How to Improve Your Marketing Strategy to Drive Better Results

One of the main reasons why you invest your time and money into marketing is to get more sales, right? Long have passed the days of direct selling without giving people a great story to ‘buy’ from you and making sure that you lead with the ‘why’ first.

marketing is an investment

The amount of work that comes with effectively marketing your company comes down to your ability to prioritize properly by building processes that will enable you to work smarter, not harder. For instance,  utilizing the right technology to serve your efforts will not only help you stay organized, but also help you focus on important tactics that will foster your overall marketing strategy.

Here are a few ideas on how to improve your marketing strategy to drive better results:

Build Out a Roadmap

If you don’t know where you’re going and what you’re trying to accomplish then you won’t be able to track or measure the results. Building out a roadmap means that you get into the cadence of knowing which day of the week blog posts should be pushed out, when email newsletters/promotions are sent out, and when you should gather data points to show the progress you’ve made.

marketing roadmapMake It Easy for People to Contact You

Having a website is good, but guiding visitors to do exactly what you want them to do is money. Stop trying to get overly fancy. Stop adding drop downs to your navigation to the point where it gets confusing to navigate your entire site.

Instead, focus on making it easy for people to contact you. Here are few examples of homepages that do a great job of quickly getting to the point, having clear CTAs and value propositions:

Kissmetrics Homepage

Unbounce Homepage BufferApp Homepage

Focus On What Matters Most

Let’s face it, we sometimes get distracted by busy work vs. working on results-oriented tasks that will help move the needle. A great way to make sure you don’t lose sight of the big picture is to make sure you have a solid roadmap as mentioned above and that you do the most important items first.

Another way to help make sure you stay on the right path is to set weekly goals for yourself. Simple ways to get going is to try the following:

  • Get 200 content downloads by end of week.
  • Connect with 3 key influencers by end of week with an action plan to work together by next month.

Develop High-Quality Content Pieces

Push to develop one high-quality piece of content per month. For instance, you can create a whitepaper for one month and promote it for that entire month. Judge your success based on the number of leads generated, i.e. downloads, and then the number of leads that continued on down your sales funnel.
HubSpot ContentMake sure you promote your content pieces by targeting your buyer personas on social networks like Facebook and LinkedIn. Create multiple ads, messages and of course a targeted landing page to capture lead information.

Promoted Content LinkedIn Facebook Ad

Once you get the downloads, nurture those leads and figure out what their intentions are before trying to sell them on your products and services. Not every single person who downloads your content pieces are ready to do business with you. Some may need to be nurtured for another 3-6 months, while others just simply want to learn. Determine which are most valuable to your business and make sure that you segment properly to turn those leads into customers.

Be Creative

Don’t be afraid to get a little creative and step outside of your comfort zone. Try using Slack to create exclusive channels that are segmented by buyer persona information, vertical, and/or topics. Doing so will enable you to hyper-engage with what your target customer.

Slack QnA

Another idea is running paid webinars. Push for a 100% money-back guarantee and include an enticing offer that will live up to the expectations of having to pay in order to have a seat saved with your webinar. What you’ll find is that those who do pay may end up being more engaged and interested in doing business with you. This is a good way to be more personable and drive pre-sales prior to your ultimate offer.

Final Thoughts

Your marketing strategy should always be aligned with your business goals. Allow time for growth to take place by not giving up too soon. With the massive proliferation of digital playing such a large role gaining faster data insights, become a data nerd coupled with your intuition. However,  know that the numbers can show you where you need to spend more of your marketing budget to drive the results you want.

Are you ready to take your marketing to the next level? So am I.  Let’s connect. >>

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