5 critical components of a successful marketing campaign
Maintaining a successful business presence requires much more than a yellow page listing or newspaper ad and praying for customers to start rolling in.
Marketing is no longer a singular event – and now requires a universal approach over the whole ‘customer lifecycle’. It’s a process which takes into account how your business finds customers, makes the initial sale, gets them to buy more & more often and builds loyalty to keep them coming back.
Below are stages of marketing critical to business profitability and sustainability – they all need to play their part, and all require a sustained marketing effort:
Brand visibility and customer traffic
Your business has changed …. Potential customers automatically research needs online, check search engines for your details, assess your reputation on social media and find your location with online maps. They have become increasingly proactive in sourcing (and assessing) products and services, expect access to information on demand and are no longer satisfied with marketing rhetoric.
Marketing is no longer the domain of mass media and must fulfil broader criteria:
- • Be where your customers are …. It is no longer enough to be in the yellow pages and send out the occasional ‘flyer’, you must ensure a positive presence across online platforms frequented by customers.
- • Be seen more often …. Your customers now have more options and demand greater scrutiny prior to making initial contact, ensure your message is prominent both online and in their minds.
- • Engage customers …. Customer behaviour has become ever more social and interactive, you must therefore actively engage customers to differentiate your offering from the competition.
The 3 p’s of marketing be ‘Prominent’, ‘Persistent’ & ‘Personal’…. Marketing has evolved. What is your business doing to accommodate this change?
Traffic to a business (or website) is of no value if it’s not designed to convert visitors into buyers. A large majority of traffic visit your premises (or website), look around and leave … never to come back. The time, effort and money spent on leading them there … all for nothing.
Business is more comfortable blaming external conditions for their lack of revenue (eg. not enough customers) than pointing responsibility on internal competence (sales & marketing capabilities). The natural response therefore, is to disproportionately focus on getting more customers – while ignoring how they engage visitors and guide their decision process toward a sale.
Making a sale is a process, not a singular event …. and should not be treated as such. Design your website and implement in-house media strategies to be a functional sales generating tool, which:
- • attracts and engages the visitor
- • educates the visitor on the unique value, perfect customer fit and trustworthiness you provide
- • encourages action towards a sale
Sales are therefore achieved via a series of sensory (visual, auditory etc.) cues with corresponding actions and trigger events. The concept is based on micro commitment …. Breaking up the ‘buy’ commitment into smaller and more palatable stages. Something as simple as sequencing your marketing messages and implementing small changes in design and methodology often returns surprising results.
“Do you want fries with that” … a phrase synonymous with McDonalds, which had singularly increased their bottom line by hundreds of millions of dollars.
Marketing often utilises loss leaders and various enticements to encourage an initial purchase, with the assurance the average customer will purchase something else as well. It is in the complimentary purchases and upgrades where the real margins are made.
The solution is to implement systems to educate and guide customers to:
- • make purchases based on value and not price
- • purchase complimentary products and services – “cross-sell”
- • upgrade to better (& more expensive) option – “up-sell”
For your business to prosper it must leverage every opportunity to maximise the total value of each purchase.
What is your business doing to assist your customers buying experience, enable value purchases (help them buy what they need not what they want) and mitigate ‘price shopping’?
It requires 7 times more effort and costs 7 times more to acquire a new customer and make a sale, than it would for an existing satisfied customer. Therefore for a business to prosper it must value and nurture existing customers …. It’s basic economics.
There is a tendency with many small businesses to ignore existing customers once they have made a purchase, believing their responsibility as a seller has ended. Customers eventually stop buying from these businesses due to a perception they aren’t getting adequate service and their needs are being ignored.
In order to ensure business profitability (and sustainability) a business must implement systems to entice repeat purchases:
- • customer only incentivised direct marketing – customers ‘coupons’ & ‘limited offers’
- • post purchase campaigns – suggest related ‘value added’ products
- • product renewal campaigns – product lifecycle tracking with corresponding incentives to buy again
The implementation of marketing systems to enable and manage post purchase campaigns not only initially elicits additional purchases but also makes customers feel valued (or special). This promotes increased loyalty and significantly increases customer value.
Connect with your customer and discover critical consumer insights. Build customer-centric marketing strategies for acquiring, retaining and nurturing customer relationships – the aim is to make your customer relationships dramatically more profitable.
Implementation of loyalty programs help your business:
- • Enhance the customer experience creating loyalty and brand advocacy
- • Retain customers for longer and improve lifetime customer value
- • Influence customer purchasing habits and therefore increase market share
Understanding what your customer is buying is no longer enough – you must also understand what motivates them to buy it and be aware of the level of satisfaction (or dissatisfaction) they experience afterward. Your customers are becoming ever more social, more vocal, and have exponentially greater reach. They will talk about their experiences with your business …. Be part of that conversation.
About the Author
Peter VidaPeter Vida is a serial entrepreneur and sales & marketing strategist, with a visionary ability to take organisational objectives and produce real solutions for long-term success. Specialising in strategic planning, sales process engineering, sales & marketing management and performance development - Peter devides his time driving growth of 'Optisell' & 'Bizii', as well as contributing on business panels and corporate speaking engagements. Peter enjoys discussing sales & marketing issues, technology & trends, commenting on sales related news & events and challenging conventional business beliefs.