Month after month, the marketing checklist is always done: emails are sent, ads are running and social media posts are posted. But, where are the results?
You’ve analyzed the data and broken down the numbers. Still, you can’t come up with concrete reasons why your marketing strategy just isn’t working. If your marketing efforts are coming up short, ask yourself these seven questions and see if your strategy can go from lousy to lofty.
Who Are You Talking to?
One of the biggest mistakes most businesses make when throwing their hat into the marketing ring is blasting out a barrage of messages without first defining who the message is for.
If your target audience is women ages 18-34, it doesn’t make sense to implement a massive email marketing campaign promoting an upcoming sale on power tools. Effective marketing targets inbound marketing efforts and ongoing campaigns to their specific target audience.
Become familiar with your target audience’s interests, values and behaviors. What are their lifestyle patterns? What social media habits does your ideal customer have? Spend some time unraveling these answers and creating solid buyer personas that you can then use to direct your marketing campaigns more efficiently and effectively.
Where is it Again?
Once you have defined your target audience and created killer content, your marketing strategy is two for two. But if that content sits buried on your website, then you you’re back to batting 50%.
Optimize your content marketing by embedding specific key words in your content that triggers action from your target audience. When you aim to optimize, the right audience finds your content more easily. Without optimization, your content is virtually invisible.
Do You Only Talk About Yourself?
If you sell carpeting and all you do is talk about carpet fibers, the benefits of having carpet and how carpet improves your home’s appearance, eventually everyone will tune out.
The content you use in your marketing campaigns – in blogs and on your website, in email campaigns and other promotional materials – should be content people want to read. It needs to be timely and interesting if you want to attract and convert potential customers. But, it also needs to be fun and informative. Mix up what you are offering and stay away from industry-heavy content. That will put people to sleep.
Where is Everyone?
Do you know what stage each of your potential clients is in? Are they ready to buy? Are they still in the investigation stage? For each potential buyer or client you have, you should be able to identify what stage of the buyer’s journey he or she falls in and if they are ready to purchase. Knowing what stage buyers are in allows you to tailor offers to target them at the right time.
Provide links for them to acquire additional content so you can grab their email address and continue tracking their progress. Track email visits and buying patterns. It’s the only way to nail down what they want from you and when.
Is it Important?
When current and potential customers see your brand, they need to see you as an important authority in the industry. Your brand should share content that provides value and insight as to how customers can fulfill their need.
Create content that shows them how you can make their life easier. Begin to build trust and establish relationships with your brand that people rely on. Be important and valuable by giving your target audience something they need, such as providing a service they value, and do it with excellence. That’s how you build a successful and engaged foundational base of loyal customers.
So, Now What?
If your content is engaging and you want your customers to continue to engage, you have to tell them how to do that. Use a call-to-action button, like a “click here” button, on your blog or website to guide visitors through your site and give them the opportunity to connect more fully with your brand.
If you manage to get customers to your blog or website but don’t tell them what to do next, chances are, you just created a “one and done” customer interaction. Don’t be that business. Provide actionable links and give customers a chance to stay engaged by digging deeper into your content.
Is it That Time Again Already?
Not even a solid marketing plan with intriguing content can solve your marketing issues if you don’t set up a routine schedule. If you fail to post on social media, engage users on a regular schedule. Inconsistency means your customers will view your brand as undependable, not credible and, ultimately, unprofessional.
Develop a schedule that assures content will be shared and posted on a routine basis. Consistency will drive readers and potential customers to your site.
A consistent and targeted marketing strategy with relevant and authoritative content can help thrust your business onto the path of profitability. A solid strategy and clearly defined target audience will produce results to be proud of.