Your overall marketing strategy is the action-plan that you implement to drive conversions, build a customer base, and ultimately increase the profitability of your brand. Without an effective marketing strategy, it’s unlikely that enough consumers will be aware of your brand to start driving sales.
However, knowing exactly what action points you should include in a marketing strategy is a struggle for many entrepreneurs, marketing professionals, and small business owners. There’s no one-size-fits-all plan that will work for everyone. So, there are important areas every marketer should include in their approach, no matter your industry.
Below, you’ll find 5 things you should examine to improve your marketing strategy. Add these areas to your marketing approach and watch your sales start to climb in the months that follow.
1. Search engine optimization (SEO)
In our digital world, the primary source of consumer traffic is rapidly becoming the internet. Rather than heading down to the store to pick up a new pair of jeans or a bag of coffee for the week, tech-savvy consumers are turning to their smartphones, laptops, and tablets to find the products and services they need.
This means that, no matter what line of business you find yourself in, you’re sure to need a search engine optimized web presence.
What exactly is SEO?
SEO is the practice of improving how well you rank on Google (or other search engines) search result pages. For instance, if you google “blue jeans” right now, you’re likely to see a few familiar brands at the top of the page. These brands have good SEO.
How do you improve it?
Here are a few action-areas to focus on:
- Keyword rich content: Develop blog posts and explainers that have plenty of relevant keywords for your brand.
- Linking strategy: Sites that are linked-to by other sites often have better SEO. Try to build those relationships with colleagues and develop a strong link profile.
- Authority: Search engines want to know you’re a trusted brand. By producing high-quality content and a striking web layout and design, you’re more likely to rank highly.
Once your SEO is in good shape, it’s time to think about the next step.
2. Conversion rate optimization
If SEO is the bait, conversion rate optimization (CRO) is the hook. Once you have them interested and browsing your page, you want to ensure that they actually follow through with a purchase. As we say in marketing, that’s a conversion.
How do you do that?
First, user experience is key. Users who struggle with a difficult-to-navigate page, or slow-loading page, are much less likely to purchase from your brand than users who are greeted with a great, intuitive experience.
A few key points to remember include:
- Keep your layout simple. You don’t want to overburden your customers with so much information that they can’t immediately find what they’re looking for.
- Include calls-to-actions (CTAs). These are large buttons on-page that entice users to follow-through with a purchase. They can be especially helpful in blog posts that explain the benefits of one of your products.
- Highlight deals. If you have special promotions going on, customers will want to know about them. Take a look at the example from a popular vaping brand below.
3. Professional brand management
Your brand image is what customers first think of when they hear your name. That’s why it’s essential that you include professional brand management in your marketing toolkit.
What does that look like? It’s a mix between public relations (PR), product design, and intentional media usage. The idea is simple: you want to be sure that when people see your brand, they think of your products in a favorable light.
Let’s say, for example, that you sell custom snowboards. It’s critical that you develop a brand identity that showcases the fact that you’re a leader in your industry. In that case, it might be a good idea to make deals with snowboarding pros (more on that in the next section) as well as form partnerships with related lifestyle brands, like cold-weather gear or craft beer.
Hiring a professional brand manager — or contracting with an agency that specializes in brand management — is a great way to ensure consistent and on-point brand messaging. Luckily, professionals with this kind of experience and agencies specializing in PR and brand management are growing in number, so you’ll likely have no shortage of options when it comes to finding the right partners to grow your brand identity.
4. Influencer marketing
Speaking of growing your brand identity, one strategy to do this — and to drive sales — that you may have come across is influencer marketing. Influencer marketing is a simple concept: consumers trust certain influencers to curate a personal brand by purchasing the right products. All it takes is to be one of the products that an influencer organically uses, and presto, you’ve got yourself a loyal customer base.
The great news is that there are practically unlimited influencers out there, and connecting with them is easier than ever. Influencer marketing firms can connect your brand with an Instagram, Twitter, or Tik Tok influencer that you can sponsor. Then, in return, they expose your products to their massive following. It’s a win-win.
5. Return on investment (ROI) tracking
The last tool, and definitely one of the most important, that should be in your marketing strategy is ROI tracking. ROI, short for return on investment, is the process of tracking how much revenue your marketing strategies are bringing in. So, technically ROI tracking isn’t a marketing strategy in itself. However, it’s a way of making sure that you’re implementing strategies that actually produce results.
If you don’t subscribe to a high-quality ROI tracking platform, today is the day to start considering it. Some services can cost a pretty penny, but they’re worth it in the long run. That’s because, instead of just doing whatever you can and hoping it works, you’ll actually be putting money toward high-impact, revenue-producing campaigns — and not toward campaigns that waste money.
The takeaways are simple. Remember to keep these areas in mind as you innovate your company’s marketing strategy: SEO, CRO, professional brand management, influencer marketing, and ROI tracking. With the right mindset, effective marketing is within reach.
This guest blog article was written Samantha Rupp, who is the managing editor for 365businesstips.com. Samantha holds a Bachelor of Science in Business Administration. She lives in San Diego, California and enjoys spending time on the beach, reading up on current industry trends, and traveling.