As a business, it’s important to implement strategies that yield a high return. Your marketing efforts are no exception. However, many businesses aren’t sure which marketing strategies will be the most effective for their business to implement.
Unfortunately, there isn’t a set of clear-cut strategies that will work for every business. Instead, there are a few things your brand can consider when selecting strategies to ensure they’re effective.
Who are you selling to?
When determining which strategies to implement, your audience needs to be the focus. Consider the qualities of your buyer personas (or build some if you haven’t yet). Would they want aggressive sales pitches in their email or would they prefer a helpful LinkedIn message? Much of your strategy should be determined by who you’re selling too.
Selling to consumers versus to other businesses or even to government entities, all require different strategies. Your industry or vertical can be an influence as well. For example, TikTok is not the platform for B2B SaaS companies trying to reach bank executives, but it could be for retail companies trying to reach teens. Additionally, manager-level professionals may have time to check their emails, while a C-suite executive’s inbox is likely monitored by an assistant.
If you decide to hire an agency to develop your marketing strategy, it’s important to find one that is an expert on marketing to your audience, not one that “does it all”. Ask for examples of past work with clients in your industry and what results you can expect during the first year of your engagement. (While it’s not a great idea to work with an agency that guarantees a certain number of leads each month, agencies should be able to share an average of what metrics clients in similar industries and plans see.)
How many leads can you handle?
After determining the audience that you’re hoping to attract, you should look at the volume of leads your business needs. In our case, we focus on low-volume, high-quality lead generation programs. Whereas some B2C companies may be more focused on volume because they want to get as many people seeing their product/service as possible, but aren’t as worried about the conversion rate.
If you have too many prospects stalled in the pipeline or are struggling to onboard tons of new customers at once, it might not be time to ramp up your marketing efforts. Consider what your business can handle operationally, while still providing an excellent customer experiencer. It would become difficult to retain customers if you weren’t able to pay each one the attention they demand.
Similarly, you should look for a marketing agency that can support your business in multiple facets. Sometimes it helps to have retention content in addition to sales and marketing content. If you choose to work with an agency, make sure they can help your company execute a variety of efforts, not just one specific strategy.
Develop & refine your marketing strategy.
Overall, considering these factors when selecting marketing strategies to implement or an agency to hire will ensure the effectiveness of your efforts. Most importantly, if your strategies aren’t working out, remember that it takes time, so be patient and focus on consistency in the beginning. If you continue to not see a return on your investments, explore opportunities to pivot for greater success.