Making your marketing strategy relevant

It doesn’t matter whether you own a small business or a multinational corporation. To make the most of marketing, your strategy needs to be relevant. This means drawing up plans that showcase your brand to the target market in the best way possible. If your campaign isn’t linked to the customer or the brand, you’re going to be wasting time and money. If your marketing proposals need refreshing, here are some suggestions to ensure your strategy is relevant and effective.


Get to know your target market

One of the most important things you can do as a business owner is get to know your target customer. Before you even start working on prototypes or drafting ways of turning ideas into a business model, you should know exactly who you want to buy this product or take advantage of the service you’re offering. Once you’ve established who you want to appeal to, make it your mission to obtain as much information about these people as possible. How do they shop? How much do they earn? How much are they willing to spend on the kinds of products or services you’re providing? Which promotions do they find most appealing? What features would attract them to one product over another? Use surveys and polls, organise focus groups and take feedback on board.

Using the right marketing methods

Once you know who you want to attract, you can turn your attention to selecting methods of marketing that will work for your company. There are countless ways of promoting a brand, but not all of them will work for every business. You have to choose the techniques you think will appeal most to your target market and drive sales. Make sure you use methods that are suited to the business and the market in which you operate. If you’re using telemarketing and you run an estate agency, or you offer advice on taking out a mortgage, for example, use mortgage mailing lists to reach out to customers who are likely to be interested in what you have to offer. If you have an online clothing boutique, use sites like Instagram to showcase your products and enable users to order directly from the links in your bio. At every stage, ask yourself if the strategy you’re using is targeting the right people in the best way.

Continual analysis

The world of business spins constantly, and what’s relevant now may not be in a year or two year’s time. You need to make sure you’re able to move with the times and continue to cater for your clients’ needs. Use analytics and ask for feedback on a continual basis to monitor results and identify ways in which you could improve.

To harness the power of marketing, you need to ensure that your strategy is relevant. Make sure that you’re focusing on the people who are genuinely interested in what you have to offer and reach out to them in ways that will appeal to them. Use research and feedback, consider which methods to use carefully and keep an eye on your progress.

*This is a contributed post

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