Effective marketing efforts are born from clear strategies that target specific marketing objectives.
A start-up needs to make people aware of the company and its products and services and should focus on tactics that provide broad visibility. If yours is a B2C company with offerings aimed at local consumers, place ads in local directories or newspapers. If it’s a B2B company, a direct marketing campaign targeted to businesses that match your ideal customer profile is a sound use of marketing dollars.
As the business grows, the focus can shift to attracting new customers. Include a reply coupon in your ads to capture prospects’ contact info. Follow up via an email or a text directing prospects to your website or store for special offers or discounts.
Meanwhile, incent existing customers with customer loyalty initiatives. Offer discounts based on increased levels of spending and reward people for spreading the word about your brand. Customer advocacy and referral programs encourage current clients to send new customers your way with discounts, free services, upgrades, or special access to new products.
When it comes to online marketing, consider both organic and paid strategies. Organic marketing leads viewers to your shop, site, or brand through online content. You can drive their journey by posting engaging videos, blogs, tutorials, and social media content.
Paid marketing pushes ads and content to a specific target audience and typically is more upfront in its sales focus. Paid online marketing includes tactics such as banner ads, social media ads, and pay-per-click campaigns.
Don’t be afraid to try new tactics if they are based on tried industry trends. Use the technology available to make it work for your business. Invest a little, and you could see big returns.