Are you a small business or b2b company, looking for a strategic marketing advantage?
Here are FIVE battled tested marketing strategies you can trust.
Each can be used alone, or in a combination with other strategies, to become highly effective in your marketing communications.
Why a Direct Marketing Strategy?
Most people when they hear or see the words, Direct Marketing, the first though is mail. Why not, everyone still has a mail box. For direct mail success, you need a customer-focus mentality to see and understand why your customers buy or not buy.
Scattered around are some of the tools required to use for building the strategy and marketing message.
For example, creating the copy for the campaign. When copywriting the next customer marketing message you begin to write, but before sharing with your team, consider creativity.
- Your copywriting must grab the attention of the readers.
- The copy must focus on them and not your company.
- Differentiate your product or service from your competition.
- Tailor your copy to relevant niche customer segments or profiles.
- Use as many of your customer’s favorite communication channels as possible.
- Tell them why they should buy from you and no one else.
That’s about as quick and concise way to mix creativity using direct marketing copy. But without creativity in your organization, you may be toast.
In 1947, Lester Wunderman was hired as a copywriter.
While there, he noted that their “mail order” accounts had the potential to be built into a broader line of direct mail business.
In 1958 he opened his first direct marketing mail agency and named it Wunderman.
(1920 – 2019)
Why a Data Driven Marketing Strategy?
Read any marketing journal or the many service providers daily emails, you’ll find across the board,from SmallBiz to the largest companies, there is a lack of understanding when, how and why using personal data.
Today’s marketing must be strategic and beneficial to your customers. Memorable advertising, with your marketing goals in sight, is to use collected good data to get the best return on your marketing investment.
Use a greater amount of personalized data for house lists or with clients and customers who have purchased from you before. After all, you talk with them, and they talk to you.
Conversely, with less personalized data, if you haven’t previously done business with someone, even though they fit some of the customer segments or profiles, you can be disappointed. If you guess too much personalization with prospects you do not know as well, they may see this as an invasion of privacy, stolen data, or made-up data.
Why a Customer-centric Marketing Strategy?
The customer is the center of your universe and all your products and services must meet their needs and wants.
To fix what’s wrong with marketing–or more specifically, your marketing–focus on the end game: revenue and relationships. Ask yourself:
- Who are your best customers?
- What do you offer them that’s unique, valuable and distinctive?
- How can you reach them to share your story?
If you manage or own a small business, every day is another challenge.
A Multi-Channel Market Strategy
How many of your customers use the star channel?
What about email? Social media? Sales force? Direct Mail? Video? The beat goes on.
You name it, customers have it. Therefore, it’s important to use multi-channel marketing. In each channel, stay consistent in branding, messaging, and creative activities. Analyzing buyer and prospect behavior crosses all channels which can enable ideas to customize the purchasing journey.
Once an optimized multi-channel campaign is up and running, it’s important to keep an eye on the future. Like doing some regression analysis. Using dependent and independent variables to test what worked and what didn’t. Future campaigns can be adapted and optimized to increase conversions and boost ROI.
Why a Digital Marketing Strategy?
Digital data is a lot of work. Interpreting data is more than a lot of work. Technology changes too fast. And the list can go on forever. As stated before, start simple with collecting data, looking for a variety of similarity within your contacts and your collected data.
When using data analytics, the collected and reviewed data will present more ideas on what a customer likes and buys. If you feel your marketing team is lacking in this area, don’t feel alone. You may lack the right person. You should have a person who is a problem solver. One who is not afraid to test assumptions. Willing to walk the plank for the company.
Further, the data analysis increases the odds of selling sell more products and turning more prospects into customers. Last, this work takes time, but it is necessary if your glamor is for marketing success.
Using data analytics is great in how your customers react to landing pages, email, social media messages, and yes, even direct mail. The analysis may likely tell you many ways to increase personalization accuracy and give you additional ideas for future testing.
Try mixing old and new data, examine the balance of the data that you have it may trigger a few marketing ideas. Even looking at existing customers and past customer behavior can add other changes to your customer profiles, segments, and vertical markets.
The data collected provides you with a better picture of your buyer’s journey after each marketing program created.