We as a whole know that it is so imperative to manufacture a strong strategy for success. Truth be told, you’d (ideally) never dream of rushing into another business without one. But, shockingly, a large number of us aren’t putting in almost a similar exertion with regards to building a solid promoting procedure.
What’s the purpose of putting so much time and cash into building and making another business, just to have no clients?
This isn’t Field of Dreams where you fabricate it and they will come. (Alright, so the line is really, “In the event that you construct it, he will come,” however you realize what I mean. The entire group showed up in the long run. In the event that you have no clue what I’m discussing, it’s a work of art, find it.)
In the event that you need clients, you will need to effectively get out there and discover them, and after that let them know you exist. The best way to do that is with a strong showcasing technique.
Know Your Target Customer
The first step in building your marketing strategy is to know who it is you’re marketing to. Doing so ensures that your marketing efforts are focused, and as a result, you’ll be getting the return on investment that you’re after.
One common way to go about this is to create a buyer persona. By creating a buyer persona, you can be sure that you’re marketing to people who are actually interested in what you have to offer. Otherwise your marketing strategy is pretty much the equivalent of a man on a box yelling through a megaphone at random people on the street.
This is the wrong application of a blue ocean strategy.
Think about what you’d like your ideal customer to look like. Start getting granular and create a list of demographics that your customer falls into. Responsive Inbound Marketing recommends these major questions you should ask yourself about your target customer when outlining a buyer persona:
Location: Where do they live?
Excluding Location: Where do they not live?
Age: What is the age range?
Gender: What is their gender?
Interests: What are their interests?
Education Level: What is their education level?
Job Title: What fields of work do your customers work in, and what types of job titles do they carry?
Income Level: What is their income range?
Relationship Status: What is their relationship status?
Language: What languages do they speak?
Favorite Websites: Why types of websites do they frequent?
Buying Motivation: What are their reasons for buying your product?
Buying Concerns: What are their concerns when buying your product?
According to a study by Smart Insights, 46% of brands don’t have a defined digital marketing strategy yet, and 16% do have a strategy but haven’t put it into effect yet. That means that more than half of the businesses out there aren’t getting the exposure and customers they could be, simply because people don’t know even know they exist yet.
When you don’t have a marketing strategy, you run the risk of becoming directionless as a company, wasting money on channels that aren’t bringing you results, and losing out on potential customers to your competitors.
Thankfully, it’s not that hard to come up with your own marketing strategy. Here are the four steps you need in order to create a marketing plan that works for you.
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How To Build A Marketing Strategy
Building a buyer persona is more than just broadly listing out demographics of your target customer though. You need to know your target customer as if they were a close, personal friend, like you might go out to see them for drinks this very weekend.
As we know from interactions with our own friends, they can be full of surprises. So one of the biggest mistakes you can make when creating a buyer persona is to constantly make assumptions. Actually put these personas to the test, hit the pavement, and start interviewing people and get some real data. After all, there’s that saying about assumptions making a donkey out of you and me.
The easiest place you can look to define your buyer persona is to whatever current customers you might have. Ask them for 10 minutes of their time for an interview, or send out a simple survey. Interview people who aren’t even your customers yet, but people who fit the profile of your target customer.
Find a way to incentivize people to do interviews with you, by potentially offering them a discount or a free product from your store. Whatever solution you work out, your goal should be to find out what people are really thinking about when they see your store.
There will be a temptation to gloss over this part, thinking you’ve already got it down. But generally speaking, the more time you put into developing your buyer personas, the more effective your marketing strategy will be in the end.
Once you know what your target customer is all about, it’s time to move onto the next step of building your marketing strategy.