Small businesses need to constantly re-evaluate their practices to determine if they’re conveying the right message to reach the right audience. One of the best ways to achieve this goal is by innovative your marketing strategies.
Marketing, like traditional business practices, has evolved in recent years — particularly as ecommerce has begun to dominate sales revenues. We’ve broken down seven ways you can execute effective marketing strategies to keep up with today’s ever-evolving customer base.
Use Analytics Platforms
Data is a business’ best friend. Knowing who comes to your website, how frequently and how they are interacting with your business’ online presence can help tremendously. From marketing automation tools that provide regular analytics reports to website tracking tools such as Hotjar or Crazy Egg, there are plenty of resources for businesses to integrate on their digital platforms to gain better insight into their most loyal customers’ behavior. This data is rich with information that can help you know when the best time to reach out to customers, what deals you should offer them and what products or services are the most popular.
Invest in Loyalty Programs
Speaking of data, this is also where loyalty programs fit into the marketing mix. By using customer loyalty programs, you can gain access to tons of insightful customer data. You can use this information to better target customers based on their interests and spending habits. Loyalty programs are also an effective marketing tool to connect customers with your brand and keep your business top of mind. People like to shop with businesses that give them the make them feel good about being repeat customers. Loyalty programs that incorporate customer purchases, deals and engagement opportunities will help drive more sales and increase ticket size.
Engage on Mobile
Mobile is the name of the game for any business trying to connect with customers on a modern level. Mobile provides methods for customers to pay, to message a business to view and buy products/services. Mobile also provides a tool to reach your customers anytime, anywhere without the constraints of them being attached to a computer. Business today is conducted outside of the traditional 9-5 hours and mobile is a way to send push notifications, offer deals, market new products, and services and let customers shop and pay. Marketing via mobile channels with tools like Textedly is a sure way to quickly connect with customers and encourage in-the-moment purchases.
Automate Customer Communication
Data-driven tools such as the ones mentioned above rely on automated technology to streamline your marketing strategies. Instead of creating manual campaigns to reach out to customers, it’s far more effective to invest in marketing automation tools that send regular communication to customers based on how and when they interact with your various business channels. For example, when a customer leaves an item in the cart, using a tool that sends them a retargeting email can be an effective way to keep your brand top of mind and convert the sale. Staying in contact with customers who engage with your business but didn’t convert is a critical marketing technique that leads to higher sales.
Focus On Storytelling
Customers today want to be told a story, not sold a product. Traditional sales tactics that simply rely on marketing a product don’t quite cut it anymore. Customers are more likely to engage with a brand they can connect with. Storytelling, real-world examples, and authenticity help your business achieve this goal. Good storytelling connects emotionally with your customers, which gives them reasons to engage further with your company and hopefully convert a sale. The best way to do so is to share stories that show your brand can fit their needs. Effective marketing today isn’t about savvy sales tactics, it’s about authentic storytelling that connects customers to brands.
Develop Social Media Campaigns
Another method to market your business to a wide audience is through social media. Social media has evolved as an increasingly useful tool for companies since it now acts as both a storytelling and sales platform. Integrating payments buttons into social media campaigns can help you better connect your marketing and sales goals by providing customers faster access to converting a sale. Social media campaigns can also help share real examples of how your product/services can be used by customers.
Be Personal
This last marketing tip might seem intuitive, but it’s easy to overlook. Customers want to know you think of them as actual people instead of just part of their bottom line. Whether it be how you allow your customers to interact across your digital channels or how they pay you, being personal and providing options tailored to their diverse needs are two ways to connect better. Marketing tools aren’t just about telling a story better or having a fancy website. Effective strategies involve finding methods to connect with customers on a personal level and continually staying engaged with them through multiple channels. Once you’ve found the right channels to connect with your customers you can engage the previous strategies mentioned above.
