In our previous article, we discussed various marketing platforms and the different methods via which you can utilise these platforms to market your business. Now that you’re armed with more knowledge, it’s time to put into practice what you’ve learnt. In this article, we will advise you on the most effective way of marketing your business in Chennai.
If you’re reading this, I assume you’re already acquainted with the power of social media to grow a business.
Social media allows you to connect with customers on a personal level, which in turn encourages them to engage with your brand. Furthermore, you have the ability to monitor and measure the effectiveness of your marketing efforts via the analytics available on most social platforms.
Blogs and Online Communities
Blogs and online communities are a great way to gain recognition and interest in your brand. However, in order to be effective, your blog and/or community needs to have a distinct voice and appeal to a clearly defined audience. If you can achieve this, you’ve effectively launched your brand into the sphere of cyberspace.
Having a blog that is both informative and interesting will put you ahead of the competition. Furthermore, you can use your blog to establish credentials as an expert in your chosen field. Finally, with the advent of platforms like WordPress and Medium, establishing an online community has become much simpler. Thanks to all the tools that exist to make blogging and community building easy.
Another great way to engage with users and establish yourself as a thought leader in your industry is through podcasts. Podcasts can essentially be described as an audio version of a blog post, where you speak with a journalist (often from a different country to yourself) about your topic of expertise.
There are numerous platforms that you can use to establish yourself as an expert in your industry, such as iTunes, Google Podcasts, and Spotify. Furthermore, you can use a podcast to disseminate news and exclusive content to your audience.
Podcasts were originally created as a form of entertainment, but today they have so much more practical application. If you’re serious about expanding your business in Chennai, then podcasts are a great way to establish yourself as a thought leader in your chosen field.
Search Engine Optimisation (SEO)
SEO is the process of making your website more accessible to search engines like Google. There are many reasons why your website may not be ranking high in the search engines, but the primary one is that you don’t yet have any content to rank for. When a potential customer types a keyword into the search bar and your website pops up, they’ll most likely leave without hitting the ‘enter’ key.
The better your SEO, the more likely people are to click on your site when they’re searching for something. In SEO, the quality of the content is more important than the quantity, so make sure that you produce high quality content that is both original and interesting. Once you’ve established yourself as an expert, you can start to build your online footprint by writing a whitepaper or conducting webinars.
Pay-Per-Click (PPC) Advertising
PPC advertising, also known as pay-per-click advertising, is when you pay a webmaster to click on your advertisement (which could be an affiliate link, a banner, or text link) on their behalf. The upside with paid ads is that you can target your audience more effectively, and you don’t have the worry of having your ad turned off by Google (which can happen with organic traffic).
PPC advertising can be quite effective if you’re looking for brand promotion or awareness, especially if you target the right audience. However, the downside is that you’re more likely to pay for ads that bring in a higher traffic volume, so you might want to consider what your target audience will benefit from most.
Trade Associations and Online Communities
If your industry is prone to brand protection and you’re worried about being unique, then establishing an association might be a good idea. Associations exist to protect and promote the interests of their members, so if you can become a member of a reputable trade association, you’ll be able to leverage their brand name and reputation to further your business. Furthermore, if your industry is regulated in any way, then joining a regulatory body like the ITQC or ACCC will also enhance your credibility as a thought leader.
If this is a new industry and you’re anxious about being different, then create a hashtag on Twitter (#nchitqc or #accchinorton) and encourage your followers to join the conversation. The potential to establish a thought leadership in your chosen field is great.
If you’re looking for brand awareness and you want to be able to measure the success of your campaign, then consider investing in some form of offline marketing. Offline marketing is essentially any advertising or marketing effort that doesn’t take place on social media platforms or via online communities.
In case you’re wondering, brand awareness is simply “the awareness that others have about your brand without any prior knowledge about it”. If you can increase your brand awareness, you’ll be able to increase the likelihood of people choosing your product or service when they’re faced with a situation where they need it. In today’s world, brand awareness mostly takes place offline (ie, in real life), so make sure that you invest in some form of marketing that will allow you to target potential customers in their local area.
If you’re looking for brand loyalty, then consider throwing a party and offering your customers a chance to get all their favourite products or services at a discount. You could also look into promotional items and see if they generate any interest or sales at all.
The final and perhaps most effective form of marketing is direct mail. Direct mail is simply marketing material that you send to a potential customer without going through an intermediate party such as an online store or social media platform.
The advantage of direct mail is that you’re able to target your audience in a way that other forms of marketing can’t, essentially because you’ve got their address. In the age of the internet, direct mail is considered “old school” marketing because it doesn’t rely on digital technology as much. What’s more, you can put a face to the name and track record of the individual you’re sending mail to. If you’re looking to establish credibility as an expert, then direct mail is the way to go.
The Dos and Don’ts of Marketing
Now that you’re equipped with the essentials of marketing, you can start to implement these tactics. Of course, there are many other things that you could be doing to market your business, so make sure that you tailor your approach to suit the needs of your target audience. With digital marketing, the methods are almost endless and the results are all up to you.