Getting to grips with your marketing

Mar 4, 2017

Getting to grips with your marketing

Whether you are a new or an established business, getting your marketing right can be costly if done incorrectly. Even if you have established brand guidelines, it’s important to keep checking in with your brand so the core values remain consistent. Marketing is really just building relationships between your company, its brand and your future or current clients. Your brand is what they have a connection with and keeping the foundations of your brand solid is key. Here are our top five considerations for doing so:

Who are you?
What did you originally set out to do? What products and services did you want to provide? Does your mission and core values still remain? You have to keep checking that your brand, your products and services still portray what you set out to do. Running your own business can mean you get carried away juggling everything at once and you may lose site of the original objective. Focus, scale down and do a few things properly (including your brand) instead of spreading yourself too thin.

Unique Selling Points(USPs)
When promoting your brand and it’s services you must always ensure you and your employees are using the correct Unique Selling Points. They should be able to tell you on the spot what they are. Do you know? Do you remember? If the answer is no, you need to revisit them, refine them and make them stick. If you or your employees can’t communicate your USPs, the chances are your customers don’t know what they are either. Your USPs make you stand out from the competition – make them memorable to all those in contact with your brand.

This is a golden rule. Your brand and message must be consistent as it reassures current clients and new clients of your ability and makes your business familiar. Keep in line with your brand colours, imagery and tone of voice and allocate a brand ambassador to own the brand. They will check that what is being produced is in line with your brand guidelines. Make sure what your brand stands for is engrained in every customer communication you send out.

Be human
Like with any relationship we build, we must invest time and resource. This is the same when it comes to businesses and customers. You have to make a special effort to communicate with customer. The way you communicate will either keep them engaged, informed or entertained. Whether you do this by sending them useful information, remembering their birthday or simply offering them a discount on their next visit, be HUMAN. Open two-way dialogue like you would in real life with a friend you know. It really is that simple.

Data is king
If you really want to succeed in marketing, what you really need to ensure you have is clean data. 80% of your profit will come from 20% of your customers. You need to know everything about these customers. Who they are, what products or services they like, how you can contact them, where they live and so on. They are the most important people to the business and you must look after them. This may seem like a minefield but a simple excel sheet is all you need to get this started. This is going to be your lifeline when business slows down. But also if you are looking to innovate new products or services, this is where you will get clues into what customers want, recommendations and testimonials.

Here are just a few tips to keep you focused, but the truth is you need to get a handle on many facets when it comes to your marketing. The Everyday Agency can help you manage this and keep your business afloat. Contact us today