In this multimedia presentation, Micheline Maynahon, co-founder of Omega PR, encourages you to know what Marketing is and how it’s used.
Learn What Marketing Is and How It Is Used
No matter the specific demographic, your marketing needs to teach and inspire people. For instance, if you’re selling a high-end grill, the key to educating your target audience will be selling them on how to cook differently. With that in mind, give yourself a checklist on what you plan to accomplish with your marketing. Consider these three steps to help you learn about marketing so you can use it well.
Step 1: Make a SWOT Analysis for Your Marketing
SWOT Analysis is the first step in a consumer research process and will help you find the best way to communicate with your potential customers. Visit all your core business goals and identify them through a SWOT Analysis analysis. Then, uncover where you see your weaknesses and incorporate those points into your strategy. Decide on an “Inside” or “Outside” angle for each stakeholder group you intend to reach.
Step 2: Get Your Audience’s Opinion
As you conduct SWOT Analysis, there will be certain elements of your marketing that should be emphasized. What elements do you most want people to know about? You need to choose these because this information is what will motivate your target audience to buy the product.
Use the website or social media channels where you’re most confident your target audience is active. If you can’t reach your target audience there, develop a site that they can learn more about via search engine optimization and help them to find the right products in their various interests.
Step 3: Log All Your Conversions
After your SWOT Analysis, you can analyze your website metrics. You can find the number of visitors to your site, how many people clicked on your affiliate links, how many people clicked on your ad links, how many people participated in research and submitted an order, etc. Be sure to track this information in order to reinforce your thinking about your marketing message.
In order to monitor your conversion rates, you must log every touch point you have with your marketing campaigns. This takes time and commitment. Although the data is important to track, don’t expect it to change your beliefs about the types of marketing you run.
Those types of marketing will always be necessary so make sure you’re not running completely different strategies.
Overcome your Marketing Obstacles
Finally, you’ll need to overcome some of the obstacles you’re running into with your marketing strategies.
The first obstacle you’ll need to overcome is typically related to who you’re marketing to. You’ll need to identify your customer base, both new and existing. Find out where they live, what their workplace entails, and what type of media they consume to figure out who they are and what they like or don’t like. Make a great deal of effort to keep track of their preferences so that you can make targeted ad changes. If you need to create some sort of database to use in your overall ad campaign, this will be a time-consuming and expensive exercise.
The second obstacle is usually related to the nature of your ad buying. In a competitive environment, you may need to turn to pay-per-click or email ad buying in order to get enough exposure to reach your target audience. However, this can cost you money. So, if you can avoid both, find a way to achieve your goals. Think about how many visits or calls you’d like to receive in order to generate revenue. If you can find a way to sell your messages with less expensive methods, use it. Don’t limit yourself in a way that inhibits the effectiveness of your marketing strategies.
When you identify these obstacles, you can tackle them in a number of ways. You can create your own strategies or determine which methods you’ll try with others to get the results you’re seeking.
Step 3: Talk About What Your Marketing Campaigns Are Doing for You
Of course, your marketing programs aren’t meant to waste time, effort or money. They’re a way to direct attention toward your products and influence your audience in new ways. So, talk about the successes your marketing campaigns have had.
This is when you’re encouraged to share their experiences in a recent advertisement, brand promotion or advertisement. For example, talk about the email newsletter you created about your products. You might want to talk about other aspects of your marketing that you feel have had an impact on your success. For instance, you might say that you designed a contest for your business called Win an Afternoon with Rich. Or, you might mention that your website design and layout had a positive effect on the response of your customers. Then, repeat the stories you want to tell over and over again to illustrate to your audience how your marketing has affected their purchasing decisions.