Unless you’ve been hiding under a rock, the term thought leadership is the latest corporate buzz word making the rounds in business literature around the globe.
Perhaps you have tried traditional marketing compared to digital marketing but the difference in results is not so significant. The answer lies in the basic fundamentals of marketing.
Fact: The average revenue increase attributed to always presenting the brand consistently is 23%.
With the ever evolving marketing world, what remains unchanged are the core fundamental elements of marketing, i.e. positioning, packaging and promoting. The marketing success of any organization depends on the effective use of these vital marketing elements.
Ultimate Ways to Make Your Marketing a Success in 2019
The success to marketing lies not only in understanding of your product and marketing elements but in the integrating of all combined. Learn the ultimate ways to make your marketing a success in 2019 listed below:
1. Position your Brand
Understand who your target customers are. What are their requirements? Position your brand amongst your target customers.
A key brand positioning strategy would be to enunciate your brand’s differentiation from competitors.
What is the key factor that makes you different from others?
Think about why your customers choose your brand over others and what value it offers.
Fact: 48% of consumers expect brands to know them and help them to discover new products or services that fit their needs.
Here are a few points that will help you to position your brand:
a) Market Differentiation
Now you might think that one of your key factors that differentiate you from others is a low price. You need to understand that attracting the customers through high value is far better than enticing them by being a low cost product. You need to focus on your brand’s USP’s, presenting yourself as an expert in the field.
b) Brand Optimisation
Optimising your brand over time is important. There are various ways through which you can optimise your brand such as LinkedIn profile, logo, website and eDMS. You may refer to a third party such as VIS for this task to be done effectively, as these companies are experts in these areas.
c) Marketing Collaterals
For the effective positioning of your brand you must decide which marketing collateral is best and how it should be used. For example, you can choose to optimise your LinkedIn profile if your business is B2B.
2. Package your Expertise
You need to show people you are the leader in the industry. Packaging your products or services is a good starting point. If you are a service company, this makes your services and products are convenient for your customers to buy.
Packaging not only helps you to demonstrate your knowledge and skills in a specific field but also helps you to build an asset that is ‘bigger’ than you. The following are some points to assist with packaging your expertise:
a) Offer Choices
With the development in technology, people are surrounded with many choices. Offer different options for your customers to choose from. The chances are they might end up choosing at least one option.
For example, if you offer a big glass of coffee and a small glass of coffee then, you may choose none of them, whereas if you offer 3 choices, including the middle one, you will probably buy the middle one.
b) Conversion Friendly Technology
We are living in a technology dominated society. You can make your brand packaging attractive through a well-planned campaign, integrating all your marketing channels together including your website and your app.
According to statista.com website, it is expected that the smart phone users will reach up to 2.71 billion in 2019.
c) Positioning as a Market leader
Packaging helps to demonstrate your knowledge and skills in the industry, and an opportunity to present yourself as an expert in the field. Customise your packaging of your products and services in a way that is appealing to your target audience.
3. Promote – Offer value
Last but not the least, promotion is the ultimate and most important factor when it comes to marketing. After careful evaluation to position and package your brand, what come next is promotion.
Fact: Almost 71% of small businesses do their own marketing in-house. But, according to Forbes, small businesses who are happiest with their marketing performances hired outside agencies to handle it for them.
Promotion is a voice to your brand, sending out a brand message loud and clear to your target customers. This helps your lead list to move on to the conversion list. However, only well planned and researched promotion can perform this magic.
Here are 3 tips to create that magic:
a) Right Audience
For an effective promotion you need to search for your target market. You cannot sell a pen to a customer searching for an umbrella on a rainy day. You may gain many leads but only a few people will convert.
A company like VIS can help to find the right audience with our 360° approach. Under our 360° marketing solution we carry out 4 principles i.e. discover, design, development and drive for your ultimate marketing success.
b) Right Presence
As it goes, be where your customers are, your promotions will only be effective if it reaches your targeted audience. For example, if your customers are present on Instagram then there is little use promoting your brand in LinkedIn.
c) Right Message
Let’s say you have found the right audience and the right platform to promote but it is not enough for your target audience to convert. It is important that you communicate a right message.
Today advancement in technology and AI has made it really easy for businesses to communicate with customers and deliver the right message. For example, chatbots have made it easier and more efficient for businesses to be present 24/7 to customers at any time of the day. Additionally, it can provide instant messages and take messages and send replies in your absence.
Most of companies outsource other companies such as VIS, so that their promotions are done effectively. Spending your money on outsourcing will benefit you with their expertise and efficiency.
Talk to us and let us help you to making marketing a success this year.
Book your FREE 30-minute consultation here.