Virtually anyone with experience in business knows that marketing has a crucial role to play in attracting customers, both new and repeat. What is perhaps a little less obvious is that not just any marketing strategy or concept will do, and certainly not for every business. Marketing is anything but a one-size-fits-all tactic, so how do you choose the right one for your business?
Identify Your Goals
Sure, there’s the overarching goal of marketing to help a business succeed, but what does that mean for you specifically? Different marketing strategies may work better for different purposes. For example, SEO strategies can help improve your online visibility. Email campaigns, on the other hand, can help encourage previous customers to return to make more purchases. Is your goal to grow your new customer base? Do you want to see sales rise? Those may sound like the same goal, but there are nuances that can influence which strategy will best help you achieve your goal.
Understand Your Company Needs
Identifying and setting goals for your business and marketing campaigns is good, but there’s something you should do first. Before you start setting goals, you must first understand what your company’s needs are. It’s easiest to identify a solution and work towards it when you know what needs it’s fulfilling first. For example, 74 percent of small businesses view keeping up with technology as a very important key to the success of their company. The ability to keep up with technology is the need. From there, you can determine how to do it and set the goal to achieve it. Ideally, your marketing concepts will be what helps you achieve that goal and fulfill the need.
Know How to Reach Your Audience
You may have a high-quality marketing strategy all planned out, but what good does it do if it doesn’t reach the consumers you’re trying to target? Not all marketing concepts are going to appeal to every demographic. If you want your strategies to be effective, they must be designed and carried out in a way that allows them to actually reach the intended audience. Take social media, for example. Different generations use social media differently, which means you need to understand which ones to focus on if you intend to leverage social media in your marketing.
There’s a lot that goes into deciding what marketing concepts or strategies to use at any given time for any particular business. Identifying goals, understanding the needs of the business, and knowing how to reach your audience with your marketing are just a few of the things you should do to decide which strategies to use. Take them into consideration every time you start working on a new strategy to help guide you to the ones that are most likely to work best.
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