One of the true benefits of using a cohesive strategy is it makes your company’s value message clearer with each new communication. You can push your core idea in many different ways to ensure that your central value is felt and understood. Strategy can seem a bit daunting when trying to decide on the one thing that sums up what you do better than anyone else, but once you know that all of your brand-messaging choices will become a lot easier to make.
Here are four tips to get you started immediately and to have your strategic marketing driving more sales than you’ve had before.
1. The first part in selecting your company’s particular strategy is to find out specifically what your customers are in most need of that you can provide. There are many ways to determine this but one quick way is to use Google’s FREE keyword/phrase tool. This is an amazing tool that can accurately predict what people are searching for, how many are searching for a particular phrase, and how many a month. If you find that your website’s content is not providing what your customer’s are looking for, guess what, it may be time for new content!
2. Once you have determined your overall strategy, determine what media your customers’ prefer reading, interacting with, and what subscriptions the hold. This will require a good deal of legwork and persistence. However, the return on your investment can double or triple if you learn where your customers are finding their most valued information. Perhaps it’s Linkedin Groups, or specialty sites in your industry. You won’t know unless you ask and spend the time finding out.
3. Host specific web pages that provide deep content on the subjects of most interest to your customers. For example, if you are a manufacturing company and find that instruction is of great value to your customers, provide them with a three-level instruction guide that starts with Terms and a brief description for level one, a How To Guide for level two, and a deep explanation of both the theory and application engineering behind your products. In other words, give them the information in an easy to find guide that allows them to go as deep as they like in learning more about your products.
4. Place your top strategy keywords in your titles, sub-titles and descriptive copy. There are two primary benefits for this discipline. It will make your communications much easier to understand and it will attract the search engines’ attention and help them index your information. This, in turn, will cause your website to advance in page rankings.
Our own marketing website, www.marketcues.com underwent a redesign this year and we have more than tripled our traffic by following these simple steps. Try them and let us know what you find!
