can lead to many benefits in the overall growth of your company and employees.
When evaluating existing marketing and selling programs, we always find a variety of solutions and ideas to enhance your company growth. There are leadership skills that come with creative marketing strategies. And we all know the importance of leadership.
Selecting the best strategy or using a variety of strategies is common, but first do your homework. Just as you can’t fit your feet in a shoe size smaller than yours, you need strategies that work well with your staff and marketplace.
I have selected five battle tested strategies, from the past to present day digital landscape, used for small businesses. I like to call them creative strategies because they help you build a base for all your marketing and sales techniques.
I made a presentation way back in 1993, at a business trade show in Chicago, on how to use creative strategies in direct marketing, one-to-one marketing, and relationship marketing. Those were creative strategies in that era.
In addition, I discussed the importance of gathering customer data and analysis to add some strength to a firm’s strategic marketing plans.
A customer-centric marketing strategy.
The customer must be at the center of your universe and all your products and services must meet their needs and requirements. Not just in the beginning of a purchase, but every time the customer makes a purchase. People don’t purchase products or services – they buy solutions.
If you Google customer-centric marketing, you will uncover a ton of definitions. To keep it simple, I’ll use the following information that hits on a couple of high notes of experience.
Customer-centric marketing means to fulfill all the needs and wants of each customer with a desire to help them reach success and doing it all with a smile. If you want to experiment with the principles of customer-centric marketing, you need to learn the “how” from your customers, one-on-one.
1. Learn as much as you possibly can about all your customers and prospects who may only purchase on an irregular schedule. For example, ask how customers use your product or service? How do they make a purchase decision? Always be aware of potential privacy issues.
2. Share your product and service features and benefits with your marketplace. Give buyers more ideas on how to use your products. Consider the idea your company is a solution provider. Working closely with your purchasers to provide a special service or product that is very beneficial to them.
3. Treat your customers with value added, no cost services.
4. As you learn more about each customer, keep fulfilling their needs and wants to exceed their expectations – because a happy customer gives you more marketing data and can even tell others.
5. And when customers are happy, they give you testimonials. Testimonials are a great addition to your marketplace communications and especially customer service and the selling team.
Why use a direct marketing strategy?
You need a customer-focus mentality to see and understand why your customers buy or not buy. There is nothing better than weaving a direct marketing strategy and its many tactical choices to reach, attract and sell more to your target market audience. In one word, AWESOME!
Direct marketing is also an interactive system of marketing and selling using two-way communication in your marketplace. Effective direct marketing uses more communication channels to obtain a measurable customer response and enables you to record and analyze the data about that event.
The direct marketing strategy, as coined by Lester Wunderman in the 1950’s, “is advertising directly to the consumers mailbox with less competition.” An advertising message, sent to a consumer, provides a direct path to the person’s mailbox, with less noise from the competition.
For example, the United States Postal System is moving toward digital, but not at the expense of direct mail, but using it with direct mail. (See the post Informed Delivery from the USPS.)
Why a use multi-communication channel strategy.
Multi-communication channel marketing enables you to use a variety of communication channels to reach your customer. For example, direct mail, e-mail, landing pages and the numerous channels in social media, are hitting their target market with very good results.
The customer is the center of your universe and all your products and services must meet their needs. Many times, more than not, it’s wise to make sure your database used for prospects and customers in your marketplace records what channels are used and by whom. People don’t buy products or services–they buy solutions.
Why a data driven marketing strategy?
May I quote, according to Fospha, “Customer Data Platform Specialists,” director Sam Carter stated that:
“Without fully integrated customer data, businesses are unable to fully engage their customers and drive conversions at sustainably low cost, retain customers and build brand loyalty.” 2016 publication.
At a ClickZ’s webinar, August 23, 2017, Maximize Your Customer Data, a definition of personalization is defined as, “communicating differently with a customer based on their characteristics, to optimize customer acquisition, retention and lifetime value.”
Plus, according to McKinsey, personalization can result in a sales uplift of 10%, and increase return on investment on marketing spent by a multiple of eight. Without data management, everything else you build in your marketing model, is wasted.
The analysis of data will help one to determine isolated trends, regions, or time periods to compare with your other data from traditional campaigns.
Designing solutions for your small biz to attract and retain buyers, using end-to-end visibility into all campaigns, from impression to revenue. This can easily combine data from a variety of sources to obtain new insights into marketing and advertising.
Why a digital marketing strategy?
There are different types of customer profiles, behavior, and competitors. Designing solutions for your business to attract and retain customers, and gain visibility into all campaigns, from impression to revenue is extremely valuable. Yes, it comes at a cost. When your strategy allows you to easily combine data from different sources to get new ideas, value is usually recognized.
Develop and create a marketing and selling campaign driven by your customer data and paid‐search strategies, should be measured by key performance indicators (KPI) you created.
In a small business and a b2b company, you can start to learn to increase your proficiency in social advertising, use Google AdWords, and Google Analytics to find meaning in user behavior. Determine if your competition and other firms within your industry are using digital marketing and if so, learn why and how.
A small business and b2b marketing and selling fact remains that those who
“have a need for what you have to offer must be aware of what you have to offer.”
In many ways you can see it pays to have a strategic marketing and advertising approach in all your marketing and selling communications with your marketplace. Think of your strategic marketing plans like a good home-grown recipe. What I mean is, you use a little of one strategy and a bit of another, to stay in the know about your clients and prospects.
Thanks for reading and please share with others – except your competition! Your time is truly appreciated.
Learning and doing, marketing and selling ideas, is what you’ll find at Direct2Customers community.
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Thanks again for reading. Questions? Mdoc@direct2customers.com 800-251-3608 (USA only)