Imagine spending hours of your day trying to grow your business and getting nowhere near the results you’ve promised yourself. That’s precisely the scenario with marketing strategy to your specific industry; everyone thinks they’re the experts until they realize it’s not a cakewalk.
Marketing is evolving every day, coming up with new ideas to attract customers. And every time we find a new way, the old one’s become obsolete. So, can anyone be an expert in the area? Well, no. However, you can make sure to use the best methods and stay updated with the latest trends.
A marketing strategy is supposed to create brand awareness and build a pipeline of qualified leads to increase sales. When you own a small business, it can get challenging to get the word out due to fewer resources and less visibility. When you’re bound by a limited budget, small team, and even a lack of direction, customizing your marketing strategy for your specific industry can guide you to upscale your business.
Ask The Right Questions
The first and foremost step toward solving any issues is asking the right set of questions. Some of the most important and relevant questions need to be asked, customizing your marketing strategy for your specific industry.
- What were your business objectives when you first started?
- Who are you customizing your strategies for and what segments do they belong to?
- What are the needs and desires of every segment?
- How far can you stretch your budget?
- What are the sales triggers that can help just at the right time?
- What will be the maximum cost of acquiring a new customer?
- What message and content are to be positioned for each customer segment?
The bottom line is by customizing your marketing strategies is to meet the goal and increase your business awareness.
Use Previous Data
Marketing decisions and strategies all are based on data. Due to the excessive data and information marketers sometimes may suffer from infobesity. With your customer service team and email lists you have, you can never fully personalize the buyer’s experience. To overcome this inability you can take help from different behavioral and contextual factors.
- Behavioral Data, Behavioral factor reveals the information about the visitor’s action when viewing your website. Clicking on certain links, average time spent, number of visits, or which page they visited.
- Demographic Data, Demographic factors include the name, title, location, contact and email details of the visitor. This can be obtained by making the visitor fill out the personalized form to know them better.
- Filmographic Data, Filmographic factors are the industry & company name, number of employees, and revenue, which is useful for B2B companies.
- Contextual Data, Contextual factor monitors the customer’s device, location, time, and browser type by getting them to subscribe to a newsletter or a free demo.
Monitoring and segmenting your customer’s behavior patterns can tell you everything you need to know to customize your marketing strategy.
Manage Relationships with CRM
When starting with customizing your marketing strategy, marketing has to be effective. For marketing to be effective, it’s important to send the right message, to the right set of audiences, just at the right time. Implementing a CRM solution can be hugely beneficial in this situation. The CRM will store the information of your leads, prospects, and customers so that you keep track of your interactions and identify sales opportunities more effectively.
However, the effectiveness of CRM usage is going to depend heavily on you to leverage its features the best to meet your specific needs. CRMs are solely built for better relationships with your customers it’s in the name, after all. Using CRMs can benefit your marketing efforts by giving you a better sense of the target audience, finding new customers, and identifying the latest trends and preferences.
Make Personalized Conversations
A rookie mistake is thinking that everyone is your buyer. Large companies may be able to appeal to a big market but for you, you have to pick a niche. To pick a niche you must understand your buyer’s pain, problems, events, and priorities. And just like that, when you know your audience, only then you can make a personalized conversation with them.
Start from welcome emails and other forms of personalized postings such as newsletters, campaigns, and other tailored conversations. According to Adobe, more than 40% of consumers get frustrated with impersonal emails. Emails are the most preferred way to communicate with customers. Social media is the next loved communication channel. And personalized marketing strategy can do wonders in that. To get connected with your customers on a personal level use a high-performance tool, Picktime. Picktime is a web-based business event scheduling software. Tailored to serve every business need from medical to driving schools to educational use.
With Picktime you can book meetings 24×7 at multiple locations and get SMS and email reminders. Picktime provides a separate personalized booking page for every business. You can also sync your calendar ( Google/Apple/Outlook ) with Picktime calendar and access it from anywhere, anytime. Using Picktime you can view end-to-end detailed reports of all your bookings and business activities. Sign up today for free!
Invest in Ads
Regardless of the size, advertising is a crucial investment for businesses. Since you’re starting as a small business, organic traffic takes a while to build. Investing in short-term plays and targeting the buyer with high intent are great to achieve short-term wins. Advertising has different types for different types of businesses. It helps in increasing your brand exposure and helps you achieve your goals quickly. Some of the ways advertising can help in customizing your marketing strategy:
- Stay ahead of the competition
- Boost Your Reputation
- Acquire New Customers
- Retain Existing Clients
- Build Awareness
- Educate Your Consumers
Google ads would be perfect if you know your target prospects are searching the web for products or solutions. You can also consider social media ads. But it’s important to note consumers on social media have less buying intent, but with exact targeted ads and impressions, you can gain the interest of your audience.
Power of Existing Customers
The perfect equation of ideal business growth is not acquiring more and more clients but also serving the best to your existing customers. On average it costs at least twice as much to acquire a new customer than to close a deal with an existing one. This means you should not stop interacting with them once they’ve made the purchase. Identify opportunities for repeating purchasing and cross-selling. Because your existing customer has already made the purchase this means they liked your product and trust you. If they’ve had a good experience, they have a reason to do business with you again whenever the need arises.
Even if it doesn’t, you should still make them feel delighted. Good word of mouth is a hard and very powerful tool.
Capitalize on Short-Term Goals
When you start a small business, you start scrappy. As it scales it’s hard to see ROI sooner. In the initial stage instead of aiming for high, try achieving short-term goals. And when you achieve that, this will give you momentum and steady cash flow to put toward larger projects and long-term plays.
Meaningful Thank You and Apology Mails
Everyone likes being appreciated and thanking your customer for the purchase they made is a form of appreciation they’ll receive from you. This could also include only visiting your website or social media accounts. Sending a thank you mail or having a thank you page, is the perfect way to build a deeper relationship with your customers.
Making mistakes is in human nature, not a big deal. But to acknowledge them and correct them is precious. Apology emails are extremely valuable tools, to get attention and create a personalized connection with your consumers. It should have the right and sincere tone, sometimes a touch of humor can do wonders. Or the evergreen apologizing with a gift, by sending a coupon or freebie can beat everything.
Implement, Analyze, Adjust
And now the final step in customizing your marketing strategy and one of the most important. A solid plan or strategy starts with all good intentions. But then other tasks intervene, and people get busy with clients, paperwork, meetings, and whatnot, and marketing plans get put off.
That is why after implementing a certain plan, analyzing is important. Track both the situations after and before implementation. And ask yourself, did the strategy execute as expected? How much impact does it have on web visitors and search traffic? How many new leads did we generate?
Only by analyzing the performance, you can see if you’re drawing the right conclusions and then do the right adjustments.
There you have it, your tips for customizing your marketing strategy. Now you know the secret to outperforming your competitors and running a successful campaign.