Picture it, you’ve got a great product to market but you’re struggling to figure out the ideal approach. You’ve tried SEO and paid ads but find the results not what you’re looking for. You’re not making headway with social media and you’re starting to wonder if there’s something else you should be trying.
If this sounds like you, don’t worry. You’re in the right place. The answer might just be sitting next to you.
The key to making headway with online marketing is not only in coming up with a winning approach but also in learning from successes and mistakes. One of the biggest mistakes you can make is trying to do everything yourself. There’s a reason why experts, big brands, and even the government itself hired marketing agencies to help them communicate the value of their products or services.
However, even with the help of an agency, you’ll find yourself spinning your wheels trying to solve all your marketing problems. The reason is simple – being a member of an exclusive group gives you access to special networks and expertise you might not find elsewhere.
If you’re curious as to how you can benefit from a social group, continue reading.
A Social Group Can Help You Find The Best Marketing Approach
If you’re looking for best practice, you’ve come to the right place. Experts, thought leaders, and experienced marketers from around the world have joined forces to share their expertise with you. The result is a diverse group of social media marketers, search marketers, content strategists, and more.
Here’s a quick guide to help you figure out the ideal approach to take when marketing online:
1. Define your target audience
By nature, people are social animals. We like connecting with other people and seeking advice or help when needed. That’s why experts-only social groups on platforms like LinkedIn exist. It’s also the perfect place for you to find business connections you might not have made otherwise.
When establishing your target audience, you’ll want to consider what are your goals and intentions. Are you looking to attract a certain audience to your website or social media channels? Identify your target audience by considering the demographics, psychographics, and digital behavior of your ideal consumer.
2. Identify your ideal buyer
The more you know about your target audience’s behavior, the better you can tailor your approach to convert them into paying customers. If you’re looking to grow your business, it’s important to understand those most likely to buy your product or service.
If you want to improve your odds of converting your target audience into paying customers, you should consider the following:
- Product – what are the key features?
- Compatibility – is the hardware and software I need available?
- Cost – what are the price points?
- Accessibility – how easy is it to use?
- Durability – will it work for the amount of time I need it to?
- Repairs – will I need to buy new if it breaks?
- Service – does the company offer a good support system if I have any questions?
- Features – what additional features does this product or service offer?
- Performance – how does it handle speed and functionality compared to its competitors?
- Quality – is it of good quality?
- Value for money – Can I get the same results for less money?
- Image – how does the company, product, or service represent itself?
It’s important to note that your target audience might not be completely made up of individuals. Your buyers could be:
- Gen Y
- Baby boomers
- Retired people
Remember, just because someone is in your target audience that doesn’t mean they’ll automatically become customers. You must still figure out what will make them value your product or service enough to purchase it.
3. Identify your key differentiators
Every business is different, and that’s a good thing. However, if you’re striving for greatness, you’ll want to consider the following:
- Vision – what is your long-term vision for the company?
- Mission – what are your short-term goals?
- Values – how do you want your company to be remembered?
- History – who are your key contributors? How did you come up with the idea?
- Social Responsibility – are you actively involved in giving back to your community?
- Quality – how does your product or service stand out from the competition?
- Customer Focus – how do you treat your customers? Are you willing to go the extra mile to make sure they are satisfied?
- Creativity – does your product or service allow for some creativity? Can you come up with some new, creative ideas?
- Cost Effective – does your product or service reduce your expenses?
- Eco-friendly – are you concerned with environmental issues?
- Compliance – does your product or service comply with local, state, and federal regulations?
Your key differentiators aren’t necessarily unique to your product or service. Your potential customers might also value the following:
- Prestige – does your product or service allow me to network with other prestigious people?
- Fashion – does your product or service allow me to be unique and individual?
- Sexy – is your product or service ‘sexy’ enough?
- Comfort – does your product or service allow me to be myself and not worry about appearing too corporate?
- Technology – can I be the first to try out new technology?
- Safety – does your product or service ensure me I’m going to be safe?
- Support – does your product or service allow me to get some one-on-one help when I need it?
- Value – as a consumer what is the cost of your product or service?
- Happiness – as an individual will my purchase bring me happiness? Will it make me feel like I’m accomplishing something?
It’s important to note that your key differentiators are not fixed. As your business grows and evolves, you might discover that some became less important and others became more. The important thing is that you continue identifying new ones that will help you become more effective in your marketing efforts.
4. Identify your goals and objectives
You’ve got a clear picture of your target audience and now you need to translate that into something concrete. Setting clear goals and objectives for your marketing efforts is the key to being able to track your progress and determine if you’ve reached your destination.
Your goals and objectives should match the overall vision and strategy you established in steps one and two. For example, if your strategy was to focus on attracting Gen Y and millennials to your website, your goals should reflect that. They might include things like:
- Generating interest in my product…
- Increasing engagement with my audience…
- Raising brand awareness…
- Getting my target audience to take action…
To establish clear goals and objectives, you’ll first want to consider what are your current metrics. If you’re not monitoring your performance, it’s nearly impossible to know if you’re succeeding or failing.
Then, you can determine how you’ll measure your progress. Are you looking to grow your customer base? Increase your revenue? Generating leads for your sales team?
Whatever your goals are, establish measurable metrics so you can track your progress. That way, you’ll know if you’re achieving them. If you set too many measurable goals and don’t track your progress, it’s nearly impossible to determine if you’ve actually accomplished anything. Why? It’s easy to set a goal to generate a bunch of website traffic and then find that your traffic has decreased. So, you might set a new goal but make sure you track the previous one.