There’s no doubt that there’s a lot to consider when marketing your business. That makes it easy to get carried away with different strategies and campaigns.
Sometimes, it makes sense to get back to basics. And I mean right back to basics.
So, here’s three things to consider to focus your mind on where your marketing efforts should be.
1. How are the relationships with your customers?
In the battle to win new business it’s easy to overlook this. How well are you attending to the needs of your existing customers?
It’s a no-brainer that making sure you have a good relationship with your customers. But it’s easy to forget that in the grand scheme of things.
So, one of the first moves to get your marketing strategy back to basics is focus on your customers. The ones you’ve got.
I know, I know. Telling you to look after your customers sounds like I’m telling you how to suck eggs.
The thing is: when you’re busy it is easy to take your eye off the ball.
You can kickstart your back-to-basics marketing plan by nurturing your customer relationships.
2. Are your customers getting value for money?
If you want more money generated from increased sales, are you doing the best you can?
Your customers perception could be different from yours. You think you are delivering great value. They might not agree.
So, testing the perception of your offerings in the marketplace is a good idea. It can reveal how well you are doing as oppose to how you think you’re doing.
It almost sounds like I’m stating the bleedin’ obvious. But a revision of pricing structures or the inclusion of a special offer can work wonders.
If you operate in the service sector this is also true. You are asking people to pay for your time and expertise. How does that equate to a tangible product?
3. Are your customers engaged with you?
Are they listening? Are they hearing what you are saying? These are some of the oldest marketing questions.
Again, a basic but effective fix is to check how well your various marketing channels are working.
Take your website for example. What’s the bounce rate? Is it higher than you would have expected?
A high bounce rate is not always a bad thing. But let’s take your home page as an example. If it has a high bounce rate, that’s bad news.
Or, it is if it acts as a portal to all areas of your website and you want visitors to explore.
In the case of a single-page website, you’d expect a high bounce rate because visitors don’t need to dig any deeper.
Either way, that’s one metric that can reveal a lack of engagement. And that means you have something to work with.
Going right back to basics is a good way to re-focus your marketing efforts for the new year. Get the basics right, and the rest will follow …