No matter what sector you operate in, or how dynamic and forward-thinking your business model is, if it doesn’t prioritize marketing, then you will not succeed in the long run. If you want to build a solid customer base and generate a steady stream of new business, then your marketing has to be more effective than that of your rivals, and in an ever-changing digital economy in which start-ups with new ideas are entering the market continually, it can be a challenge.
Stan Gershengoren is a typical representative of the modern entrepreneurs who are helping to change the way that business marketing operates. Based on information from Stan Gershengoren’s feed, his approach to developing and growing a business is based on a foundation of building up a strong client base through innovative approaches to marketing. How can this be done? This guide will help you to get to grips with your business marketing and make sure that you are on the right track.
Work out who your customer is
Customers are the lifeblood of any business, but what do you know about your typical customer? What age range are they in? What do they do for a living? What are their hobbies? Without a clear idea of who will be buying your product and services, the task of marketing becomes much harder.
The first step is to build up in your mind a picture of your client. Work out what it is they want from life, what makes them happy, and how you can help them to improve their life. Be careful about settling for broad stereotypes. Just focusing on “Baby Boomers”, for example, is too broad a category and could lead to inaccurate, insufficiently tailored marketing messages that patronize rather than engage.
Where are your customers?
Once you have a clear idea about what type of customer you are targeting, the next step is to find them and work out how you can most effectively reach them. Some people respond more positively to mail contact, while others may be easier to get to via email or other methods. Where to start with this process will depend to an extent on your business, but it is a good idea to look at social media and forums initially. When you have established the best way to contact your potential customers, you can design the ideal marketing message.
Develop your expertise
Business owners who have a deep understanding of the industry in which they work and an intimate knowledge of their product are best placed to sell that product to new customers. This knowledge will inevitably come across in your marketing efforts and other communication and could encourage people to seek you out for information, which opens the door to direct and indirect sales opportunities.
Be the solution
By making it clear that you are the answer to your potential customers’ problems, you will be able to leverage your expertise to encourage them to try your product. You can do this by a number of methods, including setting up blogs and webinars, and offering to give speeches or recording vlogs. By building up a reputation as an expert, you will be able to open up new areas of potential leads and turn followers into customers.
Take the direct approach
Another part of marketing is the direct response technique. This involves encouraging people to take concrete action – maybe clicking on a link for more information, or signing up for an email or newsletter list. Ads that offer something for free are another great form of direct marketing, and many businesses use these techniques to maximize their potential sales.
Business is by nature competitive, but modern entrepreneurs are increasingly exploring the marketing advantages associated with partnering with other companies, particularly those that offer services or products that complement your own. Building those partnerships is another way of creating human relationships that can ultimately prove beneficial to your customer base and your bottom line.
Don’t forget to follow up
It’s also important to remember that, no matter how effective your marketing is, you have to follow up the leads that you have created. Doing the hard work here ensures that all of your great marketing innovation reaps its full dividend.
These ideas offer a broad outline of marketing strategy that can be adapted to your needs as required, but by taking this advice on board, you can significantly increase your chances of building a growing customer base and of helping your business to succeed.