When it comes to effective marketing, the challenges ahead can be daunting. To start with, there are so many platforms out there at you could use to get your message to market – online, offline, above the line, below the line…….which ones to do I use? Not only that, what do I say to my potential customers and when? More importantly what does the ‘line’ actually mean!?!
Let’s face it, marketing is sector full of noise. Thousands of companies selling themselves everywhere you look. From petrol pump nozzles to ads on cashpoints, everywhere you look is someone telling you what to buy.
However, before we get to platforms and messages, we need to stop and think about what our aims and objectives are. What do we want to achieve with our marketing? Despite working in the industry for 30 years, without question the most prominent objective is to make more sales.
So in order to make more sales, a company needs to visible; visible to the market it is selling to, but also visible at the right time, saying the right things for the right reasons. This might sound like common sense, but it’s not as straight forward as you might think. For example, if you knock up your own website and post it onto the world wide web, just because you can see your website when you look for it, it doesn’t mean the potential customer will.
A great deal of this visibility since Covid reared its ugly head has been online as people at home flocked to Google to find things from news to games to interiors to things to do. Internet usage and search volumes rocketed; I saw a statistic that said internet search volumes increased 54% in some sectors with Google adwords seeing a 23% increase in ad conversions.
This means that the emphasis on where your services or products appear in search has increased even more when it comes to marketing. The response to a user’s search query can be the difference between success and failure!
In 2022 every business primarily needs to create a strong digital footprint which will make it visible to its potential customers. My advice is that marketing is a marathon not a sprint. It’s a process not an event. Think about your customer – who they are, where they are and what their buying behaviour is. Invest in the strategy behind your marketing. Constantly revisit what you’re doing. Make sure you have a mix of activity and methods of tracking effectiveness. Test things and ideally, consult a specialist.