It connects people with your business but highlights why they should purchase from you.
Marketing strategies create an environment where consumers want to purchase your product/service. Everything communicated about your business is considered marketing, because it is a reflection of the business.
Marketing drives sales.
All too often, faced with many other expenses, small businesses put marketing as the last thing they need to spend money on.
Social media platforms have created an environment, where small businesses think they can do it themselves. Essentially this is true, however, there is a lot to consider in putting together a marketing strategy, and creating an environment where people want to hear what you have to say.
Branding becomes integral in this process. This is because it sets the tone used for your business…think of it as the voice. It is the very first thing that should be considered. How do you want your business to be represented? What sort of clients will buy from you? What are their needs? What are your competitors doing? How do you want to set yourself apart from them?
These all have a direct impact on the branding used.
Sounds confusing? It isn’t. Think of big-name brands and common wording used to attract customers. Nike uses a lot of action words, making you think of moving and sport. Woolworths attracts the person doing the shopping and makes them think of the freshness of the goods. Theme parks use wording that makes you think it is fun and exciting. Clothing brands use wording to represent whether it is about men’s or women’s styling and its importance. These are just examples.
At Conscious Marketing, it is important for us to be considered honest, ethical, and friendly. Our aim is to make marketing less confusing and create stories about who your business is, and the product/services you provide. The tone used reflects this. What tone do you use?
Branding impacts every element of marketing, from business cards, uniforms, customer service provided, and all marketing material.
The marketing industry has changed a lot over the years, it was all about direct selling. While this is important, today it is centred around gaining goodwill. When people trust you, they will come to you when they need what you are selling. Trust will help to grow your business. This is why branding is crucial because it gives the customers a very clear idea of who you are.
Small businesses are today, also, given an even platform to compete with bigger businesses. Websites and social media are huge driving forces in this because they make advertising affordable.
With everyone having access to phones, computers, and tablets, the internet is a great place to advertise. Television commercials and radio ads still play an important role, but with so many other avenues there is more room for everyone to market who they are.
Marketing strategies would include an analysis of what is happening both within your business, the industry, and your competitors. Finding strengths and weaknesses and playing to both. This research is detailed and time-consuming but it does give the opportunity to provide the most impact.
After this research has been carried out, it is important to work out how you want to connect with your customers. This will drive the types of marketing used.
Nothing should be direct selling all the time. This won’t build trust, and it is the goodwill that is needed to create sales. Instead, think of the 70:20:10 rule.
70% of your marketing should be about advertising who you are and what you do.
What makes you good at what you do? Why are your products important? Engage with people and showcase what you know, answer questions. Essentially, show off your business and products/services in detail.
20% is educating about the industry you work in and even discussing what competitors are doing.
What direction is the industry headed in, and what are new advancements or directions taking place now? This provides people with the information to not only gain trust and communicate but better understand what sets you apart. It, also, shows knowledge of the industry and this, in turn, helps build trust.
10% is direct promotion.
The call to action to buy from you. At first, it seems crazy that only 10% is direct advertising of products/services. The point of marketing is to sell, so why is it not more? The reason is simply that trust sells. Providing 90% of your marketing into providing information creates an environment of trust. You are showing you are passionate and knowledgeable and have a deeper understanding of the industry and products with which you are working in. This trust means people feel comfortable engaging with you, and not only purchasing from you but providing repeat business and creating new clients via word of mouth.
Planning your marketing strategy around this rule, which can be flexible, means that you are providing the right place to reach your audience. Taking care to understand what the client needs to hear and how they will hear it.
At Conscious Marketing, we think of marketing strategies as storytelling. As marketing provides a story of who you are, what you do, how you do it, and what is happening within your industry. This approach is tailored to your brand. We are happy to assist you with creating a marketing plan you can implement yourself, or provide marketing services to suit your needs.