Where should I focus my marketing efforts?
In uncertain times it can be difficult to know where to focus your time and energy. In this article, we will answer all your frequently asked questions about which elements of your marketing strategy you should invest the most time and effort. We have identified four primary areas of your business that you can action today.
Customer Avatar Profile
An essential part of any marketing plan is having an in-depth understanding of who you want to connect with. Now is a great time to review your Customer Avatar profile – you can view our previous article on the topic here.
In short, your Customer Avatar helps you to understand more deeply who you are selling to and how to identify the ideal client. Focus on Growth can provide Customer Avatar Worksheets, which will focus on five main areas of your client base:
- Goals and Values – How can your business help your clients achieve their goals? How does your service align with their values?
- Sources of Information – What do your clients read, watch and listen to? What other companies are they engaging with?
- Demographic Information – Are your customers of a certain age, are they married, do they have children?
- Challenges and Pain Points – What keeps them up at night? What blocks them from achieving their goals?
- Objectives and Roles – Why has the potential client not engaged your services yet? Why have they not purchased your product?
Remember, your Customer Avatar represents the people you are trying to attract to your business, so it is crucial that you understand their motivations. Once you are confident that you have identified one customer profile, you can develop multiple to represent all the customer demographics you want to reach.
Customer Value Journey
To improve your marketing strategy, you must understand the journey that your customer will take with you. Ideally, you will be transforming complete strangers into raving fans who are promoting your business to their friends and family. The Customer Value Journey is an 8-step path as your customer discovers your brand, builds a relationship with you, and becomes an advocate. This is a journey you must take with them, or they may get lost along the way.
The eight steps you can incorporate into your marketing plan are as follows:
- Make Them Aware – A potential customer can learn about you through advertising, blog posts, social media, word-of-mouth, or any of the other marketing channels that you commit to.
- Get Them to Engage – Engagement is the stage you will begin after the first interaction between your brand and the potential customer.
- Ask Them to Subscribe – Request the potential client’s permission to send them an email with information that may be valuable to them.
- Make Them a Customer – If your information has enough value, your potential customer can deepen their commitment to your brand through a low-risk, high-value entry-point offer.
- Get Them Excited About Your Brand – Allow your customers to build excitement about your brand and make further purchases.
- Make Them a Multi-Buyer – Your goal is to generate repeat business and real profits, not just have the customer engage with small entry-point offers. Ascension offers may be simple upsells after their initial purchase, but your service should make your customers want to buy from you again and again.
- Ask Them to Spread the Love – Happy customers love sharing their experience; at this point, you can ask customers to provide their positive feedback through writing a review or sharing a social media post.
- Make Them a Promoter – In the promotion stage, customers will actively share information about your brands, products, and services. They make recommendations and share your offers because they genuinely believe in them. A promoter relationship should be a win-win for both parties.
Market research is critical for the conception and development of any business. It will also greatly determine your marketing strategy. The first element of market research is finding out who your competitors are – you can use search engines to identify the top competition in your market. You may find that you occupy a niche with no competitors, and market research will help you take advantage of that.
Next, you need to get into the head of your customers – find out what is important to them and what they want to buy so that you can provide the most appropriate products and services to them. Finally, you can conduct funnel research and ad research to find the most profitable products and fine-tune your advertising campaign.
Map Out a Marketing Plan
A marketing plan is a roadmap for your business with your strategies and goals for the future. To create your marketing plan, you need to incorporate your Customer Avatar, take a client on the Customer Value Journey, and conduct the research into your competitors and customers.
There are a considerable amount of strategies in marketing, and it may take time to find what works for you. Once you have identified your strategy and created your marketing plan, consistency is crucial. After you decide on where you will focus your marketing efforts, you must do it regularly and consistently to achieve the best results – even if you can only commit to one hour per week.