Think about all the data available today. Did you know 90 percent of it was created in the past two years? Okay, now pick your jaw up off the floor.
While that statistic is not directly related to this blog, it provides great insight into the sheer amount of information on the internet today. With all the clutter online, providing customers with a clear and concise online voice is essential to stand out from the crowd. Customers require a clear definition of your product and will stray away from unclear and confusing messaging. If your product is complex or complicated, an effective marketing and branding strategy is essential.
Branding
Branding wraps your company’s products, services, values and culture into one message aimed at positioning the company in your customers’ mind. It gives your marketing strategies a sense of direction, providing consistent brand identity with the goal of communicating your company as a whole. Effective branding increases both customer loyalty, marketing success and makes your company stand above the competition.
For an example of an effective branding strategy, check out Epp Concrete’s success story.
Blog
Blogging is a form of inbound marketing where your customers pursue you. It gives companies the ability to explain their products in detail and provide clarity to their customers. Potential customers seek solutions to their problems online, making blogging and inbound marketing essential for a company with unique or unknown services.
For instance, one of Transformation Marketing’s clients specialized in basement repair. Think for a second, how often do you research basement repairs? Unless you’re one of the few people with a fascination for basement repair, you probably won’t research it until you experience foundation problems. When potential customers begin Googling their problems, make sure your company provides the answer.
Inbound Marketing
While blogging is a major form of inbound marketing, there’s more to it. Inbound marketing earns attention from potential customers through blogs, content marketing, Search Engine Optimization (SEO), social media and other avenues. Effective SEO places your company toward the top of search pages, well-written content gives your customer’s trusted advice and your company industry authority, your services can be communicated through social media.
Our current age of information puts customers in the drives seat, and it’s your job to provide the GPS.
FAQ’s page
When your service is complex or unique, providing a well-written Frequently Asked Questions (FAQ) page on your website is essential. A well-written FAQ page clarifies your companies services for customers and dives deeper into how your services can solve their problems.
Find your niche
Whether that be a research strategy or a referral program, you must find your niche market. Marketing that targets “everyone” tends to be generic and umbrella-like; it never works. Apple has its own niche market, and so does the local, family-owned restaurant. Fortunately, tracking data makes this easier than ever. Business pages on social media provide companies with analytics feedback, as does Google Analytics and Adwords, and most website builder sites such as WordPress. While some of these products cost extra, such as Google Analytics and Adwords, the benefits greatly outweigh the expense.
Social media engagement
If your company does not have an effective social media strategy, you’re already behind. It’s estimated that there will be 2.77 billion global social media users in 2019. While this might seem like a daunting ocean, effective marketing, and analytic strategies will help find your niche pond.
Social media allows businesses to engage directly with customers, whether that be in the reply section on a post or through instant messaging. Businesses can push their inbound marketing strategies, services, products, and even host free explainers or webinars through Facebook Live. In addition, purchasing paid ads allow businesses to target potential customers by placing promoted posts directly into their feeds.
Outsource your marketing
Some businesses owners view marketing as a cost center, but this isn’t true. A well-researched and targeted marketing strategy will lead to more sales and profit, which often exceeds marketing costs. Effective marketing makes salespeople more effective and turns customers into advocates.
Hiring a marketing firm will guarantee your marketing strategies are effective, that’s their entire mantra. In fact, if you’re own marketing strategies are not working, outsourcing your marketing may even lower your marketing spends.