In our hyper-technological world, communication methods change at an incredibly rapid pace.
First, there was email, then message boards, then instant messaging, then MySpace and Friendster, and now Facebook, Instagram, chatbots, and dozens of other communication methods.
There are always new technologies, and new ways for people to interact with others. This is also true when it comes to marketing methods and the tools that are available for marketing.
But it’s tough. With so many options and so much information out there, how can you know what is working for your business, and what isn’t? How can you create a marketing strategy that will work today, in 2018?
Below are four steps that you can follow to take your business to the next level of marketing communication.
Step #1: Define your audience
It’s critical to first figure out who your audience is. You don’t want to create such a broad marketing campaign that your business fails to connect with specific groups, and you don’t want to make your focus so narrow that you miss out on potential sales.
Instead, identify who you want to market your product or services to, and figure out what works for them.
What do you need to know about your audience?
To identify your ideal demographics, determine what your business is really offering. In other words, what is your unique selling proposition (USP)? Most businesses offer solutions that are very specific to pain points their customers feel.
For example, if you own a lawn care business, your target audience might be people who are too busy to maintain their yard. Your marketing message should communicate that your services will free up their time so that they can do the things that they need and want to do....
This content is available to IABC members only. To continue reading, log in below.