roq innovation: Your marketing strategy is your roadmap to success. It’s the guiding force that informs all of your decisions and actions as a business. But even the most brilliant blueprints need a little fine-tuning once in action. After all, you can’t know for certain everything that will come up along the way until you begin driving.
If you’re reading this, it probably means that you feel like something isn’t quite right about your marketing strategy. Perhaps it needs a tune-up or some new parts to make it more responsive to new challenges and opportunities. Or maybe you see ways that it could be stronger and more effective with just a few tweaks here and there. After all, every company has its weak spots – even if they don’t think so at first glance!
Thankfully, updating your marketing plan doesn’t have to be scary or take up too much time or energy. With just a few adjustments, your strategy can reach peak performance once again! Here are seven ways to innovate your marketing strategy:
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7 Ways to Innovate Your Marketing Strategy
roq innovation: What’s your marketing strategy? That is, how do you plan to market your product or service? What specific tactics will you use? And when will you implement them? This isn’t just a checklist of things you need to get around to doing someday. It’s an actionable plan that describes the things you need to do, and in what order, to bring your product to market. Your marketing strategy answers these questions and many more: How do you stand out from competitors? When and where will your customers be most receptive? How can you build brand loyalty early on? These are crucial questions for any business looking for success. Read on for seven ways to innovate your marketing strategy.
Research your audience
The first step in any marketing strategy is understanding your audience. This includes basic demographic information like age, gender, and income level, but also more specific information like what channels they use to consume content, what they want to learn from your content, and where they’re most likely to shop. Armed with this information, you can make more informed marketing decisions and address your customers’ specific needs more effectively. A good place to start is with online surveys or polls. You can also take advantage of free online tools like Google Surveys or YouGov to better understand consumer habits and preferences. Another option is to hire a research firm to help you gain a better picture of your audience. With their help, you can get insight into everything from customer motivations to brand awareness.
Revise your marketing goals
Your marketing goals are the broad strokes of your marketing strategy. They tell you what you’re trying to achieve with your marketing campaigns, like generating more leads or increasing brand awareness. Your marketing goals should be more than just a checklist of the types of marketing activities you want to do. They should answer the question: Why are we doing this? For example, you might want to increase brand awareness through advertising. However, you need to consider a variety of factors when deciding which channels to use, like the types of people you want to reach, how much you can afford to spend, and what types of ads are most effective for your product. Your marketing goals should reflect these considerations.
Develop a content marketing strategy
roq innovation: A content marketing strategy is a plan you follow to create content that engages your customers and builds your brand. Depending on your business, you might create a variety of different types of content, such as blog posts, e-books, videos, images, or podcasts. Content marketing is one of the most effective marketing strategies because it’s so versatile. You can use content in so many different ways to help you achieve your marketing goals. You can create content to generate leads, build your brand, and even drive traffic to your website. The key to a successful content marketing strategy is finding a balance between short-term and long-term goals. You want to create content that will bring customers in now, while also establishing your expert credentials so they’ll come back again and again.
Add sales development activities
Sales development activities (SDA) are the non-conventional sales tactics you use to generate leads without relying on paid advertising. Examples of SDAs include hosting events, offering free webinars, connecting with thought leaders in your industry, and sending email drip campaigns. There are many different ways to generate sales leads and customer interest without relying on paid advertising. However, you need to make sure that your marketing plan includes these activities. You can’t just tack them on at the end. Like content marketing, the effectiveness of SDAs relies on long-term strategy. You want to use these activities to establish yourself as an authority in your industry and build relationships with potential customers that will last long after the initial interaction.
Add ad hoc activities for branding and awareness
roq innovation: Branding and awareness-building activities are designed to make your product more visible and generate interest in your brand. Examples of these activities include securing media placements, buying ad space, and attending industry conferences and events. Although branding and awareness-building activities don’t directly generate sales leads, they play an important role in establishing your product as an authority in its industry. The biggest mistake businesses make when implementing branding and awareness-building activities is neglecting them entirely. If you want your product to become a household name, you can’t just attend to these activities occasionally. You need to make them an ongoing priority.
Add ad hoc activities for lead generation
roq innovation: Lead generation activities are designed to bring potential customers directly to your website and turn them into leads. Examples of lead generation activities include offering free trials, hosting webinars, and sending email drip campaigns. Like SDAs, lead generation activities don’t generate direct sales. They simply bring potential customers to your website so you can follow up with them later and convert them into paying customers. Like all other marketing activities, you shouldn’t implement lead generation activities unless they’re part of your marketing strategy. You can’t just tack them on at the end.
roq innovation: If you want to succeed in business, you need a marketing strategy. Without one, your efforts will be haphazard and unorganized — you’ll be throwing spaghetti against the wall and hoping something sticks. A marketing strategy is your plan for bringing your product to market. It’s a checklist of things you need to do, and in what order, to achieve success. Your marketing strategy should reflect your company’s strengths, weaknesses, and target audience. Your marketing strategy is flexible, so you can make adjustments as needed.