Effective marketing campaigns entail planning, executing, measuring and adjusting as needed. Then rinsing and repeating. Your campaign will rarely find the hearts and minds of your customers immediately. It takes time, and your commitment to your marketing campaign's success. If we're going to help you devise a comprehensive plan we need to know about you, your company, your approach, your niches, your markets, your competition, your customers, and your growth plans. And that's just the start!
What's In It For Me?
Knowing the psychology and behavior of your customers is imperative. If you're going to emerge in your market you need to understand:
- Who is your target market?
- What problems do your target customers experience?
- What solutions do you offer to solve your target customers problems?
- How can you prove you've solved these problems for others?
- What differentiates you from your competitors?
The focus of your marketing campaign should concentrate on some of the following basic tactics:
Brand Recognition and Awareness
If you want people to know about your company, you will need to blanket the places your customers frequent with your message. This likely entails a hybrid strategy intertwining some traditional print with new online media methods like email marketing and social media marketing. Potential customers will need to see you multiple times in multiple places before they remember you.
Ultimately through the sales process you are faced with customer objections. When directly faced with an objection you should approach the customer with honesty and empathy, while reinforcing the benefits of doing business with you. Ultimately, compromise may be how you close the sale. All these tenets can be integrated into your marketing campaign to put customers at ease before they even contact you.
People won't buy from you unless they have confidence in you and your products and services. Help them overcome any questions they may have about you in your campaign. With what associations are you associated? What credentials or accreditations do you have? Who are your strategic partners? All of these build a strong picture about your company's longevity and integrity.
Customers often buy because of their emotions whether they admit it or not. If your marketing campaign can appeal to your customers on an emotional level you're half way to the sale. That's why sex, babies and animals are still heavily used in the advertising world. Subtle emotional targeting can be tremendously effective.
"Sale ends tomorrow!" You see this tactic used frequently in advertisements. If potential customers don't feel a sense of urgency they won't buy. Someone who was going to wait until next month just may decide to expedite their purchase as a result of seeing your campaign.