HIT YOUR MARKETING SWEET SPOT
For a business owner of any size, marketing should be a key part of your business strategy to both attract new clients and to help keep current customers loyal to your brand. However, for your marketing to be successful, particular in the business to consumer market, it needs to be well-informed, creative and really engage your audience to keep them coming back or to spark an initial interest/love for what you’re doing. It’s not always easy to know when to start, especially when you’re busy running your business and perhaps marketing ‘isn’t your thing’. So, we’ve pulled together a few suggestions to help get you started.
Get to know your audience
Before you can truly be creative with your marketing campaigns, you must first understand your audience and what drives them to make their purchasing decisions. You can find this information by simply asking your customers some questions – although this can take a fair amount of time if you want to capture a wide range of information form a large group of people. Surveys, and data from your website, email campaign software, EPOS system or your social accounts are also great places to start. Although it may seem overwhelming, you shouldn’t be afraid of data – for such a little word what it represents is very powerful. Data can help give you an in-depth understanding of your audience demographics; their interests and buying behaviours and help you plan your creative campaigns based on this valuable information. does this well. As a makeup brush brand, it has displayed a clear understanding of its audience which has helped it to grow as a business from a garage set up to now become a company valued at £8million.
Don’t forget to brainstorm
Sometimes in our busy environments, it’s easy to forget the real benefits of taking time out to think and brainstorm ideas. By stepping away from your computer screen and picking up an old fashioned pen and paper to go back to basics, you may find that your thoughts run free and you are able to let loose a lot more of your creative ideas. You can either do this solo or with a team but either way, get those ideas down and don’t forget to look at seasonal concepts and ideas around national days.
Only use the right channels
Any marketer worth their salt will tell you that no matter how creative you are, if you are not reaching your audience through the right platforms, that activity is near pointless. Once you have identified your audiences you’ll be able to map out where they are interacting and getting their news/information. For example, if you are predominantly looking to target 50-year-old males but are sharing most of your content through Instagram which is known to be a more female dominated platform with the majority of users aged between 18-35, you’re almost certainly going to be wasting your time. Recently formed is good at choosing the right platforms. Although the club has a presence on Facebook, followers on Twitter and Instagram are much more significant with 1,774 and 7,188 followers respectively. On these two larger platforms, this is where they have more conversations with followers and where the group appears to be building a loyal audience base.
Get your messaging right
Messaging should be another central element for your marketing, with your tone of voice and brand guidelines being a key consideration at all times. Think about what you stand for, your key selling points and the message you want to get across. For example, Lush has very much established themselves around the animal friendly and cruelty free route, being known for its friendly and enthusiastic staff. This is turn has created a very loyal audience base who are happy to share products and interact with the brand on social media. Overall, the tone you use should be consistent on and offline, using the language that your audience understands or expects whether that’s a casual, friendly tone of voice or a more serious, factual tone that is associated with more corporate, business to business communications. This should then be used across all marketing channels to ensure consistency alongside brand colours and fonts.
Utilise the power of video
Adding visual content to your marketing can be done easily through video content. share a lot of video content as a simple way of promoting things to do and see in Cardiff which can be shared on the website and through social media channels. Any business can upload content either through YouTube or by sharing directly through social media channels like Facebook, Twitter or Instagram. In 2016, more than 60% of marketers and small business owners said that they planned to , with 62% of marketers rating videos as an effective content marketing tactic in 2016. The success of video doesn’t seem to be slowing in 2017, with more than watched on YouTube every day. Most smart phones now have pretty good cameras so it needn’t be a costly element to incorporate and social video is an easy way to start – Facebook Live or Instagram stories can help you build your confidence on camera. Start small and build up to multiple channels if they are relevant over time. Don’t feel pressured to do everything at once.
Get involved with relevant topics
Staying relevant should be a priority when it comes to your marketing. It’s what makes you memorable and keeps people talking about your brand during peak events. For example, when the Rugby World Cup came to Cardiff in 2015, the iconic rugby stunt was featured in the walls of Cardiff castle to promote the event.
However, local brands were quick to jump onto this and thanks to a little help from Photoshop, they were able to use this image for their marketing activity. was one of these businesses having featured one of their famous burgers in the wall for social media. This satirical stunt was popular with social media users and allowed them to be a part of the conversation in an incredibly memorable way.
In order to be creative and successful in doing so, you need to fully understand your audience, how they like to be communicated with and the type of content that they are likely to respond to. By having this initial understanding, you will be able to design creative campaigns across all platforms whether that’s content, print, video, social media or even outdoor advertising.
For more great tips for your business, stay tuned to memberoo.net!
Give your business a loyalty boost
If you’re a store owner, you don’t need to install a robot to enhance the shopping experience. But the smartest stores are realising that they need to know more about their customers to start serving them better. That means encouraging them to share some of their data by giving them something valuable in return – special offers, discounts, the opportunity to be part of a club. That’s what Memberoo was built for.