If you have a limited budget, a smaller team, or lack direction, a marketing plan can help you.
These strategies are fundamental as you generate awareness and revenue for your organization:
Know your audience.
A key mistake is thinking that “anyone” is your buyer. Larger companies may have a wider appeal, but smaller businesses are advised to focus on a specific niche. This is where they will have the most leverage. In order to develop a niche and appeal to buyers within that niche, businesses must understand their pains, problems, triggering events, and priorities.
What are the factors that influence a purchasing decision? What would be the outcome if they decided to purchase your product? Having this knowledge will assist you in creating messaging that is relatable and persuasion for your solution.
Think about your current customers and who you would want to work with. Creating a buyer persona will help you understand your ideal client.
Emphasize your value proposition.
If you can’t find a way to differentiate yourself from your competition, you’re going to have a hard time convincing anyone to work with you. Your value proposition is what will set you apart from others in your field and make prospective clients think you’re the best option. What do you do better than anyone else in your industry? Answering this question will help you make a stronger case.
Stay focused on singular goals and objectives.
There are a lot of different marketing strategies that you can use. It can be tempting to try to do all of them at the same time, but it is easy to take on too much.
It is more important to identify where the biggest impact will be than to try and improve everything at once. Focus on the one area that is most important for growth and set a performance goal for that area. Then work on the activities and tactics that will help to achieve that goal. Once that goal is achieved, you can focus on other areas.
Capitalize on short-term plays.
Start off small and gradually get larger. It’s important to see a return on investment quickly so you can keep growing and expanding.
Don’t focus all your resources on tactics that will take a long time to show results. You want to see results from your primary initiatives quickly, and SEO tactics usually take longer to show results.
If you have evidence that people are searching for your particular solution on Google, you may find that paid ads will give you a short-term ROI.
Double down on what works.
Successfully implementing a few initial experiments can help Fine Tune your focus by revealing what works best and should be repeated. As your company grows, it becomes increasingly important to invest more time and resources in areas that generate the most revenue.
Understand the power of existing customers.
This text is saying that it is more expensive to get a new customer than it is to keep an existing customer, so businesses should not stop marketing after making a sale.
Consider how you can better serve your existing customer base by identifying opportunities for repeat purchasing, upselling, and cross-selling. Your customers have already made a purchase and likely trust you, so focus on providing a good experience. This will give them a reason to continue doing business with you in the future.
Even if the customer doesn’t need any more assistance, you should still aim to please them. Good word of mouth is a powerful and free way to advertise.
Recognize the value of Word of Mouth Marketing.
Word of mouth is a great asset for any small business. It is the most effective and reliable type of marketing.
The more attention and value you place on something in business, the more likely it is to increase in value.
If I focus on and value the things that positive word of mouth does for my brand, the word-of-mouth buzz will increase.
Word of mouth is when customers tell other potential customers about their experience with a company. It can increase customer loyalty because happy customers are more likely to continue using a company’s products or services and may also tell their friends about their positive experience. In this way, word of mouth can be a powerful marketing tool that can help a company increase its customer base.
Ted Wright, WOMM pioneer and author of the book Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth, defines word of mouth marketing this way:
To identify your brand’s influencers, come up with an interesting, relevant, and authentic story that reflects your brand’s qualities, and share it as much as possible.
According to WOMMA, word of mouth marketing (WOMM) is any business action that earns a customer recommendation. WOMM is about harnessing the power of people to build brand awareness and loyal customers.
WOMM, or word-of-mouth marketing, is incredibly powerful and more effective than any other kind of marketing, according to Nielsen. Nielsen found that 84% of consumers all over the world trust recommendations from friends and loved ones.
Wharton School of Business states that customers you aquire from WOM (word-of-mouth) have a 16-25% higher lifetime value than those you acquire from other sources. Therefore, WOM will bring in loyal customers and increase customer retention rate.
Word of mouth is a solid way to increase the value of your sales, and analyzing what your competitors are doing right (and wrong) gives you an advantage over the competition.
You should prioritize WOM marketing strategies to ensure your brand’s success.
What is the best way to make customers loyal to your brand? By making them fall in love with your brand! Customers who are satisfied with your brand are more likely to tell their friends and family about it, and will remain loyal even when faced with competition.
A loyalty program that turns customers into brand ambassadors is an effective way to get more customers. This miniature marketing army is devoted to promoting your brand and spreading the word about your business.
Use free promotional tools.
Since you are only focusing on a limited goal, you don’t need to spend a lot of money on promotional tools. There are many free options available, so only pay for something if it will significantly improve your results.
Create a website to own your online presence.
But there are several things you need to avoid if you want to create a strong impression. A strong website is important for small businesses. It is a place to show who you are, what you offer, where you are, and how a potential customer can get in touch with you. However, there are several things you should avoid if you want to make a strong impression.
The text is saying that having your own website is better than relying on social media platforms, because your website will always be under your control and it can generate traffic on its own, in addition to being a place to send traffic from advertising and other marketing initiatives.
Your website can be a powerful sales tool if you know how to generate leads from website traffic.
Consider blogging to attract prospects for your website.
Blogging is a great way to get views from people who haven’t decided yet whether or not to buy your product. It also helps make you seem like an expert in your field to people who don’t know much about it.
To start a blog, you can use an inexpensive or free website tool like WordPress or Blogger to make a free site. Even if you only publish once a week, it will improve your website’s visibility online and help educate your potential customers on why they should trust your company.
Adding a call-to-action on your posts for visitors to subscribe to your blog and receive emails is a great way to start collecting leads and offering potential customers a way to get information if they aren’t ready to buy anything from you yet.
Treat the customer like royalty.
In a recent study, 82% of consumers said they have ended their relationship with a company because of a bad customer experience. This research emphasizes the importance of customer relationship management.
When 58% of consumers have a bad experience with a brand, they tell their friends about it—many of them on social media, where bad news does indeed travel at the speed of light.
WOM can have a negative effect on your brand’s reputation and can lead to its downfall.
The best way to deal with a loud and angry customer is to respond to their complaints and questions quickly. Almost half of all consumers say that how long it takes a company to respond to an inquiry is a crucial part of the ideal customer experience.
The first rule of good social media customer service is to respond to every question or complaint you receive as quickly as possible.
Even though good customer service experiences sometimes get talked about a lot, bad customer service experiences can do a lot of damage to a company, even if they don’t become widely known. This makes customers less loyal to the company and more likely to take their business elsewhere.
One way to make your customers feel like royalty is to add value without increasing costs.
Before you increase prices for planned upgrades, do some research to make sure the added features or services are desired and priced appropriately. Give existing loyal customers plenty of warning before prices go up.
Invest in ads.
As a small business, it’s best to invest in short-term plays with high buyer intent rather than organic traffic, which takes a while to build.
Google Ads work best when your target audience is searching the internet for your product or solution. However, if this is not the case, you may want to try social media ads. People on social media platforms are less likely to be interested in making a purchase, but if you specifically target them with your ads, you may be able to gain their attention.
Make sure you’re capturing web prospects’ information.
We’ve talked a lot about how increased visibility and traffic can help drive revenue, but haven’t gone into detail yet. A simple way to start generating leads or customers from your website is to implement a conversion tool.
The HubSpot Marketing Free tool allows you to add a pop-up widget to your website in order to collect email addresses from potential customers. With this information, you can send out promotional offers and convert them into paying customers.
Use email marketing to nurture leads.
Just because a lead has been generated from website traffic, it does not mean that they are ready to buy. It is important to keep the business at the forefront of their mind and encourage them to move closer to a purchasing decision.
Email marketing is a key marketing tool. In fact, most millennials prefer email communications from businesses.
This strategy is a way to communicate with customers that is easy, free, and scalable.
Email marketing tools can be inexpensive or even free. You can use them to send newsletters (with your new blog posts) and other promotions to your database. If you’re a small business owner with limited time for marketing, consider using marketing automation to make the process easier.
Manage relationships with a CRM.
Email marketing is most effective when you are sending emails that are personalized and targeted to the individual. Creating a customer database or using a customer relationship management system (CRM) is the first step in accomplishing this.
The CRM system stores data about potential and current customers so that sales representatives can more easily keep track of customer interactions and identify sales opportunities.
Determine your brand’s identity.
1. A consistent brand identity is important to attract new customers and look more professional. 2. A 2020 study found that nearly 9 out of 10 people are brand loyal, with nearly 25% being more brand loyal in 2020 than in 2019.
According to Jeff Bezos, the founder of Amazon, a company’s branding is what other people say about the company when its representatives are not present. In other words, a company’s brand is the emotions and opinions people have when they hear the company’s name. These emotions and opinions are a combination of the company’s brand name, logo, and design elements.
Optimize your website for mobile devices.
Let’s say you own a business and want more customers to find you online. It’s important to have a website that looks clean and easy to navigate on a mobile device, because most people use their phones to search the internet. A mobile site can also help with your ranking on search engines like Google. If you have a mobile site, Google may rank you higher on their search results page.
You don’t have to be a tech expert to build a mobile-optimized website. Most CMS platforms, like HubSpot, already offer mobile-optimized templates.