Conventional marketing wisdom implies that customers will flock to a company’s doorsteps if it advertises its products and services. But as any marketer quickly discovers, it’s not always enough to get the word out about what a company has to offer. Getting attention and getting your name out there is often just one step towards achieving your marketing goals.
And with shrinking marketing budgets, managers and their teams need to prove their money is well spent. Getting tangible results that contribute to business success is part of the game. As a result, many marketers wonder how to get better results and what marketing strategies will deliver them. For best results, consider these four marketing strategies.
1. Lean on influencers
Traditional marketing strategies place advertisements that can target specific audiences. However, these posts compete with all other advertisements in the same space and may seem fancy. Conventional ads usually follow a formula, and the audience can tell that this is a company that is sounding its own horn. Those precious marketing dollars are more likely to be wasted when people log off or mute the message.
On the other hand, strategies involving growth marketing look for more personalized ways to reach an audience. One of these methods is to use influencers to promote your products and services. Instead of saying how great your business and its offerings are, someone your ideal consumer trusts does it instead. This way, your target audience is more likely to listen and perceive the message as genuine or as advice.
Partnering with influencers who share the same space or embody characteristics that resonate with your brand values can be fruitful. Influencer marketing helps you stand out and gives consumers a compelling reason to try your products. Just make sure it’s easy for your chosen influencers to share your information and give them an incentive.
2. Optimize content for local SEO
Most content marketing teams know they need to do keyword research to optimize web pages and blogs for search engines. General keyword research searches for short and long words and phrases that match what a targeted audience is likely to search for. For example, an organic bakery business might create blog posts with search terms related to “healthy cake ingredients.”
While general keyword research can drive results, marketers sometimes overlook optimizing content for local searches. A local search is when someone puts in terms like “organic cakes near me” or “where to buy healthy cakes in Chicago.” Including keywords that target local searches in online content helps capture the attention of relevant audiences.
Research shows that 70% of consumers who are starting to look for solutions and businesses online are doing so with local intent. They are looking for products and services that will relieve their pain points. But more importantly, these consumers want to get these deals from businesses in their area. They tend to trust and feel more emotionally connected to businesses that share a local identity. Not directing online content to nearby audiences ignores these preferences.
3. Use testimonials and case studies
Customer testimonials and case studies are similar to influencer marketing. You let someone else sing your praises and promote your brand. With this strategy, however, it’s the people who represent your customer base. They are loyal for a reason and are also willing to use their voice to become your company’s brand ambassadors.
Testimonials can be online reviews or commercial-length videos you produce with customers talking about their experiences. Written comments from surveys, focus groups or interviews are additional sources of testimonials. As long as customers allow their reviews to be used, you can include them on your website or in testimonial campaigns.
Case studies usually involve more in-depth videos or written content. These in-depth testimonials outline a customer’s pain points and how your company solved them in detail. Case studies and customer testimonials are effective because people are drawn to authentic stories. Potential customers will identify with and believe other people who look and sound like them over a sales pitch from an inanimate company.
4. Send personalized emails
Successful marketing strategies do more than drive awareness and generate leads. Growth marketing, in particular, finds ways to leverage the entire buyer journey and personalize the customer experience. To get results, businesses can’t stop at lead conversions. Businesses need to attract existing customers and give them reasons to keep buying or upgrading.
Loyalty programs and rewards are typical tactics used by businesses to retain existing customers and entice them to buy more. But sending generic emails or displaying general content in a mobile app to current customers can fall flat. It’s great to know that there is a free offer on iced lattes. However, single people may find this message deaf. Who will they share the second drink with? This segment of consumers might have little need for two coffees at a time.
You can avoid these potential mishaps by leveraging customer data. Send personalized emails to your different audience segments with their unique lifestyles and buying behaviors in mind. Personalization includes promotions that are more likely to appeal to specific consumers. Test a deal on larger versions of the slats they’ve purchased frequently in the past. You can also offer bonus points for buying their favorites three times a week instead of once.
More than ever, marketers and teams are under pressure to deliver results. While conventional strategies can work, they are usually not enough to drive long-term sales growth. Marketing strategies, such as using influencers and personalized emails, extend the potential of traditional messaging. These strategies can improve marketing budget results and ROI by focusing on the voice of the customer.