Improving marketing effectiveness is a common goal for any type of business. After all, we're all looking for ways to invest less and earn more.
So how do businesses make sure that they maximize their marketing to deliver the expected results on time while staying within the budget?
Marketing tactics are what gets you there, but in order for marketing to be truly effective, you need to follow these 7 methods.
1. Share a common vision
When it comes to marketing, your clients or customers are your top priority.
However, you also need to pay attention to your team and company's culture. What captures their hearts and keeps them moving forward toward the same shared goal?
You might be too focused on your tasks, deliverables and the output but in order to make that impact, you need to start building a strong foundation. And this foundation is your own team.
After all, you'll never get to your company's vision if your team is not supporting you along the way. Work together toward the vision, and you'll see faster results.
2. Pay attention to the underlying strategy
Business owners make the mistake of focusing too much on their budget and the deadline and because of that, they tend to overlook the underlying strategy and goals they have set for that year or quarter.
Another common mistake we see businesses make is that they focus on the products and services that they are trying to sell instead of focusing on the problem their product or service is solving for their customers.
Remember that when you promote a product or a service, what truly captures the attention of your prospects is how your offer changes their lives.
So when you sit down to write your marketing plan, do not get overwhelmed by the features of your product or service, but rather the benefits it brings to your prospects.
From there, you can strategize on how you will get the word out through different marketing tactics.
3. Do more with less
You may be thinking: "I would be more effective if I had a bigger budget."
While that may be true in a way, it is not always necessary to invest big bucks to improve your marketing effectiveness.
After all, the word effectiveness means that you get the best possible results for the invested effort, time and money. Now, the key is to go back and identify what works and what doesn't and then make the necessary changes.
To make sure you are making the right investment, you need to check if your efforts are targeted to the right personas. Reevaluate if you are indeed getting the word out to your target audience.
Then, check if you use the most effective means to reach these target audience. Where is your persona actually hanging out?
Finally, go back and check if your message is easily understood by your target persona. Does it appeal to them emotionally?
Now the first step to marketing effectiveness is always to track and measure your marketing efforts. Without tracking you will never know if you're marketing to the right persona or whether you're marketing on the right channels.
4. Embrace technology
Technology is a strategic tool you need to embrace in your business if you want to step up when it comes to your overall efficiency and stay on top of your game.
For example, live chat is getting increasingly important for both B2B and B2C marketing. Since almost no one can keep up with that number of messages, using chatbots can help you deliver personalized response in seconds.
5. Use processes and methodologies that have been proven to work
You don't have to reinvent the wheel every time.
There are a lot of marketing campaigns that you can replicate. Leverage marketing techniques that have been proven to work in your industry.
Once you get into the habit of getting more and more marketing campaigns out there, your business will benefit from the standardized processes and your marketing effectiveness will improve over time.
6. Identify the metrics to track
As we mentioned, tracking your marketing efforts is very important. You need to identify the metrics that matter the most to your business. Marketing metrics should be related to your business goals and overarching marketing strategy.
This way, you will craft a focused marketing plan and activity to help you achieve your goals. For example, if you're looking to increase your lead generation efforts, one tactic that you can deploy is to get more visitors to your website
Aside from the overarching goals and metrics, it is also equally important that each separate campaign you roll out has a goal associated with it. That way you will measure the effectiveness of each of your separate campaigns and you will be able to improve your efforts on the micro level as well.
7. Use a full-funnel approach in your marketing strategy
From attracting new prospects, to nurturing them and converting them to customers is a long way.
With a great promotional and content strategy in place, this doesn't have to be as difficult as you might think.
Your goal is to go from marketing tactics that will attract new prospects, through converting them with a free offer and finally nurturing them through email marketing until they're ready to buy.
Improving marketing effectiveness can save you a lot of time and money.
After you establish or improve your marketing system, it will continually sustain the growth of your business and at the same time, intensify the impact of your marketing efforts for the benefit of your company.