process, think about what will pique your customers interest and how your offering fits with that.

 

PR

Business image, reputation and ‘what people say’ are very important. Your prospective customers believe what other people say far more readily than they believe what businesses themselves say. PR can give your business exposure without needing to pay for it – at least not directly.

Questions to ask: Do you want to raise your profile?

Measurement: Measure uplifts in sales or website traffic when you have had media coverage.

Cost: Perseverance is the name of the game with PR so it can take time.

 

Direct mail

With the daily deluge of emails people are now receiving, marketing emails can get lost, trapped in spam filters or ignored. But while receiving emails has become a daily chore for some, direct mail can be a more personal and memorable approach – in today’s digital age, people value things they can touch.

Questions to ask: Not getting the interaction you’d like from email marketing? Could letters and flyers get your business noticed?

Measurement: Monitor results from flyers using dedicated PO Box numbers, email, web addresses and phone numbers.

Cost: Don’t scrimp on quality. Direct mail has the potential to be very cost-effective… if done well!

 

Need a bit of help with your marketing strategy? Take a look at our simple guide to marketing planning.

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21 May 2019 | Justin Coombes

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The views in this article are the personal views of the author and are not necessarily endorsed by Gamma.