Technology has revolutionized the world as we know it. It has transformed the very way of life. Traditional or old notions have made way for new ones. The world of marketing too has been deeply influenced by technology. It has literally transformed the way brands interact with consumers. Along with that, technology has influenced the consumers too, which has forced brands to take a different approach to keep up with this new breed of digital consumers.
Sticking to traditional methods of marketing won’t do you any good anymore. Pushing your products, and marketing them on a large-scale does not work anymore. The modern consumer gets all the information that they want on the internet, thanks to technology. They are well-informed and have a fair idea about the product they want to buy. But that does not mean the role of marketing is depleting. If anything, it is evolving at a swift rate.
However, to make a mark in your industry, you need to reinvent your marketing to win customers. Here are 6 tips that will help you do that:
#1: Funnel Marketing
The traditional methods of marketing do not work anymore, so you will have to come up with a new strategy. At this point of time, effective marketing involves connecting with leads at different touch points through the buyer’s journey.
Imagine this journey to be a funnel where newly acquired leads are present at the Top of FUnnel (ToFU). From here on as they slowly become acquainted with your brand, the interested leads move to the Middle of FUnnel (MoFU). The ones who are really interested in your product then make their way to the Bottom of FUnnel (BoFU) after which they are qualified and handed over to sales.
Of course, it is evident from the structure of the funnel that not all leads make it to the qualifying stage, as they get to know your brand more and more, they realize what they want. If they like your organization and the products offered, they are likely to stick with you till the end of the journey.
What this funnel means to a marketer is that there are three stages a lead or a prospect has to pass through before being handed over to sales. These three stages can now be monitored with the help of marketing technology like marketing automation and you can assign scores to every lead to figure out exactly where they are in the marketing funnel. Furthermore, leads do not automatically move through the funnel, you have to nurture them according to their stages, so that they can move towards the bottom of the funnel, by the end of which they will take the final decision of purchasing your product.
#2: Creating Relationships
Even though the world has gone digital and it might seem that it is taking a turn for impersonal relationships, well think again. Consumers are craving personal relationships from your company. They want a personalised experience that will fulfill their needs and desires.
In order to create a one-to-one relationship you have to put in some effort to create a unique experience for every one of your leads and customers. The first step would be to gather as much information as you can about your prospects from them. With that you can take the help of marketing automation to segment leads according to their likes and dislikes. You can create content according to their preferences which you can use to nurture them through their journey.
What you essentially need to do is establish a rapport with your leads, a relationship that transcends that of a buyer and a seller. The brand that achieves that will ultimately get the most customers in the long run. In fact, you should do the same with your existing customers. The key to a good business is having a thriving customer base, and reinventing your marketing this way will certainly make sure that you hold onto them.
#3: Help, Don’t Sell
If you want to reinvent your marketing, you will have to reinvent your thinking. The basic purpose of marketing is to increase revenue. So, as a marketer, your task is to market products so that they can sell better. Maybe you should take a step back, and think for a moment. As customers want personalised relationships, they are seeking brands that seem them as a human entity instead of just another number on your sales chart. Forget about selling your product.
Think about how you can help a prospect, a customer. When you do that, a consumer will see that you are a brand who is keen on building positive relationships rather than offering your product all the time. In order for the relationship to grow, they need to trust you and place faith in your brand. Helping them will surely get you started on this.
#4: Solicit Feedback
The only way to improve ourselves is through feedback. If you want to reinvent your marketing, you will have to ask for feedback from everyone. Only through mistakes can we actually learn what is right and what is wrong. Quality feedback from the right people will set you on the right track no matter what. At the end of the day, you are creating a brand, offering a product for your customers.
So, if you should focus on getting to know what they feel about your interactions, about your services and the products that you offer. Always ask for pointers on how you can improve your service. Feedback will help you tweak your marketing workflows so that you can serve your customers better.
#5: After Sales
Good after-sales service is a cornerstone for the best brands out there. Let us elucidate why. As a marketer it’s okay to think about bringing in new customers. But what you really need to focus on all the time is your existing customer-base. They are your best advertisers. If they are really satisfied with your service and the products you offer, they will refer you to other people, bringing you more customers in the process.
In order to generate that kind of faith, you need to provide them with a quality after-sales service. Help them out with whatever they need. At the initial stage, being a new customer it is better to provide them with tutorials and educational content that will give them a basic idea on how to use your product and get the most out of it. Tend to their every need, and be prompt in your service. Listen to what they have to say and tweak your product accordingly.
#6: Social Media
Last but not the least is the aspect of social media. If you want your brand to flourish, you will need to have a strong social media presence at this day and age. Social media channels are an informal platform where people share their opinions and discuss. Social media is no longer a place to unwind after a hard day’s work, but a place where your prospects and customers live all day long. It is also where you can use your brand to influence buyer decisions.
If you want to take your personalised marketing up a notch, this is where you should concentrate on. Social media channels also let you advertise to specific audience that you can target based on their personal information and preferences. Along with that you can monitor your social media channels to see what people have to say about your brand.
The bottom line is marketing is evolving along with consumers. The evolution has not stopped as it is an ongoing process.
The best thing that has happened to marketers is the increased availability of marketing technology. With help of marketing technology marketers can practically achieve a much higher level of success, yet keep their stress levels to the minimum.
