Running a successful business is never easy, and growing a business is even more challenging. Whether you have a new start-up or an established company that you want to expand, a good marketing strategy is essential.
A good marketing strategy that focuses on growth will help you to reach your demographic and create a higher profit. Creating a marketing strategy is no easy task, and with so many marketing tactics and theories out there, knowing where to start can be confusing.
The challenge of marketing
Every business is different, and a successful marketing strategy will work for your unique company, product or service. There is no one size fits all approach to growing a business, and you will need to identify the strategies that suit you. Your marketing techniques are all about making sure you get your message across to the right people and increase your sales whilst maintaining a profit.
In today’s modern world, there are so many options for marketing your business, such as social media and blogging to search engine optimisation and email marketing. Knowing which will work for you and where to start with your marketing strategy is a challenge.
The majority of businesses, no matter their size, industry or customer base, face the same challenge when it comes to marketing. In order to grow the business and increase visibility, an investment needs to be made. When funds are limited, and budgets are low, creating an effective marketing strategy takes expertise, knowledge and commitment. However, there are a few marketing strategies that you can use to supercharge your business growth.
Here are ten of our favourite marketing strategies that you can use to supercharge your business growth.
1. Develop your social media presence
Social media platforms are one of the most effective ways of communicating directly with your customer base. They are an essential part of any marketing strategy, and they can help you to grow your sales and increase your brand awareness.
Social media channels such as Facebook, Instagram, Twitter, Pinterest and LinkedIn are all great ways of promoting products and sharing information. The channels you use in your marketing strategy will depend on the audience you want to target.
Social media is an extremely powerful marketing tool and has been used to build entire businesses in the past. Regular posting and building momentum might feel slow at the beginning, but over time it will become easier and more effective. Don’t become discouraged by low impressions and engagement right from the start. Stay consistent and persistent with social media updates and activity, and you will soon see growth.
A good marketing strategy will have a strong social media presence on a range of platforms, and it is crucial to understand the difference between each channel.
Posting on social media as part of your marketing strategy does not just need to be posting your products and services. You can post your thoughts, ideas and anything that you might find relevant to your industry or audience. Social media gives you the freedom to reach out directly to other business and potential customers, and it’s important to take advantage of this.
2. Link up with influencers in your market
Influencer marketing is a growing trend and a great addition to any marketing strategy. Influencers can be used to reach your target audience without spending years building your own online presence. The key to using influencers as part of your marketing strategy is to find the right influencers for your market.
You want to link up with influencers that have a loyal following of individuals that are potential customers to your business.
Identifying the right influencers to connect with doesn’t necessarily mean only reaching out to those with millions of followers. You can target micro-influencers with a smaller audience that is relevant to your business. Your marketing strategy is not just about spreading your message but spreading it to the right people to encourage growth.
Influencer marketing often requires some investment, but when used properly, allows you to reach a sizeable and relevant audience with the chance for a good return. If your business already has a product or offering in place that is converting well, but visibility is your main concern, then this marketing strategy is a good option for you.
3. Start a blog with purpose
Every business can benefit from having their own blog, and it is an effective marketing strategy. If you don’t already have a blog for your company, then be sure to start one immediately. The key to this marketing strategy is to blog effectively and with purpose.
Remember, thin and bland content will be ineffective and won’t encourage sales or grow your business. Make sure that whatever you are blogging about is valuable to your audience. Never be worried about sharing too much about your business or revealing secrets to your company success. Your aim is that your blog is so valuable and informative that it becomes authority to your audience.
Blogging is not only effective for your own website, but it is a great tool to reach audiences on other platforms too. Sometimes starting a new blog for yourself can lack visibility and become mundane. Within your marketing strategy, incorporate other blogging and content platforms such as Reddit and LinkedIn. Utilising authority domains like these mean that you can benefit from immediate reach for your content.
4. Create video tutorials
Video content is one of the most effective and powerful mediums you can use to grow your business. You might be thinking you have nothing to share or teach in a video tutorial, but there is always something you can share with others. Creating video tutorials is an excellent addition to any marketing strategy.
Just like blogging with a purpose, video tutorials create authority and help to boost your businesses visibility.
Create videos that teach your audience something useful and walk them through it in a simple and clear way. Aim for step by step teaching with clear visuals and focus on your authenticity. Your marketing strategy should incorporate channels such as YouTube in order to share these video tutorials with your audience.
YouTube is the next largest search engine behind Google and sees millions of viewers reach their content every single day. By tapping into this huge audience, you can help build your brand awareness and boost sales.
5. Build a great lead magnet
Another great marketing strategy that often goes amiss is creating lead magnets. Lead magnets work as an incentive to customers in exchange for contact details. They often come in the form of digital content, such as an eBook, report, video, or PDF that is relevant to your audience.
Having an effective lead magnet can result in a boom in sales and excellent business growth. Creating a great lead magnet requires identifying your customers’ pain points and providing a solution for these.
Think carefully about the problems your target market is facing in their everyday lives and build a lead magnet that helps with this. The better you can identify a pain point for your customers, the better you will do at creating a sought-after solution. Whether you choose to create a cheat sheet, an eBook, a video or other form of content, it needs to be valuable.
Once you begin attracting your audience to your lead magnet, you can work to convert those leads into paying customers. Obtaining customer contact details might seem like a small step, but once you are able to communicate with them about your products and services, you are in with a good chance.
6. Make use of search engine optimisation
Search engine optimisation, or SEO, has been used by marketers for many years, and for good reason. Incorporating search engine optimisation into your marketing strategy is essential for business growth.
The majority of individuals will head to search engines as their first port of call when they are in need of a new product or service. SEO helps your business be visible when your customers are looking.
Many people find themselves confused or overwhelmed with SEO, as there are a lot of myths and concerns over the strategy. Search engine optimisation requires hard work and time, and whilst shortcuts are available, they are not effective in the long term.
Having a long-term SEO marketing strategy is the only way to really grow your business on Google and other search engines. Focus on creating high quality, unique content on a regular basis, which is relevant to your target audience. Avoid spamming keywords or using content that is empty because SEO requires your content to have real value.
When you have a marketing strategy that incorporates effective search engine optimisation, your business will thrive online.
7. Market your company through email sequences
Email marketing is a tried and tested marketing strategy that has been working wonders for businesses for years. These sequences should sit as part of your sales funnel and encourage business from your database.
Email sequences are automated communications which go out to customers when they trigger part of the sales funnel. This could be when someone subscribes to your marketing list. Alternatively, it could be if an existing customer hasn’t made a purchase in a while.
Email marketing sequences work to build a relationship with consumers. You must be authentic and honest with your communications, and let customers know where they are in their sales journey. An effective marketing strategy will take into consideration engagement on email communications in order to segment and target the database. You will be able to identify those subscribers who are more engaged and interested in the business compared with those that are not.
Once you know that a subscriber is engaged and aware of your products, you can communicate with them more efficiently.
When it comes to email marketing sequences, it is useful to split test all campaigns to determine what works and what doesn’t. Email marketing can require trial and error. However, by testing and trying different things, you can figure out what leads your customers to convert.
Split testing email sequences will help you to understand what your subscribers will pay attention to, and what they will ignore.
8. Create a LinkedIn profile and update it regularly
We have already discussed the importance of incorporating social media in a marketing strategy. Businesses often forget LinkedIn because it is thought of as a tool for individuals and professionals. If your business does not yet have a LinkedIn profile, then be sure to create one immediately.
LinkedIn is great for passively marketing your company online and can contribute to business growth.
You can create a personal LinkedIn profile to introduce yourself and your part in the business, and a business page to share your company directly. A personal LinkedIn profile might not seem like an obvious part of your marketing strategy, but they are a great way of reaching a large audience.
Share posts regularly about your business and your day to day life within it. Talk about your unique journey as an entrepreneur and how your business has become what it is today.
An effective story on LinkedIn is an excellent way of building brand awareness and even potentially going viral. Not only that, but LinkedIn gives you a platform to reach out to other businesses and like-minded individuals.
9. Use Facebook Ads to target your market
Facebook is not only an excellent free tool for your marketing strategy, but the paid advertising options are also worthwhile. With millions of consumers on Facebook, and many looking at it for hours in a day, it is the perfect place to showcase your business.
Facebook has created a sophisticated advertising platform to help you target your ideal audience. With their targeting options, you can narrow down a very specific audience to advertise your products and services to. Targeting options include age, relationship status, location, interest and much more.
In addition to detailed targeting, Facebook also offers you the chance to remarket to customers who have already engaged with your business. Using Facebook Pixel technology, you can identify individuals who have viewed your website and advertise to them again.
It is super simple to use, and the Pixel technology sits on your website and cookies your visitors, automatically adding them to your Facebook audience list. You can then use these audience lists to advertise the products or services you know they are interested in.
When you start using Facebook ads to target your market, you are sure to see conversions grow.
10. Create a loyalty program
Most businesses have a marketing strategy which focuses heavily on driving new customers and new business. However, many fail to realise the potential that existing customers have for the business. Loyalty marketing is required to help build an all-round marketing strategy that will not only encourage new business but retain past customers.
Customers that are already aware of your business and products are more likely to choose you again, especially if they were satisfied previously. Selling again to an existing customer is almost always easier than targeting a brand new audience.
A loyalty programme is an excellent way of building brand loyalty and encouraging return spenders. Incentivise customers to come back to you time and time again with exclusive discounts and rewards for their commitment. When a customer is part of a loyalty scheme, they are more likely to return to you than seek out your competitors.
Customers want to feel valued by your business, and by offering a specific perk or offer just for their return business, you can create that value and encourage business growth.
Which growth strategy is the toughest?
When it comes to growth strategies for your business, there are four main options. These are market penetration, product development, market development and diversification. Each of these strategies has its own benefits and challenges, and the best one for you will depend on your business.
Diversification is often thought of as the most radical option because it involves coming up with a new product offering and selling to a brand-new market. It is a risky option because there is no certain return, but when done correctly, it can pay off. Market penetration strategies are probably the toughest overall because they rely on obtaining a higher share of the current market.
How can I generate more sales?
All businesses want to generate more sales and grow their profits, but it isn’t always an easy task. All of the marketing strategies discussed above can help you to create more business when used properly. One of the most critical parts of any marketing strategy is correctly identifying your target audience.
No matter how or where you advertise, if you aren’t targeting the right people, you won’t generate sales. Spend time researching your audience and create a clear picture of exactly who your ideal customer is. Once you have this information, you can work hard to create a marketing strategy with them in mind.
All of the marketing strategies we have discussed can help to drive revenue and grow your business. Not all companies will benefit from all of these options, and incorporating just one or several into your marketing strategy is a great place to start.
The key to successful marketing is creating a valuable message, selling an enticing offer, and then getting that in front of the right audience. Always bear in mind that growth can take time, and these strategies are long term solutions that will continue to improve your sales over time.
Remember, if you need support with your marketing strategies, branding agency Liquid Creativity is here to help. Our branding and marketing experts offer a range of solutions, whether you want assistance with one aspect of your marketing strategy, or are looking to overhaul it completely.
To find out more about how we can help, get in touch for your free consultation.