Marketing is often considered a cost centre to be cut during difficult times. Far from it. Marketing should be thought of as a profit centre. It’s driven by data and, done well, can reap great rewards.
The answer is to simplify and focus your marketing. Particularly as your clients may have changed the way they buy throughout the pandemic.
Being forced to make changes when disruption occurs can improve your way of working. For your marketing strategy, that means applying some basic tactics that align with your purpose, values and goals.
And to perhaps shift your thinking about what marketing is.
What Do Retail and Marketing Have in Common?
The short answer is people. Ok so Marketing has more strategy and a far wider reaching ‘shop floor’ to play with. Steve Wind-Mozley, CMO of Vizrt Group, referred to himself as a retailer when we interviewed him recently; see that interview here.
The best way to attract your customers is by remembering that you’re dealing with humans. And humans like stories. Stories help people to engage with your organisation. Digital marketing is both cost-effective and ideal for storytelling, providing a range of platforms to share them on.
Remember to check the data. Notice which campaigns had the best results on what social media platform. Where did the high value customers come from? What products sold well at specific times?
“Unless you can measure it, don’t do it!”– Steve Wind-Mozley, CMO of Vizrt Group
Measuring results is crucial in marketing; those figures indicate where you’re doing well and what you need to be doing more of.
Lead Generation, Segmentation, Targeting and Feedback
Even though meeting in person is tentatively happening more, conferences and events are still mainly online. So, it’s important to craft your stories and deliver irresistible propositions to your digital audience, from online events to advertising and email marketing.
That’s where segmentation for improved targeting is important. Segmentation helps to find those quality leads to improve your conversion rates. It’s all part of your sales nurture pathway.
Speaking of sales, hold regular meetings with your sales teams. They are best placed to provide accurate feedback on how your marketing campaigns are working. You may have created some beautiful content, but if people are not responding, it needs adapting. Cut it, use a different CTA or change the key message.
Regularly asking for feedback from your customers and sales teams helps to clarify the relevance of your marketing activities – what works and what doesn’t.
The Importance of Brand and B2B Marketing
Your brand is your accelerator for people to recognise and get to know you, so it’s worth allocating some budget on brand focused content. Things like using case studies to let people see the value you can bring to them, which is also prime storytelling time!
During our interview, Wind-Mozley said, “Talk about relevancy – the right piece of content to the right audience at the right time, through the right pane of glass [platform]. It’s super difficult to do, but it starts with your audience recognising you and then being on a pathway to knowing you.”
Your brand is your identity. You need to be distinctive enough that people know what you stand for and what you deliver. And you need to do that consistently.
But when times are hard, as it was last year, tactical execution is needed.
Instead of doing lots of marketing about how wonderful you are, focus on what you can do for your client. What issues you solve. Or how you can help their businesses to flourish in our uncertain world. Combine that message with your brand identity to remind people of your purpose, your values and how those values help their customers.
You Are Not Your Audience!
Whatever your role in marketing, one of the most important lessons to remember is to never assume what your audience wants or how they will react. Instead, check your data, as mentioned above, to see where they are reacting positively and focus on those areas.
“Marketing is only one piece of the puzzle. Find some problems to solve that you solved before and build confidence that way.” – Steve Wind-Mozley, CMO of Vizrt Group
Don’t rely on your own opinion. You have four vital stakeholder sets to call on for information to help you market effectively. These are the people to question about your brand and products, what they mean to businesses, how to sell them, what the problems may be. These are the people who will help you solve any issues or unknowns:
- Internal stakeholders
- Sales teams
Marketing – A Data Driven Discipline That Drives Value
Data is what your Financial Directors need to determine your marketing budgets. So, getting good data is essential. The crucial point here is to understand why your customers want your products. When you know that, your organisation is on to a winner.
Want to achieve a winning marketing presence? Then contact us to find out how Seeblue Marketing can help you.