Patience is a Virtue
Very few things in life that are worth having come easily.
Unfortunately, that includes marketing as well. Of course, we all want to spend as little as possible and get the fastest results, but there are no shortcuts to good marketing.
Now, there’s nothing wrong with using shortcuts to get a bit of a headstart.
Special offers, for example, can provide a boost to your business (they can also fail miserably if poorly executed). But long term success has to be done the right way, or it just won’t stick.
A good strategy should be considered a vital aspect of any marketing plan. Skipping ahead to the execution without a well-thought-out strategy is a fast road to disaster.
Make Sure the Talent Pools Runs Deep
One of the critical skills in marketing is the ability to sell.
For new hires, an ability to sell themselves may very well be the difference between being hired and moving onto the next job listing.
Unfortunately, an ability to sell themselves in a job interview doesn’t always translate to an ability to market your business.
Experience counts for a lot, and whether you find experienced people or inexperienced people who can hit the ground running and learn fast, you need to make sure your team is up to the tasks you set them.
Know Your Customer
It’s one thing to know your audience-most businesses can look at sales figures and statistics and judge which demographics their products are being bought by.
Truly knowing your customers is about more than targeting a particular slice of society, however.
What other vendors do your customers have to choose from in your field? Are those vendors offering something you are not?
Investing in a deep understanding of why your customers buy your (or your rival’s) products will benefit your business immensely in the long run.
Learn their needs, understand what problem they are solving with your business, and look to solve that problem more for them more efficiently.
The return on investment in this kind of research will be significant.
Craft a Strong Message
The human attention span has never been that great.
In an age of on-demand media and ubiquitous connectivity, it’s getting even harder to grab and hold onto a potential customer’s attention.
Your core message should be a strong one that penetrates the fuzz of social media and entertainment news.
Not only should the message be strong, but the placement of it is also crucial.
It should clear within seconds of a potential customer being on your website exactly what you do.
Having generic messaging is a surefire way to lose leads in a world of hyper-targeted niche marketing.
Resist the urge to add things that sound nice but offer nothing to your customers.
For example, every business claims to provide excellent service, and no customer will expect a company to say their service is terrible. Don’t waste your marketing on pleasantries that earn you nothing in the eyes of the customer.
Getting your name out there is one of the hardest parts of starting a new business.
And even when you do start to get recognition, there is an inherent trust issue with new companies that is difficult to overcome.
It’s hard to get any message across in marketing, and new businesses have to get more than one message out there-who you are, and why people should be working with you.
Gaining brand awareness is something that should be prioritized.
It may mean a slower path to success, but businesses with excellent brand awareness can gain customers much more easily (and cheaply) than businesses without.
Can’t Get No Satisfaction?
The power of word of mouth should never be underestimated-especially in these connected times, where word of mouth can spread farther and more extensively than ever before.
If your customers are not happy with your service, they will not recommend you to others and may even warn people away from your business with negative reviews.
Keeping your customers happy should be a goal regardless, but if nothing else, it is a marketing strategy that pays.
This includes those unfortunate situations where a problem arose that couldn’t be resolved.
Consider taking a loss to keep your customer from leaving with a sour taste in their mouth.
Satisfied customers mean repeat business and recommendations, which means success for you.
So keep those customers in good graces.