Cutting Through the Noise
Digital marketing is fundamental to business success in engagement marketing. Knowing who, what and when your customers are searching is vital to understanding their buying behavior. How does a small business cut through the noise and start successfully engaging their customers? Below are some steps to take to create marketing success.
Customer journey and defining your target audience
Understanding who your customers are and how they find your business is essential to understanding their customer journey. Do they find you online, word of mouth, traditional advertising, videos, or the side of your vehicle? There are numerous ways customers come to your company. Asking these questions, surveying them, and asking up front how they found you, only makes your marketing more effective. Asking them about their customer information (demographics) is key. Location, age, income, how do they like to receive communications, or what’s their favorite holiday or birthday, can all be used in marketing tactics to create repeat buying behavior.
Creating adaptable content
Once you understand your customer profile, who they are and how they buy, you can start to create marketing content. If your customer is a 50-year-old African American male who likes music and sports, you can start to weave demographic information into how you communicate. Text messaging would be an appropriate way to send a sports deal. If you’re a suburban mom in her 30’s or 40’s, social media might be the best way to get her attention. A little Tik Tok video never hurts either. Understanding who your customer is goes a long way in generating contenting you will know be consumed.
Build an email list of customers
Building out an email list is easier than it seems. At Hobby Lobby, we implemented email sign-up at all checkout kiosks nationwide. While this process was large due to integrating a POS system with email marketing, the rewards were huge. It created a large database of customers who wanted their information and were engaged with their brand. They eventually rolled out text messaging as a secondary communication option. Why bring up Hobby Lobby? Because what we implemented is repeatable at every business. Asking for customers email addresses in every form of communication is key to moving your business forward. You can send rewards through emails, birthday notifications, thank you notes, with the list being endless. Taking customer data and putting this into an email marketing system can create loyalty business. Reward them, educate them or saying thank you goes a long way in generating brand loyalty and repeat business.
Messaging based on customer journey
Customers and people today are so inundated with noise and messaging, the question often asked, is how do I as a business cut through the noise? By knowing your brand, who you are as a business and pivoting while learning how to communicate to your customers. Customers require 7-13 marketing touches before they even notice your company. With today’s technology at our fingertips, it’s no surprise that number continues to rise. So where are your customers? You may have an older customer base and they aren’t on digital platforms. Or you may have a teen customer base, so which social media platform will you communicate through? Each area – online platforms, traditional media, and referral marketing have a place in your messaging cycle. We take a customer’s contact info and create a messaging strategy that reaches them where they are. How are you doing that for your customer base?
The goal in marketing is create first-time and repeat buyers. Understanding your cost to get one buyer through the door will help create a marketing budget and therefore inform your sales process. Each sales process is different based on industry. Most of our customers are experts at what they do. Being an expert, how do you take that information and create a repeatable sales process? Through finetuning the steps above, you can generate more sales once you have customer data.
Repeating this process means you are keeping track of analytics. Analytics and data inform the rest of this branding process. You can’t market and sell without it. From understanding your customer journey, to creating content, building your email list, messaging and sales, analytics creates a framework to move the needle forward in marketing and sales. Putting all the pieces together creates an effective strategy for cutting through the noise.