When first starting your business (and even later on), the first step is understanding to whom are you going to sell your product before starting a business. This is where a marketing checklist can be helpful.
These questions will definitely come to your mind:
- Who will buy your product?
- Who/Where will be your audience?
- How much time will it take to reach your audience?
- Will they buy your product?
When you know your audience, you can ensure the items you sell and the content you produce consistently resonate with them — and, as a result, boost conversions and improve customer loyalty.
This article will teach you about the importance of marketing to your audience and how doing so will help you convert more leads into paying customers as well as improve your customer retention rates.
When you market to your audience, everything you do is more likely to resonate with the people who matter most to your success — your leads and customers.
1. Know your audience
This is how you foster strong, long-term relationships between your audience and business as well as a sense of brand loyalty and advocacy over time.
Here is what you should know about your Audience:
- Review any current data and analytics
- Look to previous successes among your audience
- Create buyer personas
- Conduct surveys
- Keep an eye on your competitors
- Monitor audience feedback, comments, and engagements
- Experiment with content and updates to your products and services
2. Set benchmarks and start working on that
This is the one that scares sales, marketing, and executives. With any marketing, you need the track-and-measure step. Unfortunately, the world has changed since our budgets and goals were set. It’s time to re-examine them.
Traditionally we look at past performance data to get a feel for future budgets and goals, but we can’t look at last year or the past three months. It’s time to take your best guess at where you think you’ll be in May, June, and July for leads generated, sales opportunities created, visitors to your website, and site-wide conversion rate.
3. Prioritize existing customers.
A retained customer is far more valuable than a one-time customer. No matter what your current retention rate is, you should aim to improve upon it and foster longer-term relationships.
Every customer has a different value assigned to them depending on how much they spend with you and how often they return. There’s a specific formula for measuring the total value of a single customer throughout their entire relationship with you. With loyal customers, you could measure their value for the rest of their natural lives!
You may not think it makes a huge difference whether a customer has made one purchase with you or years of purchases with you, but it turns out that loyal customer spending habits are very different from one-time customers.
With many loyal customers returning more frequently, it’s much simpler to gain feedback and measure satisfaction rates. Focus on measuring levels of customer loyalty, as well as purchase intent, in order to identify the key reasons that your customers come back to your business. This is a great way to streamline the acquisition of important data metrics that can help you adjust your marketing strategy in the future.
Also worth mentioning, satisfied customers are far more likely to recommend your services or products to people they know.
4. Build a strong brand identity
It is very important to determine your brand’s identity.
Having a consistent brand identity to promote your business will make you look more professional and help you attract new customers.
5. Research your competitors
Competitor research involves identifying your competitors, evaluating their strengths and weaknesses, and evaluating the strengths and weaknesses of their products and services.
By looking at your biggest competitors, you can see how your own products and services stack up and what kind of threat they pose to your business. It also helps you identify industry trends you may have been missing.
By working on competitive research, You will:
- Understanding your market.
- Improving your marketing.
- Identifying market gaps
- Planning for the future
When you do competitive research, you’re analyzing the strengths and weaknesses of your competitors. You’ll often find that, by looking at the data, there is a segment of the population that is being underserved. This could put your business in a unique position to reach those customers.
6. Use both free and paid promotional Channels.
Marketing channels are platforms, tools, and strategies that businesses use to communicate with their target market in an effort to sell their products or services.
For example, you might use Facebook advertising to promote your new line of women’s clothing. Or you might hand out flyers to promote your next pop-up store.
7. Set up a website to retain your online presence.
A website is where you will direct traffic, collect leads, and provide useful information about your company. Having a web presence doesn’t have to be expensive or take a great deal of time to manage, but about one-third of small business owners are still not online, according to a 2018 Clutch survey.
It is difficult to overstate the importance of having a good website if you’re an online retailer. Design a good website, and you’ll attract customers, make sales, and grow your business.
8. Start blogging to attract attention to your website.
Blogging allows you to share information about your business and its services but it also allows you to share opinions and thoughts on certain topics. Blogging is a great way to create a personality for your company and makes your business more credible and approachable.
- Build/update the publishing calendar for your blog.
- Regularly post blog posts on your blog(s).
- Solicit guest posts from early customers and fans of your product.
- Repurpose existing blog posts:
- Record/post a video of you reading the post on YouTube.
- Turn posts into a podcast.
- Create an infographic based on the post.
- Create a presentation of your post.
- Promote your blog content:
- Send post to your email list.
- Promote on your social media.
- Email friends and relatives, and ask them to share if relevant.
- Send to other bloggers for feedback, and ask them to share if they like it.
- Add your latest blog post or landing page to your email signature.
- Submit your post to relevant aggregators and niche communities.
- Refresh old blog posts every 6-12 months
9. Online/Offline Marketing for your business
In today’s busy world, business owners are looking for the most effective marketing campaigns to promote their brand. Everyone wants to find the best ways to attract customers and prospects and get a strong return on their marketing investment.
Here are some reasons why offline and online marketing both have an important role to play when it comes to raising the profile of your business.
Customers continue to respond well to offline marketing and provide your targets with something tangible that can help your business. Think direct mail campaigns, flyers, postcards, posters, banners, print ads and more will lift the profile of your business and promotions.
In the digital age, it stands to reason that online marketing is going to help you reach your customers. Content marketing such as blog posts, videos and infographics, search engine optimization (SEO), email marketing, online newsletters, and social media will all help draw attention to your brand.
3 Benefits Of Combining Offline And Online Marketing
If marketing efforts are going to succeed then your business needs to be able to think like your customers and understand exactly how they access information and consume content. A blend of both digital and more traditional offline marketing methods gives you the best of both worlds and increases your chances to:
1. Stand Out From The Competition
2. Get Your Marketing To Work In Sync
3. Effectively Track And Measure
10. Establish a CRM.
CRM software will help you generate real-time sales reports, covering sales activity, team performance, profits and losses, and more. With this, you can access sales results anytime and anywhere. You can make it easier for your sales team to focus on innovation for business development through sales.
CRM software comes with so many beneficial features for every business. It can be adjusted according to your business needs. Here are a few main features of CRM software for business essentials:
- Sales pipeline management
- Sales team management
- Revenue forecasting
- Email marketing
- Call logging management
- Sales and report generation
11. Launch business pages on all available social media networks.
On Facebook, you can create a Facebook business page so that people can find your location and hours.
For any business, having up-to-date social media accounts will help you be found and engage with prospects.
12. Boost your Google ranking with SEO.
Maintaining and optimizing your profiles. social media has the ability to improve your search ranking.
Having your business rank at the top of results on search engine queries is very beneficial for your business. And, social media plays a vital role in this. The more your business is available on social media, the better your site’s SEO will be.
13. Research keyword opportunities to leverage SEO.
Keyword research is an extension of buyer personal research. You can use the person you’ve created to search for the best keywords for your brand.
You can create keywords that can match with the keywords typed in search engines to find your website. To find related keywords for your target audience.
Find the keywords which have maximum intentions. This will increase traffic to your website.
14. Optimize your website for mobile devices.
Nearly 84% of the global population owns a smartphone and often multiple types of mobile devices. That’s far more than the number of people with access to PCs and laptops.
In fact, many people use smartphones as their sole computer, making it the only way they interact with the web. It’s often the only computer that they have. Either way, most people carry their smartphones everywhere.
Unsurprisingly, mobile traffic has increased dramatically over the past years. It has surpassed desktop usage, with over 54% of all traffic on the web coming from mobile devices and it’s still growing.
If you don’t like the way that the page is structured or the content is hard to read, you’ll probably look elsewhere for the information that you want. Now put yourself on the other side of the equation and consider just how many users you can lose if your website is not optimized for mobile. By ‘optimized’, we mean that your website should look amazing on smaller screens. It should also load fast and be easy to navigate and interact with.
15. Add relevant photos and video content.
You can also upload some relevant videos or photos on your website or on your social media, it will attract people’s attention to your product and services. To keep up with these trends, it’s a good idea to make a few marketing videos.
16. Build out your social media strategy.
Over the years, different brands have built a large number of social media followers and gained lots of clients on a consistent basis.
While Facebook will be a great tool for local searches and reviews, platforms like Instagram, Pinterest, and Twitter will offer you even more opportunities to share your posts, content, and promotions.
If your customers can purchase your products or services online, these platforms will also give them another way to find you.
To grow your business on social media, you must get your followers to engage with you. Engagement is the key to selling on social media.
When you share people’s content on social media, tag them. The people you tag will get notifications that someone just tagged them. The publisher may post a comment thanking you for the share. That attracts more eyeballs to your business social profile.
17. Use social media for customer service.
A two-way conversation, or social connection, has long been the intended purpose of social media. We’re now seeing social media platforms used to grow business by:
- Raising brand awareness
- Marketing products or services
- “Listening” to consumers
However, many people having an issue or question look for a quick solution by using social media for customer service inquiries on a frequent basis. In fact, 67% of consumers prefer a brand’s social media for customer service necessities.
Ultimately, creating a brand with an incorporating and helpful community via social media is the goal of any business.
In order to be effective, using social media for customer service must now become a part of your overall social media strategy.
18. Use an email marketing strategy.
Having an email marketing plan is an excellent way to approach email marketing. Your strategy should include things like:
- What incentives to offer to get people to register for your list.
- How often to send emails and what type of content to include.
- Tests to make to find out what emails/messages generate the best results.
- Ways to split up your list based on customer profiling.
- What are your email marketing goals? (educate users, make sales, etc.).
- Email optimization is essential for every email you send out.
By email optimization, we mean taking the necessary measures to ensure that your emails will get delivered to the right audience. Optimizing your email open rate (the number of people that will open your email). Optimizing your click rate (the number of people that will click a link in the email). Measuring, monitoring, and improving the above points will help you run profitable email marketing campaigns.
19. Offer coupons in newsletters or on landing pages.
Offer coupons or some discounts on your product. This will increase the crowd of customers for your product, they will be willing to buy cheaper goods. And if they getting the same from you at a lower rate from the market, then what is the loss in it?
20. Offer a free webinar.
This would be impressive if you will offer free webinars from time to time, It will help people to know your brand so that they will be curious to know what services you are providing to the customers and what special is there in your product.
21. Encourage happy customers to share their experiences.
If you want a scheme that pays off long-term, you’ll need to start gathering data on your potential customers. Collecting customer data allows you to adjust your marketing plan to your customer’s feedback.
So how should you go about collecting customer data?
One of the easiest ways to collect customer data is by adding a customer feedback survey to your website. On the survey, you should ask questions like:
- Suggestions for making our website more user-friendly?
- What features and functionalities do you like the most about our product or service?
- How did you find us?
- Are there any limitations to our product?
- Why did our product or service become your choice?
- What are the best things you have found in our product or service?
This way, you will get answers to your questions and you can make a lot of improvements in your business and strategies by implementing them in your plans.
Use this marketing checklist to get started on marketing your business, attracting customers, making profits, and growing your business. If you need a helping hand with this, Low Cost Web Agency is here for you. We can help your business with its marketing operations; from attracting new customers to keeping older ones interested in your business. Let’s work together to get the attention your business deserves.