If 2020 taught us anything, it’s that our customers are online, and they are craving real connections from the businesses they interact with.
The fact is that marketing is an essential component of building and growing your business. While it can easily be overlooked when the everyday running of your business gets in the way, it’s important to put some time aside, at least every month or quarter, to determine a strategy and implement marketing goals that will help you succeed!
Read on for our top 5 tips to marketing your business in 2021.
Tip 1: Get to know your target audience
Showing up in the right places, for the right people, will dramatically improve your reach and brand exposure. But to show up in the right place, you must first understand your audience on a deeper level.
You need to know who your customers are, and the problems your service or product is solving for them. The first step in understanding your audience is to gather information on your existing clients, and look for similarities. You’ll want to think about things such as age, gender, location, career, and buying behaviours.
Although it can be appealing to want to market your product or service to “everyone”, we recommend that you identify just a few different audience groups who would really care about your product or service and how it could help them.
Different audiences exhibit different behaviors online. To help you understand and establish where you should spend your time and money marketing online, you should think about the following questions for each audience group you’ve identified:
- Do they spend most of their time on Facebook, Instagram, TikTok, or LinkedIn?
- Do they value free downloads? Would they benefit from information sessions and webinars?
- How can I encourage them to visit my landing page or webpage?
- Are they likely to find my business through advertising or Google searches, or do they rely on word of mouth or recommendations from friends?
Tip 2: Develop your key messages, taglines and catch-phrases
Once you have identified who your audience are, and what they do online, you need to develop messaging that speaks directly to them!
Your audience wants to know that you understand them, and can offer a solution to their problems. When it comes to creating messaging and taglines for your business, you should think about:
- How your audience would describe their problem if they were having coffee with a friend;
- What is most important to your audience when it comes to having their problem solved;
- How you could best support your customers to solve their problem;
- Personal stories or experiences you could share about how you solved this same problem, or why you developed your product or service .
Your customer wants to know that you both understand their problems, and can offer them a solution. And what you say is just as important as how you say it. Think about the language that your customers would typically use, how they may be feeling, and how you can alleviate their pain, to create empathetic and authentic contents which speaks to them on a personal and individual level.
Tip 3: Build positive brand recognition
There’s a lot that can be learnt about a business from its online presence, website, and the overall tone and “feel” of their messaging. All of these elements combined create the “brand” of a business. A positive impression of your brand will help to reaffirm your credibility, build an emotional connection, generate loyalty, and motivate your audience to buy from you.
Building brand recognition takes time, but it can help you to stand out in a crowded marketplace. At the end of the day, people like to do business with people they know and trust. So, developing branding that generates these feelings of familiarity can cement long lasting relationships with your customers.
To develop a positive brand recognition you should focus on:
- Using imagery and colours that would appeal to your audience
- Using messaging and phrasing that has been developed specifically for your audience
- Creating a great buying experience for your customers
- Ensuring that your website messaging is consistent with other marketing messaging
Tip 4: Offer social proof to your audience
Your audience wants to know that they can trust what you’re selling to them, and most importantly, that your product or service will actually help them. Taking your word for it isn’t enough! Customers will look to online reviews and recommendations before making a purchasing decision, so by sharing customer testimonials, and encouraging your previous customers to leave you a Google review, you can let others do the talking for you.
Creating content which showcases other people utilising your products or services allows your audience to connect on a deeper level. When they can see someone who is just like them using your brand, they can imagine using it, too.
Tip 5: Allow your marketing to be flexible and adaptable
Just as businesses and industries are constantly evolving, so must your marketing. While long term planning and forward strategising is important when considering your marketing, you must also have the ability to turn on a dime, and communicate messages that count in response to what is happening around your audience, at any point in time.
If you find that your messaging or marketing efforts aren’t producing the results you had hoped, you must be able to go back to the drawing board, adapt, and try again. Over time, this will help you better understand your audience’s wants and needs, so that you can connect with them in an impactful way.
Just remember, your marketing efforts shouldn’t be set and forget! Put time aside in your calendar regularly to think about what’s most important to your audience, and how you can improve your marketing and branding to build and grow your business long term!