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Effective marketing campaigns have the potential to put businesses on the map and boost sales, but what happens when your strategy falters or you don’t achieve the results you were hoping for? Marketing is complex, and there are multiple factors that contribute to success. If you’re looking to elevate performance levels in the future, this guide contains a host of forward-thinking strategies to help you achieve your objectives.
We have access to more data than ever before. Business owners and marketers can collect and analyse data continuously, using information to inform decision-making, highlight strengths and identify areas for improvement. Use analytics from previous campaigns to pinpoint and tackle problems and gather useful information that will help you enhance future campaigns. Establish metrics that align with your objectives and use the data to implement changes. If you were hoping to attract more traffic to your website and convert more leads, for example, focus on traffic flow and visitor numbers and use the data to see how web users find your site and what they do once they land on a page, click on an ad or open your homepage. If the data shows that traffic hasn’t improved significantly, or that prospective customers are leaving the site when they reach the payment page, for example, you can use this information to resolve issues. You may find that a new SEO or paid ads strategy helps you to boost visitor numbers, or that creating a simpler checkout process helps you convert more leads, for example.
Getting to know your target customer is fundamental to achieving results in marketing. Whether you are promoting products or services or simply trying to raise awareness of your brand, learning more about your ideal client is beneficial. Use market research and engage with your customers. Encourage them to share ideas and feedback and make suggestions. Carry out surveys and questionnaires, host virtual or in-person focus groups and gauge reactions from customers before you launch new products or implement changes to the service you provide. Test products, get ideas about logo and packaging designs and test different themes and layouts for your website or app features, for example.
Consumers want to buy high-quality products at competitive prices, but increasingly, they are drawn to brands that have a clear identity and set of values. More than 80% of people now prefer to buy from brands that share their values. Using your marketing campaign to tell people about your brand, as well as the products and services you sell is an effective way to encourage engagement, set your business apart and attract more customers. Establish your values, let customers know what they are and why they matter to you and back up words with actions. Provide details about corporate social responsibility and initiatives, programmes or charities you support and let people see the human side.
Social media is an incredibly powerful tool for conveying brand messages and allowing customers to find out more about your brand. You can use posts, images, reels and clips to share your story, interact with followers and show prospective and existing customers what your business is all about. It’s also a fantastic idea to consider working with a corporate video production company to create a video that promotes your brand and showcases it in the best possible light. Video is an increasingly popular form of media because of its ability to captivate audiences, provoke emotional responses and break down information. From product descriptions and demonstrations to charity campaigns and behind-the-scenes introductions to brands, there are all kinds of ways to promote your brand through slick, professional videos.
Advances in technology and software have changed the way we track progress and assess performance in terms of marketing campaigns. Today, it’s possible to monitor developments and performance levels continuously rather than waiting for data, such as quarterly or annual sales figures. Once you have identified key metrics, you can assess and evaluate your campaign in real-time. This enables you to spot weaknesses and resolve problems as quickly as possible and it also allows for greater flexibility, adaptability and agility. Using reliable data also eliminates guesswork, meaning that you have an accurate idea of the impact and efficacy of your campaigns.
Creating leads is only part of the mission for marketers and sales teams. The next step is to encourage the customer or client to take the next step and proceed through the sales funnel. To increase your chances of making sales or ensuring prospective customers join an email list, contact your business or sign up for a subscription, it’s beneficial to understand what motivates them to make that decision. What makes the difference between going to the checkout and making a payment and abandoning the cart and shutting the page or app down? Encourage customers to provide feedback, test different features and calls to action and consider running promotions or offers to persuade buyers to take the plunge. Often, setting a deadline or incorporating a timed element can push customers to take the all-important final step. You may decide to share a discount code that decreases in value every hour, or you might set a deadline for taking advantage of a flash sale or a saving on a specific product or service, for example.
Investing time and energy in a marketing campaign that doesn’t work is hugely frustrating. As a business owner, it’s natural to want to achieve the best possible results when you launch a new campaign or refresh your strategy. If you’re on a mission to elevate performance levels, there are several steps you can take. Use analytics to identify weaknesses and make changes, get to know your target customer and use your campaign to share your brand values and tell people about what the business stands for as well as to promote products and services. Try to understand what motivates consumers to move through the sales funnel and track performance continuously.
This is a collaborative post.
Welcome to Birds and Lilies! I'm Lou: mother, blogger and freelance writer. This is my lifestyle blog, where I talk about motherhood, infertility and IVF, beauty, my love for food and wine, as well as my thoughts about stuff, and our real-life and travel adventures.
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