• Monday, April 22, 2024
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BusinessDay

Eight ways to improve your marketing strategy

NiMRA pledges to grow Nigeria’s marketing research industry

Understanding your clients, appropriately utilising data and measuring campaign performance are all vital elements for expanding your marketing operations. However, the environment is continuously evolving with new tactics and strategies being formed regularly. As marketing evolves, so should your business.

Learning how to strengthen your marketing strategy will only benefit your business when it comes to the all-important bottom line. In this piece, we discuss eight ways to improve your marketing strategy:

1. Put in place a cross-departmental workflow

The internal workings of teams can be heavily affected by how other departments request projects and/or expect projects to be done. Once your workflow is in place, using a tool to assist with task assignments, deadlines, and follow-up can be highly effective.

2. Keep your target audience in mind

The ‘noise’ in marketing, particularly digital, is a real issue. There are a lot of businesses saying the same thing, and most of them don’t know what their message is, who needs to hear it and how to get it out. Begin from the top and work down. Take the time to study your analytics and data, interview customers, monitor and participate in social media conversations, and then develop content that connects your goals with the needs of your audience

3. Research and discover your target customers

The vast majority of people make poor marketing decisions because they lack accurate information about their target audience. You need to, clearly and accurately, identify your target audience. As a result, better marketing decisions can be made, which can boost leads, sales and generate strong, long-term relationships between your audience and business.

4. Specify your essential marketing metrics

Establish two to four key metrics that will guide all of your marketing efforts. Without these benchmarks, the marketing team will have nothing to aim for, either individually or collectively. Unfortunately, many marketing teams do not get imaginative with the measures that serve as performance standards; their primary metrics typically concentrate around leads produced and sales. However, there are frequently more informative measures for determining the efficiency of your campaign. For example, setting goals for website and social media page visitors, impressions, traffic and conversions.

Read also: Choosing your brand elements

5. Prioritise content production

Create a dedicated team that focuses on the content supply chain, their focus should be planning, creating or locating and scheduling content. The team should regularly ask these questions:

What are the marketing objectives?

What content will achieve these objectives?

Who creates the content or where can we find the content?

What format does the content take?

Then, how can we collaborate with the relevant teams to deliver that content to market?

Ultimately the marketing team constructs the brand voice, applying its consistency across all initiatives and communication channels.

6. Experiment with new marketing techniques

Experimenting, testing, and measuring different approaches to see what works best is at the heart of great marketing. Your team should gather on a regular basis to brainstorm and come up with new concepts and objectives to implement and evaluate. It doesn’t matter how big or small, they must endeavour to try something new.

7. Build a long-term marketing plan

Set a complete twelve-month marketing strategy in stone, as well as goals for the next five years. Creating a strategy with specific actionable items and establishing both short-term and long-term goals drives you and your team to execute the objectives.

8. Use clear calls to action

It may sound simple, tedious and downright obvious, but ensuring content has clear calls to action can be one of the most effective solutions to increase engagement and conversions. HubSpot saw a 1300 percent increase in Click-through rate (CTR is a digital marketing metric that measures the ratio of total impressions to clicks in search and display advertising, email marketing, and other online mediums) simply by adjusting their CTA buttons. Whether it’s signing up for your newsletter, connecting with you on social media, downloading your eBook, or making a purchase. Push users to do it.

Last line

Whether you use any or all of these tips, keep in mind that marketing is a fluid field in which being agile is crucial for success. If you’re striving to be even more successful and profitable than you are now, you must be willing to grow to meet your audience’s evolving wants, requirements and issues.