Many businesses struggled in 2020 as they navigated challenge after challenge. It’s no small feat if your business—or, for marketers, your clients’ businesses—survived the year. To go into 2021 strong, you need to know how the best ways to grow your market impact.
This is what you need for more impact: marketing strategy tips that count.
If you think you don’t know where to start, you’re wrong! Here’s a list of must-know ways businesses trying to make an impact market themselves.
1. Work on the Way You Come Across
Having an attitude that matches your brand and product is a must for success.
Marketing with the wrong tone turns away more customers than it brings in. In the best situations, it’s awkward. In the worst cases, you could seem inconsiderate to potential clients.
Work with experts to formulate your advertisements, website, and other copy. Consider getting the client’s perspective through a survey or focus group. Fine-tuning the way you come across increases your brand’s appeal and attracts clients.
2. Focus in With a Market Segmentation Plan
Starting with a lack of focus is one of the first mistakes marketers make when building campaigns. If your marketing doesn’t address a specific market, people won’t pay attention to it. Clients want to feel like brands have a personal interest in them.
Market segmentation is a marketing strategy that involves focused messaging. It’s essential to know what groups make up your consumer base if you want to stay relevant. You can read more about this topic here to learn what market segmentation could do for your business.
3. Make Smart Use of Cross-Selling
Cross-selling is a popular way to boost market impact. If they want to get the most impact, marketing professionals need to be careful. When marketers are reckless in using this strategy and cross-sell products without considering clients and their needs, they lose customers. Nobody likes it when an online shop tries to get them to buy things that have nothing to do with what they’re buying.
When you’re careful with the strategy, cross-marketing can help you sell more and bring customers back. A smart recommendation that saves someone a second trip makes clients feel like you know what you’re doing. If you can show someone why they should buy another product or service, they’ll at least appreciate the offer.
4. Be Wary of Relying on Events
Some industries use events and in-person schmoozing to generate leads. People are social creatures, making that strategy a good bet…in normal times.
The world suffered a public health crisis in 2020 and heading into 2021 that’s going to have long-term effects for marketing. At the start of the new year, it’s not safe to do a lot of the in-person things you may have relied on before.
Vaccination campaigns started before 2020 ended, which is great news for marketers and all professionals. With a vaccine, we can again do business in a way more like what we did before the pandemic.
Nobody should get their hopes up too high that COVID-19 won’t impact marketing in the future. Health officials warn that things won’t be the same as they were pre-pandemic for a long time—if ever.
Marketers shouldn’t expect that event-based and other in-person marketing is as successful in 2021 as it was before 2020. Even if it’s allowed and safe per official recommendation, clients may not want to meet up—let alone go to a crowded event.
Whether or not you can continue marketing in person, it’s worth perfecting other marketing strategies. Even if you focus on events when you’re able, it’s valuable to have ideas in your pocket for when in-person marketing isn’t possible. Marketers should take that lesson from the pandemic if nothing else.
5. Market Impact Takes Research, Research, Research
Don’t throw together any old set of ads and expect that it’ll be a successful marketing campaign. Intense data collection and research are important for marketing success. This research is key to boosting marketing impact in 2021.
In an ideal world, you would have a log of customer data collected over the years. By the end of 2020, you would already be hashing through the year’s data and using it to plan marketing for 2021. If you’re a marketer and haven’t started this task yet, it’s time to get going.
6. Give Your Clients a Voice
A creative way to pump up your marketing is by featuring client testimonials in your marketing campaigns. The most important aspect relating to market impact is that using testimonials gives your clients a voice.
People want to feel like you hear their suggestions, criticism, and praise of your business and treat them as serious matters. Seeing their words in your ads is the perfect way to stress that you care.
Another benefit is that you may save some money making ads with testimonials. In some cases, you need to pay clients for their statements. Even then, you might not need to spend as much developing an idea for testimonial ads.
You still need to plan the ads and turn their words into a campaign. What you don’t need to do is write out a script, hire actors, or use animation if you use your clients’ words and feature their likenesses and voices. That saves time, energy, and money that you can put towards other parts of your impact marketing strategy.
The relatively low cost and ease of planning and putting together these ads is a dream for marketers. Saving resources for ad production means you can put out more ads, faster. Raising the amount of advertising you put out is vital for boosting marketing impact.
7. Don’t Knock the Importance of Online Presence
With more people than ever doing the bulk of their shopping and work from home, no business has any excuse to slack on their online presence. There’s no difference whether you’re a business-to-business marketer or market to the general public: If you want your marketing efforts to lead to success, work on your website.
Although it’s the end of 2020, a surprising number of businesses don’t have optimized mobile website interfaces. A business without a good mobile site won’t attract customers as well as it would with one.
Despite the all-too-common problem of no mobile website (or a bad one), most businesses have caught on by now. That means that if you don’t have an easy-to-use mobile website, you’ll lose a lot of business to competitors that do have one.
If you don’t like your website’s URL, now’s the time to secure your ideal domain. Whether you’re designing the website yourself or guiding someone doing the work for you,follow accessible design principles.
These guidelines make sure your information is easy to find and understand for anyone looking for it. More potential clients armed with the information they’re looking for means more business for you.
8. Be Sure to Stay Relevant on Social Media
A strong, engaging social media presence is another must. There’s no one size fits all approach for how to use social media for the most marketing impact.
This is true even between different businesses in the same industry. That might seem obvious: After all, if everyone’s customers wanted the same thing, wouldn’t more of them flock to one place?
If you browse social media pages for different companies in a given industry, you might think that they were all managed by the same person. In a lot of cases, too many businesses decide that they know what clients expect of them and try to follow a formula. If they learned more about their clients, they might be surprised to learn where their values and priorities lie in reality.
It’s harder for brands to build a loyal following when they follow an industry formula for social media presence instead of giving clients what they want. Learn who your customers are using the market segmentation techniques mentioned above. Once you know who they are and what they value, you can tailor your social media presence.
Don’t make the mistake of considering this a one-and-done exercise, either. If you’ve done this before, do it again—your client base may have changed. Make a point to do it again at least every year for the most success.
Pump up Your Market Impact and Carry Your Business to Success
Following these steps is a good way to boost your business’ market impact. If you want more smart tips and ideas for business management, take a look around the site. We have a wide range of tips made to help people like you succeed.
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