What does your business’ marketing strategy look like? What? Don't you have one? You mean you just buy newspaper adverts or Google PPC ads on a whim? You haven’t outlined your business goals or thought about how you can grow your business?
No wonder you’re reading this blog post.
Having a marketing strategy is crucial to the ongoing success of your business. Having a powerful marketing strategy can seriously boost your business growth and improve your bottom line.
But creating a marketing strategy isn’t easy. Particularly if you’ve never had one before. What do you put in it? What strategies do you use? Where do you even start? It’s no wonder so few small businesses bother with one at all.
But that’s about to change. As one of the top lead generation companies in Arizona that provide exceptional lead generation solutions throughout Arizona, Cloud LGS knows the value of good lead generation marketing services in Tempe. We know that having a powerful marketing strategy is essential to your success and today we are going to show you how to get build one.
So buckle in, sit back and follow these ten powerful steps to building a powerful marketing strategy.
Step 1: Take a long hard look at your existing strategy
If you already have an existing marketing strategy, it’s time to analyze it. You may have done this regularly or this may be the first time you have ever sat down to assess it. Start by going over what your marketing strategy was and whether you followed it. Then look at how successful the strategy was. Could you track the results of it? Did it improve your business? Maybe there were certain elements that were more effective than others. What were these? Can they be replicated in your next marketing plan? Dissecting your current strategy and understanding what worked and what didn’t before can be a huge timesaver in the future.
If you don’t have an existing strategy, don’t just skip this step. Think about why you’ve never created a marketing strategy before. What’s stopped you? Have you needed to? Had it even crossed your mind before now? Understanding why you haven’t done it already can help you to create a marketing strategy that you will actually stick to in the future.
If you already have a marketing strategy, you should know what SMART goals are. At least we hope you would. If you didn’t set SMART goals before that might be a clue as to why it didn’t work out.
SMART goals are Specific, Measurable, Achievable, Relevant and Timed. If a goal is too broad and not specific enough, you won’t achieve it. If a goal isn’t measurable you won’t know how close you were to getting there or what can be improved. If a goal isn’t achievable, it isn’t realistic. If a goal isn’t relevant there is no point it being a goal in the first place. And if a goal isn’t time-based, I,e there is a deadline, then it won’t be achieved quickly.
Let’s look at an example. If you want to increase your lead generation in the coming months, a bad goal would be something as simple as “Increase lead generation”. As you can see, it is none of the things above. To make it SMART, your goal should be to increase lead generation by 50% by the end of next month. This goal is very specific—it focuses on one thing and one thing only. It is measurable—you are aiming for 50% and you can track how close you got. It is achievable—it is within the realms of possibility to increase lead generation by that much. It is relevant, you need leads to grow your business. And it is timed, you need to do it by the end of next month.
Step 3: Set a marketing budget
Before you go any further, you need to set a budget for your marketing strategy. There are two ways to do this. For very small business, you may have a certain amount of money to spend and that’s it. If you only have $500 to spend, that should be your marketing budget and nothing else.
For larger companies that can choose their budget, however, you should get mathematical. Take a look back and identify what your average cost of customer acquisition was over the last few years. Then work out how many new customers you need to get (if you use the goal above you need 1.5x your current acquisition rate) and multiply the two number together. This should be your minimum marketing budget. If that budget is unrealistic or unaffordable, then you may need to think about revising your goals to make them more realistic and achievable.
Step 4: Define your company’s USPs
As we start to think about actually marketing your business, we need to work out what your company’s main selling points are. What makes you stand out compared to competitors? Why do your clients choose you over your rival?.
For some companies, this will be easy. If you’re like Walmart, your USP is the price. You offer your goods or service at the lowest price around. While this isn’t a great USP, it is still a relevant USP and one that can be used to promote your business. Other’s like Amazon, may go for speed or convenience. If you can do something in an hour that takes other businesses days, that is a huge USP. For others still, it may be the quality of your work. You may do something in a completely different way to everyone else or offer something that no one else offers.
Think about your business from the perspective of your customers. Maybe even take the time to ask them what they think your USP is. You may be surprised at their answers. Even if you’ve been aiming to achieve one USP, your customers might like you for a different reason entirely. Don’t forget you can also have more than one USP, too. Walmart, for instance, is both cheap and convenient.
Step 5: Identify your typical customer
Before you can identify lead generation solutions in Arizona that are suitable for your company, you need to identify what your typical buyer looks like. After all, there’s no point wasting money trying to target everyone. The internet allows an unparalleled amount of targeting through ads and we should be making use of this where possible.
Ideally, you already have a buyer persona in place. Maybe you used one for a previous marketing strategy. If that’s the case, find the persona and look at how relevant it still is. Your customer base can change over time and what you thought of as your typical customer might not be relevant at all. If in doubt, send out a survey to customers to find out more information about their demographic, what they do for work, where they live and why they use you. The more information you can get, the better. Your overview of a typical customer should be very, very detailed.
Step 6: Look at your competition
You may think you’re the best at what you do—and that might be true. But your competitors may be better at marketing themselves. And if they aren’t it is still important to see where they fall down so that you can take advantage.
Make a list of your top competitors and go through their marketing efforts one by one. It might be that you already have a good awareness of some of their marketing efforts—perhaps you’ve seen a billboard, for instance—or you may have to do a bit of digging.
If you’re not sure about their local presence, check out the local newspaper of business pages to see if they run adverts in them. Driving about the local area should show you if they pay for billboard ads. Next, head online and check out their website. What does it look like? Is it easy to use? Does it do a good job of selling their services? From there move onto their social platforms. Are they getting good engagement on Facebook or Twitter? If they do, what are they doing to achieve that? Are they running sponsored posts or ads on Facebook? Finally, run a few searches on Google for terms related to your product or service to see where they rank in the map results and organic results, and to see if they run PPC ads.
One of the first things to use is the picture of the typical customer that you drew up in step 5. The ways in which you market your business will depend on a large part of who your typical customer is. Where does this customer hang out online and offline? What sites do they go on or what publications do they read? Are they on social media? Can you get their email address? Answers to all of these questions will help you to develop the most effective marketing strategies possible.
For instance, if your typical customer is aged 60+, they are unlikely to be on Facebook or use the web that much. Newspapers and other publications will probably be much more successful.
It’s not just a case of where you advertise, either. Your typical customer can suggest what you use to market yourself, too. Will they read blog posts for instance? Would they rather watch videos? Do things need to be image-led or text-based? How large does the font need to be?
The other thing you need to take into account is your budget. If you have a tight budget, you won’t be able to afford expensive billboard ads or newspaper ads. You may want to stick to cheaper Facebook ads. If you have a large budget, however, you may be able to experiment more and pay for more premium forms of advertising like expensive keywords on Google Adwords.
Speak to a company that offers lead generation marketing services in Tempe to see what lead generation solutions in Arizona they would recommend. You can then analyze how all of these suggestions stack up against your budget and your buyer persona.
Step 8: Look at your website
You may think that marketing your business isn’t the same as developing your website. That it doesn’t matter what your website looks like if you’re spending money marketing. You couldn’t be more wrong. Your website is like your shopfront on the Internet. Except for that way more people are likely to see it. If it looks unprofessional or doesn’t work, it won’t reflect well on you as a business. At the same time, if it doesn’t do a good job of converting visitors into customers, it won’t matter how much money you spend on marketing or how good your strategy is, you simply won’t get customers.
It can be hard to do this yourself, which is why we would recommend getting lead generation companies in Arizona to take a look for you and spot any holes that you might miss. They can also assess how well your website will convert and make suggestions on how to improve it.
Step 9: Plan and launch
Now that you know exactly what you are going to do, it’s time to start planning out how you will action it all. This is where the help of lead generation marketing services in Tempe can really come in handy. It can be overwhelming to do it all for yourself and they can help make sure you stay on track.