Focus 2022: 5 Marketing Strategies that will drive business growth in the new year

The year 2022 demands a serious focus on marketing for small business entrepreneurs who wish to see any type of growth in their businesses.  Of course, business growth is achieved through a combination of how the business operates, its efficiency, employee, customer & business relations, production capacity and service delivery.

Oftentimes though the marketing element is either totally forgotten or is given very little credence in business consideration.  Marketing however is crucial to business growth.

Marketing helps businesses to position themselves in the psyche of the consumer, bring awareness to what it offers and distinguish itself from its competitors.

Here are 5 marketing strategies that will help to drive business growth in the new year:

Craft a serious Marketing Budget – The days when marketing gets what’s left or nothing at all from the budget is over. Marketing must now be considered a legitimate part of the business. The activities must be well-planned and strategized in alignment with business goals, and fuelled by paid placements in the right media channels. When

marketing is taken seriously, the business not only benefits at the bottom line, but it also builds goodwill, positions itself in the industry and community and becomes a primary choice for the customer.

Digitize the business – By now, digitization should be a priority for any business operating in the post-COVID-19 era. Convenience is crucial to better and improved customer relations and digitization makes it easy for customers to interact with your business. Make it easy for your customers to find information, make payments and access your offerings.

Communicate efficiently – It’s very important to keep the lines of communication open but communication must be efficient. Whatever content method you choose, ensure that it includes all the relevant information, that it is targeted to the right audience and placed on the right channels.

Engage an inbound marketing strategy – Creating random content and putting it out in the hopes that it will stick is a thing of the past. That strategy wastes resources and helps the business to achieve nothing. The inbound marketing strategy will ensure that your marketing content is tailored to a specific audience. This of course comes with knowing your audience… crucial to the overall winning marketing strategy.

Keep your content updated – This cannot be emphasised enough. Develop appropriate content for all your channels; online and offline. Keep the channels updated, always! The information age requires; information. Customers need updated information to make important buying decisions. If you are seeking a loan or investment in your business, information is crucial to the potential investor.

  

TWELVE DAYS OF CHRISTMAS MARKETING

BRING THE CHRISTMAS SPIRIT – Christmas carols and decorations don’t just look pretty, they bring the Christmas vibe. Transfer the Christmas spirit to your online stores with a Christmas banner and logo.  

SEPARATE ONLINE & OFFLINE CHRISTMAS PROMOS – Two separate customer segments, two different approaches required. Create a digital catalogue for online customers and make it accessible to online customers only. Do the same for offline customers.

UPDATE YOUR CONTENT (CONSISTENTLY!) – We know it’s the busy season but take time to update your content. Dispatch updated information and Christmas offerings via email, text messages, WhatsApp groups and DMs.

OFFER COMPLIMENTARY SERVICES – Free shipping and delivery, as well as curbside services, became significant features in the post-pandemic era but what extra services could add value to your customers this season? Maybe free gift-wrapping or delivery to gift recipients

GIVE BACK TO THE COMMUNITY - … and get your customers involved! It’s the season for giving and especially this year, many persons will be looking for a hand up. Food and clothing drives are always welcome. Formalize the plan with a specific charity and host a giveback day.  

SHOW GRATITUDE – It’s the same thing we refer to as customer appreciation. It is so important that customers know that their business is valued and valuable. Use a day or maybe the whole season to let your customers know how much they mean to you.

APPRECIATE THE STAFF – Your staff members are your number one stakeholder so if they are unhappy, the business will not do well. Show them you care with gifts and incentives that matter.

OFFER GIFT BUNDLES – Discounts and sales are big features of Christmas but these can cut into the business’s profits, gift bundles offer a reasonable solution – it’s a deal for customers and it helps the business to move other complementary inventory out the door.

CUSTOMIZE YOUR CHRISTMAS ‘LOOK’ – Whether it’s gift packaging, shopping bags or any other visible marketing material ensure that your business has a customized ‘look’. This ‘look’ defines your business and separates it from the competition. 

CREATE A GIFT GUIDE – Christmas gift shopping can be one of, if not, the most stressful activities of the holiday season. A gift guide provides customers with a collection of products from which they can easily make selections or get ideas

DO SOMETHING SPECIAL ON THE 12/12 – This is what you call a ‘novelty date’ … it could be a 12% discount or a gift for every 12th customer and promote it beforehand, so customers know what’s coming up.

HOST A POST-CHRISTMAS SALE – Deals have no expiration date. Not because the holiday is over means that a good sale will not be appreciated. Plus, it’s a great way to continue earning for your small business.

 

3 TIPS TO LOCALISE MARKETING & ATTRACT SALES (OFFLINE)

I was recently contacted by a distressed business owner. In her words, she was trying everything to increase sales and nothing was working. Her approach included increased online presence, flyer distribution and video marketing but none of it was translating into sales.

After calming her down, my recommendations were simple but not foolproof.  Marketing is consistent: you cannot approach the market when you need a response. 

The marketing interventions at the very least must be at comfortable intervals.

The recommendations were as follows:

• Take a comprehensive marketing approach – Yes it may be a hefty investment but adding new products without sensitizing the customer group is pointless. Invest in a targeted, strategic and comprehensive marketing campaign that reaches the customer group where they are.

• Capitalize on local sale events – Take advantage of national sale events with a local emphasis e.g. Black Friday sales. This is possibly the biggest sale event internationally but is easy to localize. Sign up, get involved and benefit from listings and placements and capture client information for future business.

• Get involved in the local community – This is a year-round approach but it works. Community involvement is not just handouts but involvement with the Chamber of Commerce and local business community. It’s essentially becoming a household name such that referrals from one customer to the next becomes easy.

 

3 TIPS TO BUILD A PROFITABLE CUSTOMER DATABASE IN THE POST-PANDEMIC ERA

As important as it is for businesses to show up for their customers during the pandemic, it is equally important to do so, profitably. 

After all, businesses are in business to make a profit.

But again, strategy is important to achieving profit goals.

 

Here are 3 tips to build that profit-driven customer base in the post-pandemic era:

1.    Humanize the business – Show your customers that you understand the current situation and that you care about their needs in this time.  Use your social media platforms, website and email marketing campaigns to share how you are willing to help your customers.

2.    Build trust – Businesses must stand by their word. Do what you promise. Every. Single. Time.  And, protect your customer’s privacy … use their information for only its originally intended purpose.

3.       Adapt to the changing environment – Customers are no longer waiting for businesses to reach out to them, they are reaching out to you.  Provide as many channels as possible for them to do so efficiently.  Usually when they do, the decision has already been made to buy from you … ensure you are ready!

5 MARKETING TIPS TO SURVIVE THE NEXT SOCIAL MEDIA BLACKOUT

So, if you’ve ever wondered why your social media presence is not enough … the black out of Facebook, Instragram and WhatsApp in early October is why!

Let’s not dwell on it but take some steps to prepare for the next blackout… here are my 5 top tips:

• Up your customer data collection – This must include telephone numbers and email addresses as these are primary points of contact.

• Use email marketing – Social media blackouts are unpredictable. Last week was 6 hours, next time it could be 6 days! Email marketing gives you direct contact with your customer groups and, they know with certainty that you are still there for them.

• Get that website up and running – I am sure no business exists in post-pandemic 2021 without a website, but just in case, get it up and running. That’s your piece of online real estate. Keep it updated, relevant and consistent.

• Engage with mobile marketing – According to 2021 statistics, more than 60% of the world’s population use a mobile device and more than 75% of consumers made a purchase online with a mobile device in the last six months.  Statistics also indicates that the average mobile user uses his phone 5.4 hours per day … imagine that!

•  Collaborate, collaborate, collaborate – Online marketing doesn’t have to be a solo effort.  If you can identify a business partner with a complementary product or service to your offering, collaborate.  Utilize their online marketing platforms and offer use of yours.  Both businesses benefit and the customers also benefit from multiple sources of information.

ALTERNATIVES TO ONLINE ADVERTISING

As the world’s economies slowly reopen and countries begin to treat COVID-19 as endemic versus pandemic, businesses and marketers must now begin to identify new advertising strategies to re-engage audiences who will begin to spend more and more time outdoors.

The traditional and proven methods of advertising will still work but marketing innovation will take centre stage as many businesses seek to re-engage their audiences on a more personal level.

-          Use of mobile advertising will increase as up to 89% of the world’s population own a smart phone.

-          Static billboards and other physical display advertisements must come alive to meet the expectations of the customer group.

-          Advertising and promotional strategies that engage with the customer through empathy, personalization and conversation will take the lead ‘as the world turns’.

What steps are you taking to get ready for the post-pandemic normal?

 

5 TIPS TO REFOCUS YOUR MARKETING EFFORTS POST-COVID-19

Let us first admit that marketing in 2021 is about consistency, reworking tactics, retargeting and refocusing efforts, adjusting strategies and doing those activities that will attract the ideal customer group.

Now many businesses and marketers may feel like puppets, playing to the beat of customers; but businesses that are in business for profit know the importance of piquing the customer's interest and serving them.  As such, they will do what is necessary to attract and retain their ideal customer set.

Refocusing your marketing efforts therefore becomes more important as your business proceeds through its different cycles in this changing dispensation.

We have already established that the face of marketing has changed and is changing in the post-COVID-19 era.  What will now determine the success or failure of marketing efforts is how businesses refocus their marketing efforts to engage with their ideal customer groups. 

The following are five tips to refocus your marketing efforts post-COVID-19:

1.    Know your customer segment – Have you ever heard of a customer avatar? It is a customer profile or a representation of your ideal customer.  It is time to get granular; it is no longer sufficient to know your customer because that definition may be too wide.  It is time to define exactly who you serve; as a segment.  Get specific with your customer information; not just demographics or where they are located, but their specific needs, interests and behaviours.

2.    Define your marketing strategies – Be specific with your marketing strategies. Ensure that they are results-driven but customer-focused.  The customer must be at the heart of whatever marketing strategy you undertake.  Tech-based strategies must be easy to understand and manoeuvre, and customer touchpoints must be easily accessible and optimised for all devices.  Most importantly, tactics and strategies must be easy to adjust in case changes need to be made.

3.    Be prepared to put your money where your mouth is – Many small businesses in particular still see marketing as an afterthought.  I hope that if nothing else, COVID-19 taught you the importance of remaining relevant in the customer’s mind; and marketing is the single most effective way to do so.   Preparing the marketing budget post-COVID-19 will be a bit different with the focus now shifted to mostly online platforms.  But don’t just spend in a vacuum, identify a few profitable platforms and invest in those.  Traditional marketing platforms must not be neglected but a strategy is required in placement, ensure that you can quantify the return on investment (ROI) for every dollar spent.

4.    Be agile and responsive – This is the only way to be on the cutting edge and at the forefront of your customer segment’s consciousness.  Now is the time to anticipate and be proactive.  Consistently engage with and listen to your customer segments to identify future needs and create solutions.  Provide opportunities for customers to give feedback and act on those responses that are less than favourable.

5.    Make each customer experience better than the one before – Sad to say but customer loyalty is dead.  The customer is loyal to his last great experience so outdo yourself each time with each customer.  Use the right combination of tools, technologies and platforms and make sure they integrate well with each other.  This will result in an increased ability to serve your customers at their point of need.  Remember service is not just what you do it is how you do it as well.

BONUS!!!

Know what your competitors are doing and do it better – Not for one moment am I suggesting copying your competitor’s strategy but your emphasis should be on making your offer more attractive than that of your competitors to the customer segment.  It therefore means providing value in your offering at the best possible price, with the best customer experience, better than your competition can.

FIVE WAYS MARKETING WILL CHANGE IN THE POST-COVID-19 ERA

 It is almost certain that shifts in consumer consumption and behaviour over the past year and a half will influence how marketers implement their campaigns in the post-COVID-19 era. Numerous studies have been conducted that highlight shifts in disposable income, changes in customer tastes and emerging needs based on the COVID experience.

Studies have also shown that marketing must change the way it connects with customers groups. For example, there is a significant change from mass marketing to a more personalised approach. The use of digital media platforms is no longer dependent on simply having an online presence. Online marketing must be customer-centred with interactive content that is interesting, compelling, relevant and useful.

Instead of pointing out the challenges of the new normal, marketers must move swiftly to engage both existing and potential customer groups and identify new ways to fulfil their needs.

The following are five ways that marketing methods will change in the post-COVID-19 era.

 
Digital is here to stay – It is no longer sufficient to just have an online presence. Businesses must engage with their customers using the appropriate touchpoints to optimise the customer experience. Of course, this does not mean a presence on every platform or utilization of every online method. It means identifying appropriate strategies, consistently learning about customers and potentials and reaching them wherever they reside online.
 
Increase in empathy-based marketing – Marketers must identify with their customer groups and see through their eyes. The emphasis is on the customer first. This type of marketing pushes marketers to design products and services that improve their customers' lives. It helps marketers to understand customer motivations and provide relevant tools while empowering the customers to help themselves.
 
Content Marketing retains ‘Kingship’ – In the post-COVID-19 era, there are more people online than ever before and many more persons are open to accessing information online. They are watching moves and entertainment events, learning, working, shopping, and communicating online. Marketers must use the available online resources to connect with their client groups. Social media platforms as well as, the businesses' websites, blogs, vlogs and e-commerce sites must incorporate attractive, updated, relevant and compelling content that allows consumers to feel connected to their businesses.
 
Virtual communication becomes part of the new normal – Zoom, Webex, Microsoft Teams and other meeting platforms will become even more popular post-COVID-19. At this very moment, most companies are evaluating the role of virtual communications as restrictions ease across the world. Questions about the usefulness of an office full of employees and in-person meetings are swirling. Likewise, marketers who engaged with these platforms during the peak of COVID-19 will now have to adapt hybrid concepts to continue to connect with their customers whether it’s for media events, annual general meetings or community intervention programme.

Some brands will require a fresh look post-COVID 19 – Certainly, consumers would have experienced massive changes during COVID-19. This means that whatever your brand may have meant to the customer pre-COVID, it might not mean the same thing anymore. Marketers must adjust the brand story from pre to post-COVID and respond to question such as; is the product or service fulfilling the customer needs? What value does it add to the customer? How can we adjust our message to attract/connect with the right audience?  

It is imperative that in the post-COVID era brands say what they mean and mean what they say. Positioning your brand for success post-COVID means addressing customer needs precisely while providing the right solutions.

5 REASONS EMAIL MARKETING IS THE NEW GOLDMINE

Although close to four billion people worldwide use email as a common means of communication, email marketing is still not given its due as a legitimate form of marketing. Many small business owners, in particular, will admit that they never thought of email marketing as ‘a serious thing’.  

Another staggering statistic that may be considered is the fact that over three million emails are sent every second and 95% of consumers check their email every single day.

To get even more granular, 21% of emails are opened within the first hour of being sent and 50.7% of marketing emails influence the customer’s buying decision.

While the questions continue to swirl about email marketing, the numbers continue to prove different and email marketing continues to emerge as the ‘new’ marketing gold.  

 

The following are five reasons why email marketing must be adopted as part of the small business’s marketing strategy, immediately:

Email Marketing is of little to no cost – If you manage it yourself and use the free option available on any of the platforms e.g. Mailchimp, Madmimi, or Constant Contact, the cost may be as minimal as US$20 per month. The platforms provide free templates, unlimited emails, sign-up forms, landing pages, and tracking and reporting capabilities. 

The platforms also provide additional support including contacts management, online stores, and automation.  Explore the options and identify what works for your business. 

Email marketing is targeted and personalized – Most platforms offer the option of segmenting the customer database based on the information being sent. This allows the interaction to be targeted and personal --- and customers love that! When a customer receives an email with useful information, the likelihood of conversion increases; especially if that customer is recognized by name, familiarity increases, and the customer immediately feels part of the business.

Email marketing is designed to increase customer engagement – Let’s get this straight, email copy is not written, it is designed!  Email copy must be strategic and directed to achieve very specific goals.  Even if the message is only to inform, it must be designed in a way that grabs the reader attention from the subject line --- Email design also refers to the graphic content, colours and how they appeal to the customer’s eye.  Ensure that clickable links are provided that can boost sales, increase engagement or measure any other metric that is important to your business growth.

Email marketing is easy to share – One of the best things about interesting information in an email is its shareability. Friends and colleagues can also benefit from the information with the simple click of a button from the primary receiver ... that is the essence of email marketing.  It can easily be shared with others. 

Email marketing helps to build strong customer relationships – As the lines of communication open, customers will feel free to contact the business at will or act on an offer that has been made through the business’s email correspondence.  Both parties will feel at ease once a correspondence has a favourable response, and more importantly, the customer will feel as if their needs are valid and important.

Five marketing strategies to help small and start-ups compete with big businesses (and win)

Today’s marketing is no longer about size.  It is not even about budget.  It’s about strategy, identifying and capitalizing on the right relationships and opportunities, and being present in the places where your business’s value can be appreciated. 

As many economies slowly emerge from the past year’s uncertainty and even while some still search to find their footing, small and start-up businesses that have little option but to survive, are encouraged to continue experimenting with different marketing strategies to attract new customers, expand their market reach and retain existing customer groups.

The challenge many of these businesses face though is that they lack the resources to put themselves and their businesses out there. 

Despite the picture painted by many, there are small and start-ups who are successfully providing and capturing value from their customer groups.  These businesses take the time to develop carefully crafted marketing strategies, are consistent in applying them and measure and adjust where necessary to achieve optimal results.

My latest compilation is a list of five marketing strategies that can help small businesses to be competitive against their larger counterparts in the marketplace.  Here we go:

1.    Create a solid digital presence – This is the most level of playing fields for competition.  Online, no one can judge your business by size or bank account.  As long as you target the same customers, it comes down to who has the most attractive message and can convince the customers that theirs is a better value.  Use your digital presence to build your brand, whether it’s a name, process or product.

2.    Engage professionals for a professional look – One of the many ways that small businesses fail in attracting an audience is having an undefined or unprofessional look. A small business may not be able to engage a marketing agency but a short-term Freelance Marketer can help to define your brand identity.  Use that information to define how you will present as a business.  This is one way to distinguish your brand from the next.

3.    Innovate – One of the greatest hallmarks of a successful business is its ability to innovate.  Innovation drives business growth and success.  Innovation also helps a business to be able to position itself as a creator, solution-oriented and providing a value for its customers.  The great thing about being small in this context is also the ability to effect and dominate a niche with the value that you provide.

4.    Capture a Niche and serve it well – Because the resources in a small business is usually limited, it is better to identify a niche, capture it and serve it as best as possible.  Don’t try to compete with all and sundry, define who you are, who you serve and what you provide and be laser focused on your business objectives.

5.    Build a well-oiled customer service machine – Customer service is not just about answering queries or complaints, it’s providing value throughout the entire customer experience.  Good customer service establishes customer loyalty, increases the probability of your business being referred and captures value from the customer.  Continuously fine tune your customer processes, use feedback to … the customer touch points and always deliver what is promised.

5 tips to increase your business’s digital footprint

It’s been just over a year since the pandemic first hit and by now many businesses, particularly the larger ones, would have instituted or improved their technological and digital infrastructure to respond to the changing environment.  For some small businesses though, even one year later, digitization still poses some challenge.

Whether we like it or not, technology and the digital age is here to stay.  While utilising social media platforms to remain relevant and keep the lines of communication open with clients is important, it is also important to build out and develop your own piece of the world wide web.

Think about how panicky you get when Facebook or Instagram goes down…

While the business may not be exempt from internet outages, your business’s visibility and messaging will certainly not be dependent on third party platforms.

Here are five marketing tips to increase your business’s digital footprint:

 

1.  Invest in and build your own website – A website is a business’s online real estate.  On your business website, you are free to promote whatever it is that your business does.  You can host a blog, dedicate a page to customers and building a community around your brand and, set up an e-commerce platform.   Not only will customers benefit from your website but potential partners, investors and other stakeholders can quickly and easily see what your business is about.  You can dedicate a portion of your website to highlighting your business’s involvement in the community or any other social causes.

The important thing with your website is to ensure that it is optimised for mobile (more than 50% of internet users access websites from mobile), have dedicate pages for products and services and is searchable online.  This means using the correct keywords, related to your business to ensure that your page is found when the relevant search is done.

 

2.   Get listed on Google (Google my business) – Besides the fact that Google is the most popular search engine online (86% of search market share), getting listed on Google is just common sense.  Have you ever heard the term ‘Google it’?  Well, Google is such an established brand that it has become a verb.   Google my business is synonymous to an online directory, it will however only work for businesses that have an actual location.  So, if you want to drive traffic to your small business, especially if you are located in populous areas, get listed!

3.  Diversify your content output – Your content output should never be limited to verbiage only.  Different social media platforms allow you to post a variety of content types, and using different social media platforms will help to extend the reach and life of the content.  Content can be anything; images, infographics, memes, short blogs, long blogs, lists, guides, tutorials, DIY, tips, messages and videos.  Feel free to select one or a combination of a few or all to grab the attention of your client group.

4.   Use apps and tools to maximise your online experience – As parts of the world re-enters lockdown and other restrictions due to the pandemic, your website will now become your business’s face.  Use tech apps and tools to optimise the experience for your customers and improve responsiveness for your business.  Bots are possibly the best innovation since the internet as they allow your business to appear as if it’s online 24/7.  Likewise, tools such as analytics will help your business to determine what product, service or customer area to focus on based on the behaviour of customers on your website.  Additionally, maintain consistency on your social media platforms, use a content scheduler, this will help you to batch your content and schedule for release at an appropriate time.

5.   Be your best on social media – Bet you thought I was going to leave out social media, never!  Especially now when there are 3.78 billion social media users worldwide (www.oberlo.com), ensure that your social media pages are in place, current and consistently updating.  You can also use your social media pages to drive traffic to your website and e-commerce platforms or support any other activity that your business will engage in.

3 ways to define and reach offline audiences (the older demographic)

As much as much of the world have migrated to online sources for business, pleasure and leisure, there is still a significant portion of the market that isn’t online and have no intentions of going there.  That customer group still desires products and services and businesses must find ways to define and serve these customer groups.

The first step in the process is to identify who those offline customers are.

These are usually individuals in the older demographic; 55 and over who are unwilling to replace human connections with something as impersonal as social media.  They are loyal consumers of traditional media outlets i.e. listens to the radio, watches local TV programming and prefers to go to the bank rather than doing their banking online. 

There is also another demographic within this group who is not averse to being online as they use social media to interact with friends and family, attend events and catch up on the news.  This sub-group however reverts to the original group characteristics when it comes to activities such as buying online or conducting banking activities.

Reaching this audience in the era of COVID-19 is not impossible but poses some challenges to businesses especially if they are introducing new products to the market.

The following are three, no-touch yet direct ways to reach this specific audience:

1.    Direct mail or Courier – Yes, literally send product and company information by mail or courier service to their homes.  It’s very non-traditional, maybe a little costly but it works, and its more likely to be acted on than depending on mass media.

2.    Communicate via text – While this customer group cares very little about technology, some will own smart phone while others will own simple mobile phones with text capabilities; use this to your advantage.  Engage market research companies who will be able to assist you in reaching this demographic.

3.    Use traditional media – This is the audience that is more likely to have a favourite TV show or radio programme… this is also the audience that will tune into the nightly news and generally binge watch network or free-to-air television.  Use these platforms by targeting specific timeslots to showcase your products. You are sure to attract at the very least some curious customers.

 

5 Lead Magnets to reach your target audience and share your business content

We have already established the importance of creating relevant and useful marketing content for your target audience.  But how do you get your specific customer groups to find your content and engage with it?  Marketers suggest the use of lead magnets to spark customer interest and build customer lists.  A lead magnet is an offer that may be promoted to prospective customers in exchange for their email address or other contact information.

In marketing, one of the most useful pieces of customer information is an email address.  It is one of the most common forms of communication and in the era of COVID-19, a most direct method to reach both potential and existing customers.

 

Here are five lead magnets that you can use to generate useful customer data as well as share interesting, actionable content:

1.    Cheat sheet – A cheat sheet is a concise, how-to list or guide.  Usually a one-page document, it is designed to allow the user to understand the information being shared in short, bite-sized pieces.

2.    Resource Lists – A resource list is a compilation of useful contacts.  It may have a short description of each contact and how your audience can benefit from using them.

3.    Subject-specific Calendars & Monthly Planners – Whether it’s a content marketing calendar or workout schedules, offering a subject-specific calendar can definitely generate interest.  Likewise, a free monthly planner can help your target audience to help them in planning their daily activities.

4.    Workbooks – A workbook is publication that helps an individual to complete a specific task.  It provides examples and practices that allows the user to understand and replicate the activity for themselves.

5.    Infographic – These are short, easy to read pieces of content that incorporate both graphical as well as written information.  They are popular because they are easy to digest and very convertible especially on social media.

Of course, there are tons of other lead magnets but it is advisable to evaluate your business and use those options that are sure to generate interest and visibility for your business and ultimately help you to build your email database.

 

5 Strategies to Create Value for Customers

Marketing is such that differentiating your products and services is crucial to business survival.  Customers must feel that they are acquiring a value that cannot be had from any other business or brand but yours.  The emphasis for businesses must be on creating value for their target customers while seeing to their own profit requirements. How then do businesses capture and create value for their target customer groups … the following are five recommendations; 

1.    Provide the product or service you do best and most profitably – Whether it’s a product or service offering ensure that your processes are efficient and cost-effective.  This however is only the first part of value – all marketing efforts must aim to retain customers through consistent marketing strategies that keep the customer satisfied and build long-term loyalty.

 

2.    Ask for and use customer feedback – Customers love to give feedback but more importantly most potential customers would rather the honest feedback of current customers than your marketing material.  Provide outlets for and encourage customer feedback.  Use this information to inform how you proceed with current and future products.

3.    Create ‘win-win’ situations – Customers love that feeling of satisfaction that they get after a purchase has been made.  Likewise, your business loves the benefit of that customer’s business.  That’s a win-win situation.  Whether it’s price, location or quality, ensure that your marketing communicates the value of the offering all the while highlighting the product/service benefits and how the customer’s life will improve from the purchase.

4.    Make the encounter a full customer experience – Creating value for customer is not just about the sale, its about the experience leading up to the purchase.  Create a marketing strategy that makes it easy for your customer to move seamlessly through the buying process. 

·         Provide content that is easy to find, read and understand

·         Have customer service staff on hand to answer questions whether via phone or online

·         Respond to customer queries in a timely manner

·         Follow-up post purchase

5.    Build a VIP customer community – Social media has made it so easy for businesses to create spaces where their customers can hang out, share experiences and communicate with the business.  Dedicate a section of your social media platform or website to especially repeat customers.  Not only will they feel special but your business will also benefit from the ideas of a core set of customers.

Increase your business’ visibility with these 6 marketing strategies in 2021

If customers are unaware of your business’ existence it is quite unlikely that they will buy from you or use your service.  At this very moment, there are many businesses both large and small jostling for the attention of the varying customer groups.  Additionally, consumers are still distracted by the many events happening around them, both locally and globally.  Small businesses in particular, will therefore have to identify cost-sensitive ways to increase their visibility and remain top of mind.

The following are 6 marketing strategies to increase your business’s visibility in 2021

1.   Solve a customer problem related to the current situation

Customer needs are changing and new challenges are emerging.  In bringing new products and services to market, it is important to solve a pressing problem for the customer.  This will not enhance the business’ reputation, capture new customers for the business, increase profits and above all provide a product or service that gives peace of mind to the customer.

2.   Use influencers

Influencer marketing has continued to grow in significance over the past few years.  Influencer marketing is a form of social media marketing that uses people who have an expert level of knowledge or influence in their field.  In selecting influencers for your brand, ensure that the individual is knowledgeable and can connect with the vast majority of your target audience.  This ensures that the brand message is communicated clearly with the target audience. 

3.   Use mobile

According to CNBC, an estimated 2 billion people currently access the internet via their smartphone only.  This equates to 51% of the global base of 3.9 billion mobile users.   There is every likelihood that your target customer has a smartphone and will access your online information using their device; ensure that your website is optimized for mobile.  It should also be optimized for speed or else you may lose the customer.  Websites on mobile must also be readable, functional and pleasing to the customers’ eyes.

4.   Start a podcast or YouTube channel

Podcasts are becoming increasingly popular because it provides a platform for brands to connect directly with their target audience.  If a podcast is not already part of your brand strategy, here is an opportunity to get first mover advantage in your local jurisdiction.  More advanced markets such as the US already has 144 million Americans listening to podcasts.  On the other hand, YouTube channels have increased in popularity particularly since the pandemic.  Consider this, over 2 billion logged-in users visit YouTube each month, and every day people watch over a billion hours of video and generate billions of views. More than 70% of YouTube watch time comes from mobile devices. YouTube has launched local versions in more than 100 countries.  When will your brand join the party?

5.   Get found online

SEO, PPC and getting listed online will be crucial to your business’ visibility in 2021.  SEO or Search Engine Optimization helps your website to rank higher for searches based on relevant keywords.  PPC or Pay-Per-Click advertising is a great way to get ahead of your competition.  Target your advertising to platforms on which your interest groups, locations and offerings are well-defined this was you can track ROI.  Getting listed in relevant places will also increase your visibility.  Even though many persons (4.66 billion) are online, there are still 2.34 billion (based on the 7 billion estimated world population) who may use the business directory; ensure your business information is listen wherever your product or services may be required.

6.   Word-of-mouth advertising

Sounds old and cliché doesn’t it? But guess what, potential customers are more likely to trust the word of your existing customer than any piece of marketing material that they see online or off.  I cannot tell you how many products and services I’ve tried based on the word of someone who has used that product or service.  So encourage your customers to tell their friends and family about your offerings, especially when they have something great to say.