Finding the right matrix to connect with target audiences continues to be a challenge for most business managers and owners as communication outlets and audiences grow exponentially day after day. Marketers are often faced with the challenge on making the right decision on where to invest their time, effort and, most importantly, their resources to create an impact with their audience and show a return on investment.
What remains the same are five basic marketing best practices that will yield long-term benefits for most businesses, particularly those in the home building, surfacing and construction industry:
1. Know Your Audience
Before you proceed on creating budgets, strategies, and ways of engagement, it is important to truly understand who your target segment is. Focus on understanding their buying behaviors, buying cycles, tendencies, and begin seeing your business through their eyes, vs expecting them to see your business through yours.
2. Establish Your Value Proposition
Often businesses focus on their own internal efficiencies as their core value proposition to the end user. The reality is that businesses should establish their value proposition through the eyes of their customers. Find three areas and categories that make your business unique and different from your competition. Again, focus on areas that are relevant to the purchaser, not your internal milestones.
3. Define Your Channel
Part of understanding your customer is understanding the areas where your customer will make decisions in the buying process and what tools they need to help them make the purchase. Its not often about turning leads into sales by pushing price point and promotions, its about engaging with the end user, understanding their needs, understanding where its relevant to speak to them, and narrowing down your message to them in a way that does not feel forced or disruptive.
4. Set a Budget, Strategy, and Focus
Once you’ve established your audience and your value proposition, next, it is important to define a strategy. Your strategy should encompass all the areas where your target audience may be looking for sources to help make their decision. It is key to define the channels that make the most impact and focus all investments and resources there. Do not sprinkle your resources by trying to be everything for everyone. You will show greater results by focusing your strategy and efforts where it matters most.
5. Be Consistent
Building audiences and seeing results will take time but it is imperative to be consistent in both the channel(s) and the message you are promoting. Messaging needs to be the same across multiple platforms (literature, website, social media, etc) and always focused on your key value proposition. No matter where the customer finds you, presenting the same image of your brand is imperative.
Regardless of your audience, industry, or business size, marketing is about messaging, consistency and repetition. Whether you are working with an internal team, or through an external party, ensure everyone executing your marketing plan is well connected. Understanding your company messaging, the specifics of your business, industry news, and most importantly, your customer, will help ensure success.
At Marqet Group, we focus on working with our clients to build custom strategies that help businesses grow their audience and ultimately their sales. If your business needs a boost, or you simply have a question about your own strategy, feel free to contact us, we would love help!