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Marketing Tactics

Enhance Your Marketing Tactics

Maintaining and enhancing your marketing strategy is key to sustaining and increasing your customer base. Here are some tips to help you step up your marketing game.

First Steps

Periodically evaluating your marketing strategy is necessary to reach your customers. It’s important that you take a holistic view of your marketing tactics and determine if changes need to be made. Look at the social media platforms you use and decide if you need to expand or make adjustments.

Take stock of where things stand now

 Think about what has worked well and what has not. Consider these questions:

  • Are you generating new customers/contacts each month?
  • Is your newsletter click/open rate increasing or stalling?


Take a look at the latest financial reports. See what trends there are and if they coalesce around your marketing efforts.


Do a monthly audit of your social media accounts. Businesses spent over $17 billion on social media marketing alone in 2019. Consider how you utilize your accounts and resources and optimize these channels.


  • Look at your followers and subscribers across all your social media platforms. Do your numbers increase, decrease, or remain the same month-to-month or quarterly? These numbers are a great indicator of the reach your business has.
  • It might be less than desirable, but take some time to read reviews and comments about your business online. It might highlight areas of improvement, but could also show you areas where your business is performing well and where you can maximize your efforts.
  • Are there platforms that seem to work better for your business? Have you noticed that you get more traffic on Instagram or Facebook? Is there a platform that you’d like to explore more? Take some time to look into what’s working well and what other options might be best for your business to utilize. Some platforms even provide enhanced business services, such as Facebook for Business.

Now that you’ve taken the time to look at your plan and social media accounts, you can look at what’s working and what is not. It will help you to examine your business reach, engagements, and conversions.

Identify your marketing problems and solutions on how to fix them

Marketing Metrics

Reach

Engagement

Conversion

Reach

Reach is all about the number of people your business touches. The more people you reach means the more people who could potentially walk through the doors of your business, in person and virtually.

If you’re having trouble expanding your reach, or you want to simply boost your social media and digital operations numbers, consider the following:


  1. Send out a newsletter (daily, weekly, monthly, or quarterly) and have a place on your website for people to sign up to receive updates.
  2. Upgrade your website to be more user-friendly and make enhancements. Doing some regular blogging or on page-search engine optimization (SEO) might be easy, quick fixes to drive up traffic.
  3. Consider advertising on Google or Facebook. There is a cost, but the extra investment might be worth it.
  4. Make sure you post relevant and quality content on your social media accounts and that you use relevant and popular hashtags.

Engagement

The whole point of marketing is to engage people around your brand. You want to attract the attention of potential customers, but marketing strategies can sometimes fail. Here are some ways to fix that and build on your businesses’ brand.

  1. When responding to comments or reviews, it’s important to stay positive! Over 70% of potential customers are likely to make a purchase with your business if they’ve had a positive interaction with your business over social media. If you respond to customers over your website or via social media, be sure to respond in a timely and respectful manner.
  2. Create partnerships and network with other businesses in your area and businesses that do similar work to yours. This type of networking is not only a great way to expand your reach, but also engage with other potential customers.
  3. Make sure the navigation on your website makes sense and is user-friendly. The easier it is for customers to find what they need, the better!
  4. Research what other businesses are doing. See what works well for them and think of ways you could implement similar or better engagement strategies for your business.

Conversion

The transition from a potential customer to a purchasing customer is known as conversion. If you reach and engage with lots of prospects, but do not convert them into customers to purchase, here are some solutions to get people over the finish line.

  1.  Have a call to action on every part of your webpage and in your social media posts. You need to not only drive people to your website, but to also engage and ultimately make a purchase.
  2. Make it easy for people to make a purchase. For example, no one wants to have to fill out a form with a lot of fields to spend their money. Keep it simple and easy for your customers to make purchases as quickly as possible.
  3. Always be sure to give the customer easy ways to contact you in case they need help or are confused. The easier it is for your customers to engage with you increases their chances of having a positive experience.

Moving Forward

Reviewing and enhancing your marketing strategy can take time and effort, but will pay off in the long run. Always remember:

  • Create a detailed marketing plan (if you haven’t already done so) that includes metrics and goals that you want to reach. You can’t measure any change or success without knowing how far you’ve come.



  • Be patient and keep at it! One post on your newly created Instagram page isn’t going to magically bring a stampede of business your way. These things take time. Keep posting and keep finding new ways to engage your customers.
  • Track, monitor, and constantly evaluate the plan you’ve put in place. Make tweaks and adjustments along the way.



  • Use your authentic voice. Never try and pass for what you aren’t. Your customers can read right through it. Be authentic and true to your business, your community, and your brand.

The success of your business is only as strong as your marketing plan. Take time to review, tweak, and move forward with your plan. As your business grows, your marketing plan should grow with it.

Risk Mitigation
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