Hereâs how businesses often approach their marketing:
Chuck money at a lot of ad space
Wait for the sales to come in
Itâs not an inherently bad strategy, and the thinking behind it is pretty solid: if you see my brand enough times, youâll be thinking of me first when it comes to making a purchase in my area. And while this top of the mind approach works well for the Googleâs, Volvoâs, and Pizza Hutâs, the further you go down the brand food chain it comes with two main problems: volume and budget. Top of the mind awareness only works when an individual sees you a high number of times, making it a simple blanket strategy often reserved for the biggest of businesses with the even bigger bucks. But that doesnât mean small business marketing needs to tap out or work harder for less dollarâit just needs to be smarter. A smaller budget calls for more focus on conversions to waste less time and resource. Instead of making big print ads the main part of the strategy, make the switch to more targetedâoften digitalâapproach that drives potential customers through whatâs known as a funnel. The funnel will plan out your customer journey and every touchpoint youâll hit them with to convince them your solution is best option. Itâs a long game that will see you taking advantage of PPC, email campaigns, blogs, landing pages, and free trials, but itâs much more strategic, and likely to end up with less spend per conversion. The main prerequisite of this approach is of course knowing your customer. A solid foundation of research on your target will identify where they âhang outâ meaning you can target them directly to get them on that marketing funnel. Then when theyâre in, know their problems at each stage of the buying journey to send out messages that really resonate with them and, most importantly, guide them effortlessly through to the next touchpoint. It helps to think of it as more of a conversation, or pull tactic, rather than haphazardly pushing at people who might not even be interested. Often, digital funnels only need to be set up once and then left alone to run automatically, complete with contingency plans to bring targets back in when they go quiet.So while the big brand heavy weights may have the budget, it doesnât mean you canât compete. Instead, outsmart them with a customer led vision wrapped in a perfectly orchestrated (and more budget friendly) journey.
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