Creating an effective marketing strategy is harder than it has ever been. This is because there are so many platforms and social media channels potential customers are using, and they are accessing them from a range of different devices (such as smart phones, tablets, laptops and desktops). If you are finding it challenging to wrap your head around the shifting digital marketing landscape, you’re not alone. According to HubSpot’s State of Inbound 2017 survey, ‘moving into a modern marketing strategy’ is one of this year’s major marketing challenges.
In recent years, the world of digital marketing has been dominated by technology as companies turn to using data-driven segmentation to target customers and prospects. However, while technology will always remain a vital part of marketing, these days and moving forward, there is also a larger emphasis on creating powerful buyer experiences.
In this article, we’re going to give you 3 simple tips to kick-start your modern marketing strategy so you can make sure your digital marketing efforts have the greatest impact possible, today, and in the future.
Understanding how buyers interact with people and businesses is one of the most important factors for creating a successful modern marketing strategy. You need to be able to understand the needs, goals, behaviours and personality of your customers. If you can speak to your customers on a personal level and tap into the need for consumers to feel unique and connected, you will be way ahead of your competition. So how do you give consumers what they want?
In case you are unsure of what a buyer persona is, it’s a representation of your customers. Buyer personas can be created through research, surveys and interviews with your target audience. You can include a mix of customers, prospects and even people who have gone through the sales process but never purchased from you.
Your business database or customer relationship management system (CRM) is a valuable tool for identifying the needs and behaviours of your customers. By spending some time investigating the data you have on your customers, you can learn quite a lot. Because CRMs contain information about customer behaviour and preferences, you can also use it to improve customer satisfaction and retention. CRMs not only help you identify customer needs more effectively, but they also allow you to up-sell and cross-sell, which of course increases your revenue.
It might seem obvious, but a simple way to know what your customers want is by asking them. You could conduct a customer satisfaction survey, which will not only make your customers feel important and valued, but will also provide you with great insights. The important thing to remember is you shouldn’t ask for feedback if you aren’t prepared to make any changes.
If you want to stay on top of the modern marketing game, it’s not enough to just have a website, you should also have a strong social media presence.
The modern marketing era offers a range of different channels to market and grow your business. However, the most important thing to do is to understand where your audience is and concentrate on those channels, rather than trying to be everywhere. The other important factor with modern marketing is to ensure you have consistent branding across the board. Don’t have one brand voice on social media and a different one on your website. No matter what content you’re producing – from blogs, to videos, e-books and beyond, you need to adopt a single voice that is recognisable as your brand.
As we mentioned above, technology has played an important role in digital marketing. These days, technology offers marketers greater insights about their customers than ever before. From demographics to behaviours and interests of your customers, you can understand and target customers on a truly personal level.
Once you’ve discovered the goals and needs of your customers, you can start to segment accordingly. How? Through marketing automation. Marketing automation is software that automates your marketing, helping you streamline lead gen campaigns, segmentation, customer retention, ROI measurement and more. Research from HubSpot has found that those who use marketing automation receive twice as many leads than those who use mass email software. If you’re not already using marketing automation, now’s the time to start.
These are just a few of the ways you can create a modern marketing strategy for your business. There are of course many more, but start with mastering these simple tips first and you’ll be well on your way to having an effective and impactful modern marketing plan.