There is no better way to build a business than with a strong marketing strategy. The one truth that remains is that without marketing, there are no sales, and without sales, there is no revenue. Without revenue, there is no such thing as a business!
“Conversation with customers will increase sales, even if the product or service is never mentioned.”
– George Farris
Building a strong and effective marketing strategy centers around the simple concept of having meaningful conversations with customers or clients. To have those meaningful conversions, you need to reach potential customers across all platforms to give yourself the broadest reach possible. This means not only do you use the traditional outlets available (print, radio, TV), but you must include the digital platforms (social media, email, blogging) to access a global customer base. The only way this can be done effectively is through marketing and the implementation of a strong marketing strategy.
The focus of all marketing efforts is to move a business forward by achieving long and short-term sales goals, creating and increasing revenue. The marketing and sales departments’ focus and goals must be in perfect alignment with the organization’s goals and objectives to find success. You will find more and more successful organizations are combining the marketing and sales departments together to ensure the type of cohesion required. This is truly the first step in getting a strong marketing strategy moving forward.
Here are a few concepts to consider as you develop your marketing strategy;
Be a Storyteller – You should think of the organization’s story, vision, and mission like a novel. It requires a cast of characters, a lineage, and a purpose. Write your story in such a way that it is compelling and relatable to customers. This will be your first connection with your base.
Customers Can Relate – The logical customer will only get you so far. For real success, you must connect with your customers on a strong emotional level. You must create love and loyalty for the business because they like you.
Customer is King – The only thing in business that matters is the customer. You can create the best products and services, but if you don’t connect with the customer, then treat them like a king, they will go where they are treated that way. You must focus your marketing strategy on the customer relationship. Products and services will sell themselves when you have won over the customer.
Be Everywhere – Everywhere a customer looks, they need to see you! No matter what medium they are using, you must have a presence. This is never more accurate than in today’s digital marketplace. Customers spend hours connected to the internet every day, and you have to have a marketing strategy that touches them across all platforms.
Grow and Build – A strong and effective marketing strategy must grow with the customer and your business. Customers’ needs change, and you must stay ahead of the curve and anticipate the change. This requires agile thinking and the ability to grow in scale.