The problem most businesses face is they want to grow, but all they know is what they have been doing. They remain stuck in a mindset of: “they have made it this far on their intuition and connections, and don’t feel the need to review and want to move forward.”Not know how to market a business is one of the main reasons many companies fail. Essentially they are not in tune with their audience. They are not keeping up-to-date with the changes in technology and behaviour of their potential clients. Here is a perfect example. A couple of years ago, Frozen Yoghurt shops appeared everywhere. Now there are hardly any. The concept was not new, but it became a fad. The businesses behind them failed to listen to the changing desires of their customers as they became more familiar with the product. There were mixed messages about the health value. They became reliant on more of a self-service model and people having to make choices of ingredients to add. At the same time, ice cream chains like Gelatissimo have remained viable businesses. Why? Yes, you can have toppings, but the focus is on the flavours they test and recommend. They offer more service and draw you in with the design of the outlet.In simple terms, they know their audience and what they want; a family experience which will make you smile. They based all their marketing on this knowledge.The basics of how you communicate with your audience are the start of the engagement. People, trends and communities change, so you always need to be prepared to review.
We have developed a test to check the authenticity and overall status of your brand and marketing. Based on my framework for successful communications it gives you measurable results to compare year to year, along with clear recommendations on the next steps to take.
What you want to know is, once you have the foundation work in check, what do you do next?
Marketing is about building an emotional bond with your target audience. You want to put yourself in front of as many people in that audience as possible.
Step 1:Determine the leading platform to communicate with them effectively. (check out this article on the benefits of social media)
Step 2:Test the market by committing for a short but reasonable trial period.
Step 3:Decide if this about brand awareness or direct selling.
Step 4:Develop a series of test messages, including graphics.
Step 5:Determine How You Will Measure Success
Remember a trial is a limited sample and does not allow for any momentum gained over time through consistently feeding it material. When you consider a benchmark for success, dig deep online to see what to expect. Many marketing campaigns deliver responses from less than 1%, so don’t set your expectations too high. In fact, you should look at most marketing as raising brand awareness rather than having an immediate direct correlation with sales.Let’s Cut to the Real