The four foundations of a stellar marketing strategy


When it’s time to think about your business’ marketing needs, there’s a couple of things to make sure of before your start. Whatever you decide to do to reach your customers and however you decide to do it, remember, there’s no “one size fits all” approach.

Is your target customer really on Facebook or Twitter? Are they checking their emails regularly? There’s plenty to consider so here’s a few tips to help.

Consider a range of different marketing methods

Different people respond to different stimuli, so carefully consider what it is you’re selling and who’s buying. For example, if you’re a local supplier of gardening products and services, social media advertising’s probably not your best option; meanwhile, some good old fashioned flyers and a few door knocks might deliver a more promising return for your budget. But if you’re in the game of youth fashion, why not go crazy on Facebook ads?

Know your target audience

This is probably the most important step to get right in order to ensure you choose the right media and method. You should analyse your customers to gain a true profile of who they are, including their age, earning capacity and industry sector to start with. Drawing some clear conclusions around these points will help you decide how to move forward with your communication style and method.

Decide on your brand and messaging

Your brand is the most customer facing aspect of your product or service, so think carefully about your unique market position and how it appeals to the market you’re trying to crack. Everything you craft, from your packaging, web copy, or communication, should reflect and “speak to” your desired customer while making your unique selling point (USP) easily visible and upfront.

Really know the purpose of your marketing

You need to think about what it is you’re trying to achieve in order to get the best response from your efforts. Are you trying to generate direct sales or are you simply trying to raise brand awareness? For the latter, pitching yourself as an expert in your field is sure to further your objectives and there are various options here. Producing a blog, video content or even a podcast could capture the market you’re looking for, albeit at a different stage in the buying cycle and could pay dividends further down the track.

On the other hand, direct marketing such as eDMs, sales calls, offers and promotions might see you converting your marketing budget straight into sales. Whatever it is you decide to do, make sure you’re operating in the right space to ensure you’re catching not only the right customer, but the right customer in the right frame of mind.

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