Marketing is a massive industry, and one that is growing all the time. Many large corporations can fund large marketing budgets, and even the smallest businesses can utilize digital marketing to great effect. However, there is always room for improvement.
For smaller businesses, one option can be cost-effective and highly effective – transactional marketing. What is transactional marketing?
The simplest way to think about transactional marketing is as ‘getting what you pay for’. When a customer makes an online purchase, whether it is a product or service, they expect the transaction to be hassle-free and efficient. Poor or inefficient customer experiences lead to dissatisfied customers, and even worse, lost business. Therefore, it is in every business’ best interest to make sure that transactions are as streamlined and easy as possible.
The catch is that not all transactions are created equal, and some require more work than others. Some industries like banking, insurance, and retail require a lot of research, documentation, and back-and-forth communications with customers and clients. This kind of marketing can be extremely time-consuming, and expensive. At the end of the day, you’ll need to have a clear picture of what you’re trying to accomplish before you even begin to craft a marketing strategy.
Why Does Marketing Matter?
Marketing is so vital to any business, and yet it’s often considered a luxury that only the largest corporations can afford. Even then, marketing budgets are often slashed, forcing marketing specialists to work for the little clients that they can. The sad truth is that marketing can be extremely effective when it’s done right, and if you think about it, all businesses, no matter how big or small, need to market themselves in one way or another.
As a business owner, manager, or executive, you may be asking yourself the following questions:
How do I measure the success of my marketing efforts?
No matter what kind of business you’re in, you’ll inevitably be asked this question at some point. It’s so important to have a clear picture in mind of what you’re trying to accomplish, and how you’ll know if you’re reaching your target audience. The key is to pick a metric that is not ambiguous, and one that is representative of your efforts. Perhaps you’re aiming to increase web traffic, boost social media presence, or grow your customer base. There are so many different ways to approach marketing, and yet so many metrics to keep track of. After all, what’s the point of measuring something if you don’t know what it means? Take some time to think about the questions above, and find the right metric for your business.
How do I make my marketing work for me?
In the world of marketing, this is known as ‘marketing automation’. In an ever-evolving digital world, it is essential that businesses and organizations adopt and leverage tools and platforms that can assist in the digital marketing process. Without these tools, even the simplest tasks can become very time-consuming and costly, if not altogether infeasible.
Without the correct tools, it’s like trying to bake a cake without the use of a mixer. You might find that the ingredients just don’t mix well, and even if they do, it will require a lot of effort to produce something worthwhile. That’s why it’s so important to identify the best digital marketing tools for your needs, and make sure that you’re using them effectively. If you’ve decided to make the investment in digital marketing tools, take the time to learn how to use them, and how to get the most out of them. This way, you’ll be able to take advantage of the technology, and create efficiencies throughout the process. This will all contribute to better company performance, and an increased bottom line.
How do I make my marketing work for my customers?
This type of marketing is often referred to as ‘Customer Experience marketing’, and it is an important part of any business. After all, customers are the lifeblood of any business, and making them feel valued and respected is essential to keeping them coming back for more. Unfortunately, many businesses, large and small, lack a clear understanding of what their customers want, and how to go about giving it to them. Poor Customer Experience = lost revenue, and that’s something that no business can afford.
If your customers are experiencing poor value, and poor customer journeys are contributing to this, then it’s time to examine these experiences, and determine where you’ve gone wrong. Look at what your competitors are doing, and ask yourself if you can do better. If you can, then go for it! Make the changes that are necessary, and when you’ve launched a new product or service, see what results you get. This way, you’ll be able to tailor your approach to make sure that you are providing the best possible customer experience, and in turn, grow your business successfully.