When it comes to marketing your brand, a lot of modern companies fail to reach out to their customers and clients. Casting their net far and wide, they try desperately to be all things to all people. This sort of marketing, though it rarely works in the real world, entraps countless business owners into the mistake of spending too much time, effort and money to get very little in return.
To get out of this common trap, marketing professionals must grasp the true essence of who their real audience happens to be and, just as importantly, how to talk to this well-defined audience. It is only when you know who to target and what to say to your target audience that your marketing efforts will start to make good marketing sense. The following are a few essential ideas to help you get started spicing up your brand’s image with your marketing efforts.
The Truth About Sales Volume
You will know that your brand is gaining a positive image only when your sales volume is up. This all-important benchmark is the only true indicator that your marketing is having the impact that is desired. Many marketing professionals confuse high lead volume as to mean they are marketing well, but vast numbers of leads are not always as positive of an indicator of how well your brand is doing as marketers would like to believe. Sales, on the other hand, demonstrate more positively that a lead is more than interested. When vast numbers of leads are opening their wallet and shelling out cold hard cash for your products and services, this means your brand has moved beyond the point of being interesting to the point of earning the trust of those to which you are marketing. If the marketing you do is not also aiding in high lead conversions, then this indicates that your brand is not quite there yet and it is time to change your marketing approach to push those leads over the edge.
Sales, on the other hand, demonstrate more positively that a lead is more than interested. When vast numbers of leads are opening their wallet and shelling out cold hard cash for your products and services, this means your brand has moved beyond the point of being interesting to the point of earning the trust of those to which you are marketing. If the marketing you do is not aiding in high lead conversions, then it indicates that your brand is not quite there yet and it is time to change your marketing approach to push those leads over the edge.
Speak to the Radical Element
One way to boost confidence in your brand and obtain lead conversions in higher volumes is to speak to the customers who are your brand’s biggest fans: sometimes referred to as super fans. This tactic is especially important when your company is the underdog in a sea of highly competitive rivals. By speaking to those who most radically support your brand, you are leveraging the true believer’s in your products and services to help you go out and bring others into the fold.
Consequently, giving your most radical supporters incentives to pull others in is hugely successful, because other potential customers are always on the lookout for someone they trust to tell them why your product or service is the best in the business before they will commit to making a purchase. This is one reason why the most radical customers are a company’s best marketing asset, and their continued satisfaction with your brand can pay off in huge ways. According to Forbes, developing loyalty incentives and rewards programs is one of the sure-fire ways to reach the fans who will support your brand the most.
Isolating Customer Types
Before you can market to customers with a more specific focus, some research needs to be done on what types of people fit with the products and services you are offering for sale. By identifying with ideal customer types for each product and service you are pushing, your marketing will be able to speak more directly to the customer that is most likely to bite. Learning everything you can about how these people talk, dress and the attitudes they harbor will provide you with insights into how to structure your marketing efforts to reach these individuals more effectively.
It is common knowledge that certain age demographics respond differently to different platforms for communication. So, for example, let’s say you’re a real estate agent looking to sell a property. Who buys houses? Certainly not teenagers. So it instead of focusing too much on Facebook and email, use SMS instead since statistics showed that they have a 98% open rate compared to only 22% for emails.
Marketing With People And Relationships in Mind
According to Zapier, true marketing of your brand is about people and relationships. While a product or service-centric marketing focus may seem like the way to go, the truth is that products and services are meaningless if the people are not there to purchase them. For this reason, customer relationship management apps and software help to organize and alert marketers to where the real opportunities to make inroads with their customers and clients reside. Something as simple as knowing who on your staff has the best connection with a client your company is courting can be golden when trying to get that next tough account ironed out and the deal closed. With CRM software providing you with insights into how these relationships work, critical marketing decisions can be made rapidly and seamlessly.
A Little Help
Building more personal relationships with your customers can be improved with a help of a social listening tool. It gathers all online conversations relevant to your business in real time which gives you the opportunity to react quickly and reach out to your fans and build great relationships. See how PlayStation does it:
A social listening tool like Brand24 collects mentions of your predefined keywords all from all across the Internet. You know what people say about you online and you can respond to it enhancing your social media reach and brand awareness. Here’s more about brand management using social listening. You can try Brand24 out here. The trial is completely free.
Even though we live in a modern age, the secret to a superb marketing of one’s brand is still all about how to identify and connect with the people to which you are marketing. While other marketing tactics try to focus on products and services as the main thrust, the real focus should be about getting people involved with what your company is all about. When you properly identify the right type of consumer to market to and speak to the most radical and supportive fans of your brand, you will be surprised at how well your brand truly sells itself. It is only when you have won the hearts and minds of the people you market to that you will truly hold their well-spent money in your hand.
Philip Piletic is a freelancer, writer and traveler who loves to share his experience with others by contributing to online communities and helping others achieve success.