To make a profit, customers need to know about your product. To let them know about your product you have to get the word out that you are making something that is worth buying. This is essentially the function of marketing. However, in today’s digital world, marketing a product successfully has become a lot more complicated than it used to be. Luckily, to help you navigate the waters, you’ll find the definitive rules set out below. Keep reading to find out what they are.
Know your audience
The first rule of a successful marketing campaign is to know who exactly you are marketing your product to. While you may have always had in mind a certain group of people, it can really pay to do some serious market research into all the possible demographics that your item will appeal to.
Demographics is the way we split people up in terms of important qualities they have. That means it encompasses things like age, gender, class, and so on.
Of course, when working with demographics, you can further split down these strategies into smaller classifications. For example, class may be defined by how the customer identifies themselves, their wage bracket, their level of education, or property ownership. For this reason, it is important that you know what classifications you are working with. Then you will be able to compare and manipulate these in relation to finding the right market or even extending the one that you are working with at the moment. Something that can result in increased sales and profits for your business.
Taylor the approach to your area
Another key rule in marketing success is that you pick an approach that is specialized and suitable for your area. After all, if you are a legal company marketing your personal injury and wrongful death services using things like Snapchat or funny Youtube videos could be seen as being very flippant. Something that could portray your business in a negative light and put customers off using you.
That means it’s vital that you think carefully about the platform you use for your marketing campaign, as well as the actual content of what you are saying. You must pitch it just right for it to work to its full advantage.
To help you do this, you can go to professional firms like Berbay Marketing & PR for assistance. The advantage of doing so is that they will have experience dealing with a professional business like yours and will know what works and what doesn’t. Consequently, they can construct an effective marketing campaign while minimising trial and error. Something that can help you get the word out to potential customers quickly and efficiently.
Use a staged approach
The last rule, and what many people that are not in the marketing industry fail to understand, is that it needs to be a staged approach. That means marketing is most effective when you are taking different approaches at the same time that will appeal to customers at different stages of the buying process.
This is known as the marketing funnel approach and goes through three stages, each of which has a positive outcome for your business. The benefit of using this type of approach is that is meet the customer where there are, and helps to lead them to ultimately buying without using high-pressure selling techniques.
First marketing stage
The first stage is all about making people aware of your product and brand. There are many ways to do this including more traditional methods such as TV and radio adverts, but also methods more suited to the digital age such as online content.
In fact, online content is such a big deal because it’s cheaper than traditional marketing techniques and it also provides an opportunity for your company to engage with the customer even before a sale has been made. Many successful firms use this chance to offer their customers something in exchange for their time and interest such as entertainment and information. Consequently, this stage becomes less about ramming your marketing message down the customer’s throat and more about an equal and conscious exchange of resources (Time for the customer and value for your business.)
This stage also includes promoting such content through different platforms. Social media is enduring popular, as are blogs. Although with the cult of the Vlogger being something of a phenomenon recently it is also worth considering video content too.
This first stage is also where SEO comes in. Something that good content will help you with as the more inbound links you can set up the easier it will be for customers to find your product when they search related terms.
Second marketing stage
The second stage is all about convincing the customer that they actually want to put their hand in their pocket and buy what you are selling. It’s about them making the decision to buy, and a major element of this process is online reviews.
The reason for this is that they are easily accessible for people still on the fence as to whether to buy, and they can help provide assurance that they are making the right choice. Of course, this is only the case if there are more positive reviews than negative ones. Something that leads some firms to falsify them to skew the figures.
Unfortunately, this is not a great strategy in the long term because if you can’t deliver on what you promise, the review will eventually reflect this. Something that means you are just storing up problems to deal with later.
Third marketing stage
The last stage is when customers actually click that buy button. This is good news for your company because it means they have committed to buying your product and you have a sale.
This is the time to ensure that the buying process is as easy as possible. That means you need a great ecommerce site, and you also need to think about the delivery options that you use. After all, you don’t want to have guided a customer all the way down the funnel only to lose them at the last minute because they cant pay with PayPal or don’t want to wait 5 days for their delivery to arrive! Then all of your effective marketing techniques will have been in vain!