Last time I checked, there was significantly more interest in developing new customers through direct sales and related marketing than any other topic in the print-media and general business markets. Let’s now jump forward beyond the customer onboarding trajectory and assume we have a stable new business strategy to launch our program. Below are recommendations to ensure your company gets off to a strong start using strategic marketing and stays on the right path to success.
Offer What your Customers Want
It is critical that you know what your customers need and want because that leads you to understand what to offer them. This single concept is a major reason some companies continuously attracts and retains new customers and others never have enough. The knowledge of what your potential customers want to know more about, what they like, what they dislike, and what products they prefer will allow you to know what to offer them as well as what not to offer them.
Although this may sound like everyone would know this and do this it is more unusual than common to find a company who understands its one primary goal and drives everything through that lens. Kick off your program knowing what your preeminent goal is that you would like to achieve:
- Build higher traffic to your website.
- Achieve record downloads of your new Product Demo to lead to sales inquiries.
- Spread the word about your newest additional brand-line extension program using social media and related e-marketing resources.
- Create a powerful in-bound marketing program that you can launch new products from later in the year.
- Produce a specific type of customer following using a technical forum that allows for concentrated technical information and data only this specialized target group would appreciate.
Be Selective in Goal Setting
The better and more narrowly you define your target goal the better your results will be. We all know that including too many variant marketing messages is not a good practice, but this same principle applies to asking too much from your campaign or program. It’s simply impossible to achieve multiple objectives with a singular campaign, and it’s equally ineffectual.
Track and Test Everything
This is a critical dimension to a successful marketing campaign. If you are running a search engine-marketing program that includes both organic and pay per click, setup two offers so you can compare the results between the two over time. This will allow you to make much more informed buying decisions during the next time of evaluation. The campaign that clearly outperforms the other deserves the lion share of your marketing budget next time around.
Share Your Results
This one may get me some hate mail (I welcome your emails!) but share the results of your marketing campaign with your customers. Let them know that 65% of those you talked with like (fill in the blank) and 20% thought (this) and the balance wasn’t sure what they preferred. Then tell them as a result you are going to change your next marketing campaign to reflect these customer insights and request further responsiveness from them. This approach will create an interactive, two-way discussion that is healthy from many points of view. The primary one being you are now dialoging with your potential customer on a topic they are interested in and attracting business to your company. And isn’t that better than the traditional cold call?