As part of his work as the Director of New Business Development at Wallis Printing, Sanders Wallis often liaises with the marketing department to help them create new materials, in addition to providing advice to clients on how to make the best use of the company’s services for their own marketing needs. This has led to him developing a deep understanding of marketing strategy. However, this is an area where many, particularly business owners with limited resources, struggle, so keep the following in mind to ensure yours is as comprehensive as possible.
Create A Budget
Before you can start looking into the various marketing materials and avenues that are available to your company you first need to figure out how much you are willing to spend on the campaign. Overspending can lead to issues for the business and lower return on investment, whereas under spending may lead to your company failing to get the exposure it desires from its marketing efforts. Speak to the key decision makers in the company, particularly those who are privy to the accounts, to figure out how much money you have at your disposal.
Consider Your Audience
The aim of your marketing strategy should be to target those who are most likely to purchase your product, so you need to have a deep understanding of both the product itself and the audience it appeals to when selecting marketing strategies. For example, if your product appeals to a youthful audience your strategy will likely end up revolving around digital content due to the number of young people who look to the Internet to do product research. Conversely, those from later generations may prefer more traditional materials or face-to-face meetings with sales representatives.
Analysis of your strategy will help you to determine what has proven successful and which techniques need to be dropped. Try to document everything and pull it together into a cohesive plan. Put analytical techniques in place that allow you to determine how effective each strategy you pursue is, taking into account factors like audience reach, creation of brand awareness and overall return on investment. This documentation should be referred to whenever you feel changes need to be made, plus you should be flexible enough to adjust the strategy based on the information you have available to you.
Involve Your Customers
There are a number of techniques you can use to make customers feel as though they are valued by the company. Asking them to “join up” to a newsletter, for example, helps to create a community around your company and products that many will want to be a part of. Furthermore, try to create stories around your brand and services that demonstrate how they have enriched the lives of other customers.Read more about Sanders Wallis at weebly