Standing Out from The Crowd: Improving Marketing Effectiveness
For small businesses or new companies, or even established organizations, carving out a niche in an increasingly complex and globalized economy is challenging, to say the least. New social media platforms crop up every day, and consumers are constantly barraged with advertisements on every single platform.
In this context, how can companies go about improving their marketing performance? Breaking into this complex matrix of advertisements and standing out from the crowd is about more than just having the flashiest ads. It means finding a way to make your marketing not just aesthetically pleasing or clever, but effective and noticeable to your desired audience.
What Is Marketing Effectiveness?
Many people navigating the matrix of new advertising platform may find themselves thinking, what exactly does marketing effectiveness mean? For each company, the answer may look different but ultimately marketing effectiveness refers to the ability of marketing materials to accomplish the goals set by the executive team of an organization. It is the responsibility of each company to determine what they want their marketing to accomplish, whether that be building brand awareness, creating a positive consumer perception, or simply drumming up more promising leads for new clients or sales. But no matter what the precise nature of the goal is, effective marketing comes when the specific aspects of marketing, in terms of content and improved SEO, are constructed to align with those goals. Finding a way to tailor your marketing to the types of consumers your organization wants to attract requires devoting thought and effort into quality marketing campaigns. Below are a few places that companies can start in order to boost their marketing effectiveness.
As expressed before, marketing effectiveness is deeply tied to companies’ ability to determine what exactly it is that they are trying to achieve with their marketing materials. Rather than focusing on setting deadlines, or specific volumes of marketing materials that they hope to achieve, newer companies are often better served by thinking critically about creating a long term marketing strategy. Imagine a new tech company, RadTech, trying to break into the market with their application that they believe will radically alter the market they are entering. So, the RadTech team will need to set up priorities in their marketing that reflect the product they have created. In this case, rather than immediately trying to just raise the sales data, building brand awareness and spreading information about their project may be more helpful in the long run. Creating specific information about why their app is unique, and its game changing nature, as well as establishing RadTech as a household name will have a significantly more positive effect than simply pumping out new online content or ads. In order to be effective, small companies need to know what they are trying to achieve and tailor their approach to meet those priorities.
Building off of this concept, a common marketing mistake that new companies make is not being careful about how they get the message out about their product or service. Many companies create marketing materials that are very effective in describing what the product is and how it accomplishes a task. This type of descriptive content is useful, even interesting, but often does not incentivize consumers to purchase the product or download an app. Far more important than descriptive content is persuasive content. The goal of persuasive content is to get the consumer to see why exactly your product is integral to them achieving their goals. Returning to our RadTech example, RadTech needs their marketing materials to be tailored so that clients see why their app is not only a useful tool, but integral to the further development of their business. In fact, the ideal marketing outcome would be for people to see their app as being a necessary of doing business in the modern world; companies that aren’t using the app are not on the cutting edge. This type of marketing is more challenging, finding a compelling reason for consumers to use your product in particular is difficult, but ultimately produces far better results.
However, no matter how tailored you think your marketing is, without checking against the data, it is impossible to be certain as to whether or not your campaigns are achieving your targeted goals. There are several crucial aspects of data collection that companies should be aware of in marketing. Firstly, companies need to establish what their metrics are. How does a company measure brand awareness? Asking these types of questions will help create consistency in the analytics and provide more useful feedback. Secondly, companies should be aware of the feedback loop. After a campaign or set of messages tracking the changes will provide useful insights into what consumers found compelling and provide a direct idea of what campaigns need to be modified, or which could perhaps be reused. Data collection is also deeply intertwined with the long term success of a company. If companies choose to eschew or limit data collection in an effort to drive up short-term profits, more often than not it is detrimental in the long run. Companies that are consistently working within the feedback loop and using the feedback to rethink not just campaigns, but setting new goals and creating new marketing priorities are far more likely to find success. Being able to survive in a competitive global economy means knowing how to assess the strengths and weaknesses of your organization and build off them. Without data, there is no way to know for certain, but returning to the data provides insight and opportunity.
Marketing is very much an intentional process, and improving marketing performance requires deliberative thought, feedback, and reflection. For small companies especially, finding the time and capacity to engage in this necessary process can seem like a daunting task. Often, working with a digital marketing agency for small businesses can be one way of finding the time to devote to substantive engagement with these questions. But, no matter what, it is vital that new companies find a way to set themselves apart, and in doing so, be set up for success.
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