Getting your business seen and heard is not always as straightforward as you would like it to be. Building a brand and building a positive reputation can take time and patience. Getting noticed by your target market means that you have to invest in marketing. Word of mouth can help you a little along the way to building your business, but it cannot be solely relied on. To scale your marketing efforts within your business and to see results, what areas must you switch your focus to?
Identify What Is Working
You have to know what is currently working in your business in terms of marketing efforts and approach. You may find that you have had real success with social media campaigns but little to no success with other digital marketing efforts. If a marketing effort or channel is working, you are going to need to establish why it is working and what is the key ingredient to its success. From here, you can then start developing other ideas and projects for future use. To identify what is truly successful, you are going to need to look at the return on investment (ROI), and you are going to need to look at the conversion rate. See where customers are coming from, and see what is converting them from browsers into buyers or users of your business.
Focus on the Content
All marketing efforts are going to have to be targeted and focused on high-quality content. If you are simply churning out content and expecting results, then you may be left bitterly disappointed. Focusing on the content within your marketing efforts is going to help you achieve results. Look at the message you want to send out to potential customers and target markets and see what content they enjoy reading. When you can succeed with content, you then have something that you can build on within future campaigns and efforts.
Look at Repurposing and Redefining
With your marketing efforts, you have to be smart at all times. If you are not smart, you will end up investing lots of cash and seeing very little in return. When it comes to redefining and repurposing, you may find that you have content that you can already reuse. This may be content that was successful (and that got results) last year or a few quarters ago. Repurposing content, giving it a new angle, and then reaching out once again to your target audience can help you achieve better ROI. And it can help you stay relevant and well-known in the eyes of previous customers and potential customers alike.
Setting Goals and Targets
To successfully scale your business marketing efforts, you are going to need to set targets and OKR goals. If you do not set goals, then how do you know what you are working towards? Marketing goals and targets may be broader, such as reaching a new target audience. Or they may be more specific, such as reaching a new target audience based in the next state within the next six months. When you have specific goals to work towards, you can see what impact you are having (if any), and you can then see what changes or improvements you may have to make. Clear objectives will allow everyone to see where attention and focus must lie.
Get a New Creative Team on Board
If you have a marketing team within your business that you are utilizing, you may wish to get a new creative team on board. Sometimes, help from outside freelancers or service providers can allow you to look at your marketing efforts differently. In the future, you may want to look at Fractional cmo services, and you may want to see how you can approach marketing differently. A new creative team can see your business and brand differently, and they can introduce a new range of ideas and plans that you may not have considered before.
Have a Targeted Approach or Strategy
No matter whether you are looking at short-term marketing over the next few months or longer-term efforts such as those that last a few years, you are going to need a targeted approach or strategy. Without a targeted strategy or approach, you may find that your resources get directed in the wrong direction. This can, of course, mean that you end up losing money and other resources. But it can also mean that you miss out on connecting with new and existing customers and audiences. A marketing strategy that grows and scales with your business is crucial. As you are putting together a strategy, look at what marketing your audience is receptive to. Also, look at outsourcing marketing efforts to ensure you achieve your goals.
Investing in Digital Marketing
Even if you are currently investing in digital marketing at the moment, are you doing enough? Digital marketing can help you connect with your audience in any location and at any time. You may find that social media campaigns can end up going viral and spreading your message even further. Digital marketing must be a continuous effort and project you invest in. This is because it can be scaled up alongside existing marketing efforts. When you are creating digital marketing campaigns, you need to think about the message you are sending and the tone you are using. If you overcomplicate a message or digital marketing campaign, you could bypass your audience.
Monitoring Efforts
As you work through your marketing strategy and plan, you must continue to monitor efforts. Monitoring efforts helps you ensure you are getting a great return on your investment. As you watch your progression, you will go on a journey of discovery. You will find that something that previously worked is no longer effective. You can monitor efforts yourself in-house by keeping spreadsheets and tracking data from campaigns and marketing efforts. Or you could reach out to an agency or third party to monitor this on your behalf. Regular monitoring will allow you to make swift changes.
