18 Nov Maximise your marketing mix by following these simple steps
Are you doing all you can to reach the right customers at the right time? Is your business in need of an uplift, but you don’t know where to start? We know time is precious, so here are some handy tips to consider during your coffee break.
Back to the drawing board
Even the most established, successful businesses today wouldn’t be able to survive without the ability to adapt – or even reinvent themselves – to keep up with the evolving marketplace. Before you think about how to reach your customers, take some time out to do some market research into who your customers actually are; it could affect the way you choose to promote your business in the long term. When chatting to your customers, ask them whether your product or service really meets their needs, or whether there is something you can do to improve your offering. This may also open the conversation up to new ideas and market trends that you might not otherwise have considered.
Also, write down your USP (Unique Selling Point) on paper. This will give you confidence in what you are offering and if you feel you don’t have ‘the edge’, this is the time to have a think about what you can do to separate yourself from the competition.
Make the most of marketing materials
Update your business cards and make sure they stand out from the crowd. Why not choose a quirky shape or texture – something that will get people talking and serve as an icebreaker at networking events. Above all, make sure your logo is prominent so that people associate your name with your brand.
Compile a company brochure if you don’t already have one, and add a digital, downloadable version to your website as well. If your website is looking out-of-date, why not inject some new life into it with a redesign, and consider updating your web copy at the same time.
Order in some promotional products that you can give away at networking events and trade fairs. Useful, everyday items will maximise brand exposure – for example, takeaway-style/insulated coffee cups are all the rage for today’s on-the-go consumer.
If you’re feeling really creative, why not design some stickers (adhesive or even magnetic) to advertise your business on company/personal vehicles? While you’re at it, you could ask your friends and family to sport your logo on their car, too.
Meet and greet!
Don’t hide behind your website – get out there and meet people! You can do this by becoming a member of a professional industry body and meeting like-minded individuals; attending a conference or networking event; or even hiring a stand at a trade show.
Closer to home, you could also join your local chamber of commerce, or simply introduce yourself to other local business owners and suggest hosting a collaborative workshop to boost awareness of both your company and those in the local community.
Re-engage with existing customers
Send out a regular newsletter to new and existing clients. For tips on how to do this effectively, see our recent blogpost on email marketing. Be sure to include a ‘call to action’ to maximise your marketing potential. Offer free product samples or discounts to keep your customers coming back for more.
These days, SEO is becoming increasingly important in order to keep up with the competition, but it doesn’t have to be complicated, and it doesn’t have to be expensive either.
Firstly, make sure you have a corporate page on each of the following online platforms: Facebook, Twitter, Foursquare, Google My Business, Google Plus and LinkedIn. These are all free to set up and many of them provide analytics so you can track levels of engagement with online customers. There are also a number of free online directories, which are a “no-brainer” in our opinion as they only take a couple of minutes to set up and most of them allow you to add your company logo and images to boost brand awareness.
Secondly, if you do have some spare cash to invest in your marketing efforts, why not try launching a bespoke ‘pay-per-click’ advertising campaign on Google? The duration and cost of each campaign can be tailored to suit your individual needs and can be ‘optimised’ as the campaign is running to continually improve performance (and therefore return on investment) – see our blog on Google AdWords for further information. You can also launch your own advertising campaigns on Facebook, LinkedIn or Twitter.
Get to the heart of the matter
If you want to build longer-lasting relationships with your customers, there are various ways to show them that it’s not all about the profit margin. You can do this by sending out customer satisfaction surveys, or offering to help out at (or sponsor) a local sports or charity event. You could also donate prizes – branded of course – to help support fundraising efforts in your local community.
To add that personal touch, why not send birthday and/or Christmas cards to your customers? Here at OY, we even send out cards on the anniversary that we started working with our lovely clients!
We hope this gives you a few ideas, but if you still need some inspiration, you know where we are!