After establishing your brand identity and value proposition, which addresses your target audience's pain points and explains why they should choose your business over competitors, you need an omnichannel marketing plan that will help reach your audience (read: spending a few dollars a month for a Facebook ad or posting on Instagram a few times a week is not enough) and tell your brand's story. Not all marketing opportunities are created equal, though; it's important to determine how to reach your ideal audience.
Here are some marketing tactic examples:
Digital marketing: Website, email marketing, social media channels, search engine optimization (SEO), content marketing like blog posts and articles
Advertising: Print advertisements and digital advertisements like social media and Google ads, yard signs, local radio, television or billboards
Promotional marketing like branded giveaway products
Public relations: Customer relationship management (loyalty programs and excellent customer service), event sponsorships, press releases, reputation management, partner/influencer marketing opportunities, event hosting, and networking opportunities
The most effective marketing tool at your disposal? Word-of-mouth advertising from happy customers who can't wait to tell their own networks about their experience of working with your business. Word-of-mouth advertising builds credibility and has the ability to spread quickly, and the major bonus: It's basically free! Some ways to encourage your customers to spread the word about your business include asking for reviews, requesting user-generated content (asking customers to post photos on social media, for example), and incentivizing customers with a referral program. Word-of-mouth advertising hinges on excellent customer experiences, though, so be prepared to go the extra mile to ensure your customers are thrilled with your product or service.
Choosing the tactics that will best reach your ideal audience requires an understanding of your target demographics and where and how they consume information as well as setting a budget and setting your marketing goals (are you building brand awareness or trying to drive sales?). All marketing efforts should tell a consistent story with a goal of building trust with potential and existing customers to ensure brand loyalty and long-term growth.
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