There are 3 important steps to an effective digital marketing strategy, however people usually start at point 2. Unfortunately, that approach is riddled with problems. Before jumping to tactics, you need to first consider the strategy piece as it will best help you understand your customer. This is where all successful marketing starts.
“The best way to grow your business is by putting people first!”
Marketing is a people business. It is about people in business communicating with people who are customers. Jumping to tactics immediately means you are looking at technology before considering people.
You need all three of these strategies to see success not only in your marketing campaign but also in your overall business. It is important to remember that you need to have all three of these strategies in the correct order: Strategy, Tactics & Execution. They all lead into one another.
We have spent some time boiling down this point to come up with one question to ask yourself when you begin to think about strategy. It includes four elements for you to understand and build a strategy around.
“How do we achieve business goals by communicating with the right people, at the right time, with the right message?”
Usually, a business goal will include wanting more leads or just wanting to grow. Whilst this is great, there also needs to be a bit more detail to that.
Marketing develops unqualified leads; say you get 10 leads and from that only 5 are qualified leads. It is important to remember that marketing can attract the wrong people and there is no real way to perfect that. What can be done is you can hone your message to minimise it. From your 5 qualified leads, you’ll then convert some of those into sales. It is important to know how many leads are unqualified leads that convert to qualified leads and how many qualified leads convert to sales. From there you can figure out how many leads you might need to grow your business.
In our previous blog called “6 Steps to Understanding your customer,” we spent a lot of time diving into the details of those 6 stages. Those 6 points are:
- Tell a Story
- Focus on the Hero
- Write the story out
- Pinpoint your actual customer
- Combining the big & little picture for maximum effect
When you have these six things, you begin to find real people in everyday life who need your product or service to solve their problems.
To find more gold in these 6 steps, check out the podcast today.
You have customers out there who have never heard of you, so you need to make them aware of all you can offer them. You also have people who have heard of you but aren’t ready to do business. Then there are people who know you, like you and are ready to do business with you. These people will vary, which is why it is important that you are marketing to your customers in the different stages at the right time with the right message that is going to make the most sense for where they are in conjunction with your business.
Some points to remember would be:
- Raising awareness to people who have never heard of you
- Educate people who know you and like you but aren’t ready to buy
- Simply asking people to buy from you for those who are ready to do business with you.
There are three different messages here with three different timings. So, your campaign needs to take each of these things into account alongside the times.
How you, as a small, medium or large business, market your products or service will need to be completely different to how corporate businesses such as McDonalds do their marketing. Because they are a large, well-established company who have been operating for decades, their marketing is going to look hugely different to yours. This kind of marketing is usually front of mind for many people because we are heavily exposed to it through the media, TV or billboards. It would be natural for us to want to emulate those marketing efforts, however, they won’t be effective for a small, medium or large business.
You also need to consider the pricing of your product or service, as this will also cause the message and timing of your marketing campaign to look different.