Image provided by Sven Mieke via Unsplash
If you're using someone else's marketing strategy - either as a starting point or as a copy - you're missing out on many opportunities to show your uniqueness to your ideal target audience.
Using a blueprint that's specific to your business, goals and resources is key to achieving success.
In this video I posted on YouTube you can view the 3 ways to customize your marketing strategy for your specific goals.
Here are the 3 things to keep in mind:
The goal: the marketing you put into action will vary by business goal. You will approach and have a different call-to-action (CTA) if you're goal is to increase revenue vs. a goal to reduce churn.
Your target audience: if you have more than one persona, identify which is best for attracting attention for the goal. If you're trying to reduce churn, you'll want to look at your data and identify trends or patterns in those customers who canceled or decided to no long do business with you. The messaging will be different (and you're likely to have an internal opportunity to close a gap or fix a problem).
Map the customer journey: look at your data, talk to your sales team and/or identify the navigation of your prospects and customers from the various touch points. If you need to reverse engineer it, go for it! The point here is to understand how the buyer journey and make sure it's frictionless.
As you continue to mark a month off the calendar, are you also on target to reach your business goals? If not, have you identified the reasons? That is your primary goal: identify any issues, determine how to correct each and create an internal and external process that works for your employees and your customers. Map to the customer's needs and you're employees will do the same.
What would you add to this list? Leave a comment below and let me know!
Vicki O'Neill is a fractional CMO in Ohio who takes small businesses from plateau to grow! The problem she solves for small business owners is visibility resulting from lack of engagement with the target customer causing the business to plateau. She founded KenKay Marketing in 2011, started the marketing and sales podcast, Connect the Dots, in 2018 and launched a 2nd podcast, The Power of 3X, in 2019 with her Gen Z daughters. Vicki is on social media and most active on LinkedIn. Connect wherever you spend the most time! Subscribe to the weekly email for more!
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