Marketing has evolved at unprecedented speed during the pandemic. Technology has created a massive digital transformation. Messaging moved to emphasize authenticity and human connection.
Yet by focusing on what’s most important to connecting with customers and improving their experience, we get better results. These profitable strategies will help boost your marketing:
1. Refine your promise to your ideal client
A thoughtful organization knows its ideal customers so well that it can identify what they need before it knows what they need. This was the case for many companies that survived the pandemic. They acted quickly to identify new pain points and launch solutions. They have been rewarded by the loyalty of their customers.
When you know your customers’ needs, you can make powerful marketing promises that get people to lean in, rather than tune out.
2. Create an exceptional experience
Marketing becomes cohesive when you connect sales and customer experience. We can’t stop engaging with prospects once they become customers. We need to nurture relationships and create an exceptional customer experience so they repeat and refer.
As a Certified Duct Tape Marketing System Specialist, we focus on the hourglass and its seven stages. For prospects to buy and become brand ambassadors (active referrers), they must sequentially go through these stages: know, like, trust, try, buy, repeat and refer. Content should drive brand awareness, lead generation, lead conversion, and customer experience.
Side note: Learn more about the hourglass philosophy from my mentor John Jantsch, author of “The Ultimate Marketing Engine: 5 Steps to Ridiculously Consistent Growth,” which was named by Forbes as one of the top 20 marketing books to read in 2022.
3. Think Total Online Presence
Marketing in 2022 must be digitally integrated and include social media and influencer marketing, search engine optimization (SEO), content marketing, website and email marketing.
For our clients, we use a spreadsheet to track marketing that breaks tasks down into seven steps. The spreadsheet feeds a calendar with monthly, weekly and daily tasks.
4. Measure every step
Full disclosure: I deliberately left out the marketing strategy at first because a lot of people find it overwhelming. At Hook, our motto is strategy first. Once you’ve followed steps 1, 2, and 3, you’re almost there. The Bottom Line: Plan your marketing and identify the key results that will help you achieve your most important goals.
Categories to measure can include sales, social media, content, conversion metrics, growth, and more. One of the most difficult tasks is determining what to measure and why.
If you started the year without a marketing strategy, it’s not too late to pave the way to attract customers. Enjoy the trip!
Patricia V. Rivera is a marketing consultant and founder of Hook PR & Marketing, which focuses on helping changemakers build their brands – in print, digital, and in multiple languages. To visit www.hookpr.com or call 302 858 5055.
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