Businesses across the globe have faced unprecedented challenges in the last three years. As costs continue to rise, the conflict in Ukraine rages on and we deal with the effects of the aftermath of Covid-19, marketing plays a crucial role. Effective marketing strategies can help to boost sales, increase brand awareness and optimise ROI. If you’re looking to put your business on the map, encourage brand loyalty and attract more customers in 2023, this guide is packed with innovative ideas and top tips.
Revamping your marketing strategy
Every company, no matter how big or small, should have a marketing strategy. Your plan should be reviewed and updated frequently to reflect changes in customer demands and behaviours and business objectives. If your strategy hasn’t changed or evolved in years, this will impact results and outcomes.
The first golden rule to consider when reviewing and revamping your marketing strategy is reaching the target customer. Define your ideal buyer or client and make sure that every aspect and element of your campaigns target them effectively. Think about your customer when designing packaging, choosing themes and fonts for your websites, setting price points, conjuring up ideas for promotions and selecting marketing methods and channels. Every decision you make should benefit your brand and your ideal customer. Use the data you have already collected from previous marketing campaigns and utilise market research to get to know your clients on a deeper level. Test ideas, collect feedback and learn as much as possible about your chosen audience.
The second rule is to outline clear objectives for each campaign. What are you hoping to achieve and what are your priorities? Once you know your goals, the next job is to identify the best ways to achieve them. Use data analysis, customer feedback and previous campaign data to help you decide which types of marketing techniques to use and which platforms to engage with prospective clients and create leads. Invest in methods and channels that have brought you success in the past and avoid putting more time and money into techniques that have failed to help you connect with the right customers.
Many business owners, particularly small business owners, may not have expertise in marketing or access to marketing experts in-house. If this is the case, it’s worth exploring options such as outsourcing digital marketing or working with freelancers. Marketing is complex and it’s not easy to achieve results. Having access to experienced marketing professionals and agencies like Climbing Trees can help you to maximise your chances of accomplishing goals while also improving ROI. Marketing teams can review existing strategies and campaigns, make suggestions and implement tailored, targeted campaigns to help you reach customers and encourage client loyalty. Crucially, marketing agencies can also track and evaluate performance to help you address issues and improve outcomes.
Tapping into emerging trends
Marketing is an ever-evolving field. Trends come and go. This means that businesses have to be agile, innovative and adaptable. To retain and attract customers, it’s beneficial to combine enduring trends with emerging trends and new patterns of behaviour. Your marketing strategy should reflect and respect what your customers rate about your brand while also taking their ideas and hopes for the future into consideration.
There are multiple marketing trends to explore in 2023, including using TikTok to connect with younger audiences, focusing on purpose-driven marketing and embracing audio marketing and podcasting. Figures from Statista show that podcast listener numbers could top 160 million in 2023. Analyse behaviours within your chosen audiences and demographics and look for ways to develop and adjust your strategy to make a positive impact.
Being aware of new trends can help you to keep hold of existing customers as well as enabling you to gain a competitive advantage over other companies or brands to lure in new clients. Keep up to date with industry news, collect and analyse sales and marketing data, take an interest in consumer behaviours and desires and look for opportunities to blaze a trail. Use feedback and reviews and encourage your customers to share suggestions.
Understanding what customers want
Understanding what your customers want is one of the key factors for achieving marketing and sales success. Consumer habits change and their expectations may also evolve. Business owners and employees need to be aware of what clients are looking for and what motivates them to choose one product or brand over another. If you understand how your customers work, this will help you to turn interest into sales and convert browsers into buyers.
There are several ways to gain a better understanding of what customers want, but the two most important are getting to know your clients and analysing data. Spend time talking to your customers and use surveys, polls and focus groups to learn more about them and get opinions and ideas about your business and the products and services you sell. Encourage customers to leave reviews and feedback and use their comments to improve your business. Monitor data to identify emerging trends and patterns of behaviour, highlight potential weaknesses and build on strengths. Promote customer engagement and facilitate communication.
Social media is a fantastic tool for businesses, but many brands fail to capitalise on its power and potency because they overlook engagement and relationship building. Social media is an excellent sales and advertising tool but it’s also a brilliant platform for connecting and engaging with prospective customers. Take the opportunity to use social apps and channels to introduce people to your brand, tell your story and share your values. Increasingly, consumers want to buy from brands that align with their values. Around 90% of consumers buy from brands they follow on social media and over 80% look for businesses that share their values.
Business owners can benefit from being proactive in gathering information and ideas. Ask your customers what they would change or how you could improve and collect suggestions to develop your company or the products or services you provide. Perhaps your customers would love you to add more features to your website, or they’d appreciate the option to buy directly from social media posts, for example.
It’s incredibly beneficial to gain insight into customer and follower reactions to different types of promotions. If you’re running a competition or offering a discount, you want to attract as much attention as possible and convert leads. Gauge the response to different types of posts, sales, giveaways and offers and collect feedback. If you add hundreds or thousands of new followers after advertising a giveaway and users react positively, for example, plan similar competitions for the future and keep new followers interested. If you run a competition and it falls flat, ask customers to share ideas and look at what other brands are doing to turn heads online.
Analysing performance and results
Today, teams have access to more information than ever. Using innovative technology and tools, we can collect huge amounts of data in real time. Analysing data offers an array of advantages. Firstly, business owners and their employees can make decisions based on facts and figures rather than using guesswork. Secondly, data provides valuable insight into how marketing campaigns perform and where they fall down. Thirdly, teams can gather more information about the user and how they react to different aspects or components of the strategy. Finally, marketers can outline key metrics based on the objectives of the campaign. You can measure everything from page visits and bounce rates to the impact of different promotions or types of content.
The key to using analytics successfully lies in moving forward once you’ve analysed and evaluated the data. When you have information, it’s essential to use it to develop the strategy, iron out issues and improve campaigns to achieve better results. Continuous monitoring is critical as it gives you an accurate idea of how your campaigns are progressing.
It’s very difficult to market products and services if the product or service in question doesn’t meet customer expectations. Even the most carefully-curated, imaginative marketing campaign will struggle to set the world alight if the audience doesn’t feel like they’re getting a great product or value for money. Adding value is one of the best ways to attract new customers and boost client retention. Try to offer your customers more and ensure that your marketing campaign highlights the benefits of choosing your brand over others. Upsell your USP and show prospective clients what they’re getting for their money. Perhaps your products are made using high-quality ingredients or materials, you offer free or express shipping, or you can personalise or gift wrap products to make them extra special, for example.
You want to set your business apart and make sure that customers know instantly why your brand is different. Whether people are searching online or browsing physical stores or aisles, your brand should jump out.
Marketing campaigns can help businesses to make sales and raise brand awareness, but they’re not always successful. If you’re struggling to make a splash, or you’re looking to improve your ROI, it’s wise to review and revamp your strategy for 2023. Define your ideal audience or buyer, outline key objectives and look for ways to connect with your target customer. Tap into new trends, seek expert advice, add value for your customers and engage and interact with existing clients and prospective customers. Collect and analyse data continuously and encourage customers to leave feedback and share ideas. Try to understand what your customers want and develop and modify your strategy in line with evolving consumer behaviours and business objectives.