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3 Reasons Why You Need a Marketing Strategy

Posted by: Alexandra Heseltine - Tuesday, September 27, 2016

Most businesses are doing some type of marketing but many are not seeing the results they desire. Why does one business succeed with their marketing while others struggle? Here are some very simple reasons why your marketing may not be working and how to get it on track.

Focused Marketing Effort

Instead of using the same marketing tactics as everyone else, dig deep and thoroughly understand your customers. Learn how your customers think, where they get their news, what’s important to them and how to speak their language. Once you know your customers, hone a finely tuned plan that connects with your ideal customer. Here are a couple of scenarios:

If your customers are young and single, they may be on Instagram, Twitter and watch videos on YouTube and websites. The graphics and messaging will be contemporary to appeal to this market to create engagement.

Parents focus their lives around their children, whether its schools, sports, music, or other activities. Parents, especially young parents, read online resources for tips on parenting, purchase products online, post on Facebook to share photos with family, and go to activities that involve their family. A marketing strategy for parents may include Facebook marketing, supporting local schools and community events,and local adverting.

The more your know about your customer, the better you can align your marketing to reach and engage with them.

Return on Investment

A marketing strategy enables a business to focus their marketing dollars toward connecting with the right customers with the right message at the right time. Create a budget that enables you to realistically reach your goals and review this budget quarter to see if it needs adjustment.

One of the biggest mistakes I see businesses make with their advertising dollars is buying into the latest advertising tactic or marketing tool offered by sales professionals. While the opportunity may be valid, if it doesn’t fit with your marketing strategy then it’s not a good purchase. Stay focused on your marketing strategy and don’t purchase services that do not align with your marketing goals or strategy.

If a marketing tactic does not produce the expected ROI, review the tactic and make changes. Small changes can often produce the results you are looking to achieve. If appropriate, try a test run for a new tactic and make adjustments prior to investing heavily in a tactic.

Consistency Creates Results

Consistent messaging produced on a regular basis helps develop your brand and creates trust with your customers. It’s a lot like investing in a good friendship where there is interaction, common interests, good conversation and shared activities. If the friendship is to grow, then both parties need to get to know one another so that trust can develop.

Create a marketing calendar, consistently following the schedule and make adjustments to better manage your marketing. Social media posts and blog articles can be created in advance and scheduled to post at a later date and time. Other types of advertising and marketing can be planned in advance to be implemented at the appropriate time.

Consistent marketing will produce results over the long-term. Even short-term marketing tactics can produce results if it dovetails with a bigger overall strategy.

Rather than trying the latest marketing tactic, stay focused on a solid strategy for six months or more. It takes time for a marketing strategy to pan-out, develop momentum, and show long-term results with a return on your investment. Develop a solid strategy, stay within your budget and on track, and be consistent with your marketing - a winning formula for any business.

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 Alexandra Heseltine | Marketing pro and creative director with over 25 years experience working with mid-sized to larger businesses and non-profits with experience in the construction, legal, banking and B2B sectors.

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