Denise CourtneyWhat could possibly have more influence over the success of your business than the product or service that you’re selling? You’ve identified a gap in the market, the demand is there and you’re more than confident on the quality, so that should be that, it’ll practically sell itself. Right? Wrong. It’s just not that simple.
Marketing is more important now that it ever has been. With so many innovative products and services on offer, it’s the way that they’re marketed that sets them apart. Read on for 5 pointers that should really help you on your way to a successful marketing strategy.
Be clear on what you’re selling
It may sound obvious, but in order to market effectively, you need to be crystal clear on what it is that you’re selling. Start by defining your product in detail. What’s your niche? If you developed it in response to a particular gap in the market, then even better. The earlier you start considering your customer, the easier marketing will be.
Do your market research
You need to identify your target audience. Who’ll buy your product? And who are you aiming for exactly? In depth market research is vital. It will help you answer these questions, as well as work out the best way to go about it targeting your market.
You’ll know broadly the people who would be interested in your product. But the more you’re able to narrow the target group down and the greater the depth of your understanding of that group, the better you can tailor your marketing. Ultimately, you need to speak their language if your efforts are to be successful.
Next up is to identify the best platforms for reaching the target group, so you know where to focus your marketing energy. For a product aimed at young, fashion-savvy bloggers, this may be Instagram. If you primarily sell business to business, it may be LinkedIn.
Tell a story
The most successful brands connect with audiences on a deeper level. So don’t just sell a product. Storytelling allows you to communicate your values, and what your brand represents. When a customer buys from you, they’re buying into your brand, so give them a reason to want to do that.
Engaging customers in this way can really set you apart from your competitors, as customers feel more engaged and invested in your particular company.
Set goals, track and adapt
Set yourself goals, what are you hoping that your marketing will achieve to make it successful? Decide on how you’ll track your progress and make sure you do so. After all, it’s the only way to know whether your marketing strategy is working. Record which tactics worked well and which didn’t and adapt future actions accordingly.
The quality of your marketing can be make or break for your business. But with the right approach, it can be an incredible tool for success. The most important thing is to see it is as an integral part of your overall strategy, not just an afterthought.
While of course the product itself is crucial, it all boils down to marketing. Even the best product won’t sell if potential customers haven’t been won over, or worse still, haven’t even heard of it. As Jaiden Vu, the founder of Vantura Cosmetics aptly observed: “It’s not the best product that wins, but the best known one”.
Don’t be scared of the marketing process. As overwhelming as it may seem, it’s really very straight forward. Marketing is simply the art of connecting the right people, to the right products. Know your products, and know your people, and you’re onto a winner.
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